Dive Brief:

• Men's hair and beard care brand Just For Men debuted "Be The Better Man," a campaign that challenges stereotypes of what it means to be a man, according to news shared with Marketing Dive.  
• The campaign, created with AMP Agency, includes TV, outdoor, social and digital content, along with an ambassador and influencer program, direct-to-consumer activations and earned media. The TV spots launched during the NFL Today show on Oct. 14 and will run on CBS Sports, MSNBC, Fox News, NBC Sports, BBC and beIN Sports, as well as Comedy Central, Fox Sports, CNN, the Travel Channel and Golf Channel.
• Just For Men is also updating its brand, including a re-skin of its website and social platforms with new imagery and a neutral color scheme to appeal to a broader group of men. The brand will hold regional searches around the U.S. to find "Better Men" and use a diverse group of grooming experts to spread the campaign's message. 

Dive Insight:

Just For Men joins a growing number of male-centered brands running campaigns that challenge traditional notions of masculinity and outdated male stereotypes. Like Axe, Harry's and Schick Hydro before it, Just for Men is focusing its messaging on the idea that there are many ways to be a man and that grooming and style should be a key part of male routines as a confidence-booster.

The brand is taking a multi-channel approach and refreshing its image to court a "broad spectrum of men," suggesting it could be trying to bring more younger consumers into the fold on top of its traditional buyer base. This repositioning comes as the global men's grooming market was forecast to reach roughly $57.7 billion last year, according to Research and Markets. The space is expected to reach $78.6 billion by 2023, growing at a 5.3% compound annual growth rate, the group found.

Growth was attributed to the expanded number of grooming products available to men and changing attitudes about men's grooming among millennials and Gen Zers. To grab a piece of that market, more men's grooming brands are attempting to modernize their marketing strategy, as younger consumers often shun outdated gender stereotypes. 

Unilever's Axe recently partnered with rapper and actor Kyle and poet Carlos Andres Gomez to expand a workshop for high school seniors that addresses outdated male stereotypes. The effort followed up on a push launched last year that challenges notions of toxic masculinity. 

Shaving brand Schick Hydro took a similar approach with the debut of its "The Man I Am" campaign at the beginning of the month that looks to promote what the brand calls "healthy masculinity." The effort features ambassadors Willie Spence, Kevin Carroll and ZU-nA — all men who have expressed themselves and their identities in a variety of ways, which Schick Hydro is sharing through user-generated content.