MANSCAPED® Wants You to “Send Face Pics Instead”

July 22, 2025 at 09:30 AM EDT

The Leader in Groin Grooming Sets its Sights Higher with a Cheeky New Campaign Spotlighting ‘Upstairs Hairs’

MANSCAPED^®, the global men’s grooming company and lifestyle consumer brand, is encouraging men to raise their cameras and think twice before hitting send with its newest campaign, “Send Face Pics Instead™.” As the company continues to expand its product line beyond the groin, it’s helping men do the same – equipping them with the tools to mancare their everywhere™ and the confidence to love the results. In the past, guys felt more comfortable taking a “down there” pic than showing their faces. The message now? With the right tools, men can confidently Send Face Pics Instead.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250722719840/en/

Show her the nine inches she’ll actually be impressed by (your face, to be clear).

“We’ve spent years providing men with tools for their privates. Now we’ve got something for their publics, too,” said Marcelo Kertész, Chief Marketing Officer at MANSCAPED. “By putting the spotlight on faces, we’re giving guys not only the tools – but the permission – to love how they look, and to send the kind of pics that actually get a response.”

Lights, Camera, Face Pics – The Hero Video

The 360 campaign kicks off with a cheeky hero spot, developed in partnership with creative agency Special U.S., that takes a playful jab at modern digital habits. It opens with the familiar dings and pings of late-night texts as women react with shock…and maybe a little delight at the unexpected images lighting up their phones. But these aren’t those kinds of pics. Instead of an insert eggplant emoji, they’re seeing… a face?

Featuring MANSCAPED’s newest face shaving tools, the ad flips expectations with humor and heart. The commercial is now live on MANSCAPED’s YouTube channel and social media platforms, and is running across national broadcast and streaming outlets, including Paramount+, Hulu, and Peacock.

Survey Says…“My Pics Are Up Here” Study

To put its money where its mouth is, or in this case, its face, MANSCAPED commissioned a study with Kwantlen Polytechnic University (KPU) and the O.R.G.A.S.M Research Lab (O-Lab) to explore gender differences in digital flirting preferences. They key takeaway? Confidence looks best above the waist. Among the findings was a telling stat:

“Men are nine times more likely to get a response when they send a picture of their face versus any other body part.”

The full study has been submitted to The Journal of Sex Research and is expected to publish later this year, but key findings are available now on the MANSCAPED blog – and the research is already sparking conversation. Dr. Cory Pedersen and Amanda Champion of the O-Lab recently joined sex researcher and author Dr. Justin Lehmiller on his Sex and Psychology podcast to unpack the findings. They are also slated to appear on the popular podcast Pretty Basic in September for a candid conversation about modern flirting, male self-expression, and how guys can shift the narrative.

Even comedian and actor Pete Davidson weighed in on the topic: “Ever since I started using MANSCAPED’s new face shaver, my selfies have been stealing the spotlight. Who knew cleaning up my face would finally give people something else to look at?” Catch more of Pete’s unfiltered take on an upcoming episode of Paul’s Best Podcast, hosted by Paul Virzi, airing this August – trust us, you won’t want to miss it.

From Billboards to DMs – OOH & Other Campaign Activations

Bringing the campaign to life, MANSCAPED is rolling out bi-coastal OOH installations in Austin, Brooklyn, Chicago, and San Francisco. The brand will also show up loud and proud in unexpected places – from dating app takeovers and trendy creator-led content to influencer activations and engaging social posts.

With “Send Face Pics Instead,” MANSCAPED continues to evolve the conversation around men’s grooming, encouraging guys everywhere to communicate with confidence – and maybe send a picture people actually look forward to receiving.

