Zachary Shenouda and Ryan Robinson created “Post Pic Clarity” as part of Manscaped’s “Send Face Pics Instead” campaign — and it exploded.
60 million views in the first week alone.
What makes this even better is the thinking behind it.
I saved part of their interview with Manscaped CMO Marcelo Kertesz, and this line perfectly explains the strategy:
“We used the groin as a trampoline for the face. And that’s where we landed — right in the sweet spot of where Manscaped lives culturally. Having tougher conversations, and making them easier through humor.”
When Manscaped started with grooming “down there,” it naturally resonated with younger men — to the point where sons were telling their dads to do a better job.
Face shaving flips that dynamic.
It’s usually a traditional, emotional moment — a father teaching a son. This campaign plays right in that cultural overlap, using humor without disrespecting the moment.
That balance is hard to pull off.
They nailed it.
What really sold me was the data behind the joke.
Manscaped partnered with Kwantlen Polytechnic University and found:
- Men are 9x more likely to get a response when they send a face pic
- 51% of men have sent unsolicited photos
- Only 4% of women respond positively
As Kertesz put it:
“We already suspected this, but the research confirmed it — you’re way more successful sending your face than sending a picture of your ‘down there.’ That gave us confidence we were on the right side of things.”
This is one of my favorite data × creative moments this year.
Not data killing creativity.
Data unlocking it.
Student-led idea.
Strong cultural insight.
Backed by research.
Executed fast.
Hard not to love.
What’s your take — should more brands trust young creators with big ideas like this?
