Lynx is offering a helping hand to men shaving in the shower via a series of Autonomous Sensory Meridian Response (ASMR) tutorials promoting its two in one shower foams.
The sensory marketing clips offer helpful grooming tips for the chest, balls and legs with a selection of ‘shavetorials’ inviting the ‘shave curious’ to get creative with a razer during their morning ablutions.
For this, a willing volunteer in the hairy form of Matthew takes to the shower to demonstrate proper shaving techniques while employing relaxing hand movements, nail tapping and soothing brushing sounds.
Gregg Clampffer, creative director at 72andSunny Amsterdam, said: “I have never shaved anything but my face. Maybe my feet once, but I didn’t tell anyone about that. I think this campaign from Chris Baur and Rachel Sato-Banks shows that guys today don’t have to be buff, or swim, or bike or have an excuse to shave. They can just be regular dudes who like the comfort of being cleanly shaven on all different kinds of body parts.”
ASMR has risen to prominence as an auditory and visual tool for engendering physical responses, a fad driven by a number of viral YouTube films and embraced by brands including Renault, Ikea and Carphone Warehouse.