Credits

BRAND TEAM:

MANSCAPED

Marcelo Kertész, Chief Marketing Officer

Ryan Fiore, SVP, Global Omnichannel Marketing

Henry Arlander, VP, Integrated Creative

Brian Thibault, Sr. Director, Global Retail & Amazon Marketing

Jessica Carlson, Sr. Director, Media Strategy & Investment

Charlie Wolff, Executive Creative Director

Steven Arteaga, Executive Creative Director, Design

Scott Jensen, Executive Director, Creative Strategy

Keith Cecere, Executive Producer

Lucas Coyle, Director, Brand Media & Awareness

Jori Evans, Director, Social Media

Sherwin Blanche, Sr. Manager, Visual Design

Michelle Smith, Sr. Copywriter

Katie Gough, Sr. Art Director

Tori Herman, Sr. Consumer Insights Manager

Mary Buzbee, Sr. Copywriter

Lauren Meadows, Sr. Art Director

Edgar Mendez, Art Director, Brand Design

Mando Pacheco, Sr. Designer

Lizzie Correia, Sr. Manager, PMO

Brittany Kelley, Sr. Program Manager, Content & Production

Allison Hooker, Sr. Director, Communications

Christina Wright, Communications Director

Alexa Loeser, Manager, Social Media

Laramee Bishop, Director, Creator Marketing

Nicholas Andrews, Creator Marketing Manager

CREATIVE AGENCY:

Special U.S.

Kelsey Hodgkin, Chief Executive Officer & Partner

Matthew Woodhams-Roberts, Chief Creative Officer & Partner

Dave Horton, Chief Creative Officer & Partner

Chris Juhas, Creative Director

Adrien Bindi, Creative Director

Jon Marshall, Creative Director

Kris Wixom, Creative Director

Shelby Lemons, Associate Creative Director

Dan Greener, Associate Creative Director

Jordan Sider, Senior Producer

Caitlin Miller, Group Account Director

Natalie Brock, Account Director

Helene Dick, Head of Strategy

Jen Rose, Senior Strategist

Maryam Ohebsion, Business Affairs Director

PRODUCTION:

O-Positive

Jess Coulter, Director

Ralph Laucella, Executive Producer | Partner

Marc Grill, Executive Producer | Partner

Ken Licata, Executive Producer

Devon Clark, Head of Production/Producer

Brittany Alper, Office Production Coordinator

Desma Kirya, West Coast Coordinator

Kesma Resnek, Staff Coordinator

Someplace Nice

Chilo Fletcher, Executive Producer

Estelle Weir, Executive Producer

Stephen Bodner, Head of Production

Trudy Turner, Producer

Pete Vanstone, Production Manager

Zach Ouellette, Production Coordinator

POST PRODUCTION:

Exile (Edit)

CL Kumpata, Managing Director

Taylor Rousseau, Head of Production

Jennifer Locke, Executive Producer

Adam Parker, Assistant Executive Producer

Cole Grom, Editor

TJ Lasure, Assistant Editor

Chris Messier, Assistant Editor

Shiny Giant (Color)

Chris Hall, Founder

Matthew Schwab, Colorist

No Mercy (VFX)

Sahir Khan, Creative Director

Priyam Shah, VFX Artist

Jafbox Sound (Music)

Sarah Park, Executive Producer

Joseph Fraioli, Original Music

Jafbox Sound (Sound Design / Mix)

Sarah Park, Executive Producer

Joseph Fraioli, Sound Design, Mix

Stefano Campello, Sine Coast / VO Engineer

About MANSCAPED^®

Founded by Paul Tran in 2016, San Diego, California-based MANSCAPED^® is the global men’s lifestyle consumer brand and male grooming category creator trusted by over twelve million men worldwide. The product range includes a diversified line of premium tools, formulations, and accessories designed to introduce and elevate a whole new self-care routine for men. The collection is available globally in 40 countries on manscaped.com, on Amazon in more than 100 countries worldwide, and in major retailers including Target^®, Walmart, CVS, Best Buy, Men’s Wearhouse, Jos. A. Bank, Military Exchanges, and many more internationally. For more information, visit manscaped.com or follow on Facebook, Instagram, X, TikTok, Tumblr, and YouTube.

About Special U.S.

Special U.S. is an independent creative agency based in Los Angeles and New York that specializes in crafting culture-defining work for brands like Bumble, Fox Sports, Hanes, MANSCAPED, National Peanut Board, Planet Fitness, and Uber. The group has been recognized as the #4 Independent Network of the Year by Cannes Lions (2023), the #1 Most Effective Independent Network in the World by WARC (2024), and Global Creative Agency of the Year by Campaign U.K. (2021, 2023). Special U.S. is a part of Special Group, a federation of independent agencies with offices in New Zealand, Australia, Japan and the U.K.