Manscaped brings ‘Big groomed energy’ to NYC rail stations
Male grooming company Manscaped is seizing the current moment – which is witnessing the return of foot traffic in New York City’s rail system – with a new campaign that aims to exude self-confidence.
The campaign exudes ‘big groomed energy’
Commuters have begun to return to New York City’s railway system, and male grooming company Manscaped is ready to seize the moment with an attention-grabbing out-of-home (OOH) takeover of Manhattan’s Penn and PATH Stations. The campaign – which celebrates what the brand calls “Big groomed energy” or “B.G.E.” – also arrives at a time when the ad industry has been seeing a spike in OOH advertising sales.
Manscaped says that it’s aiming for “a complete takeover” at Penn Station – which, with more than 6 million commuters each month, is North America’s “busiest rail hub,” per the brand – with more than 250 “bold and bright ads that capture confidence and surely a smile.” The company will also “extend the iconic takeover” at the World Trade Center’s PATH Station with an additional 35 panels, which “will carry on the B.G.E. sentiment.”
That sentiment appears to be oriented around a feeling of calm, cool confidence, which the company is aiming to exude through images of relaxed, happy-looking men and taglines like “it screams confidence quietly,” and “it’s an unspoken thing we’re speaking about.” The core message appears to be: when you are properly groomed, you project a certain, intangible air of confidence – a vibe of easygoing self-assuredness and ease. B.G.E. is a play on ‘B.D.E.,’ an acronym with a similar meaning (we recommend consulting Urban Dictionary to learn more).
“The campaign’s objective is to show Manscaped’s unique version of confidence – what we call B.G.E., Big Groomed Energy,” said Marcelo Kertész, senior vice-president of creative, branding and product design at Manscaped. “B.G.E. represents the confidence that comes with being properly groomed, from top to bottom, in the visible and not-so-visible areas.”
The brand is doubling-down on its ethos of confidence – of B.G.E. – in this new campaign with lots of loud colors. Get ready to be blasted with yellow if you’re commuting through Penn or PATH Stations.
The brand launched a similar campaign at Penn Station in December 2020 – it is now setting its sights even higher with this new takeover. “Our Penn Station takeover in December 2020 was a fun and wildly successful campaign, so we knew we wanted to secure the opportunity again. And in true Manscaped fashion, we went bigger and bolder this time around,” said Paul Tran, founder and chief executive of Manscaped. “Personal grooming and hygiene extend beyond the products in your daily routine; it’s an act of self-care that affects your attitude and the way you carry yourself. BGE is a feeling and a lifestyle, and the way our team brought this to life is truly outstanding.”
Spending on OOH advertising surged last year. A recent report from the Out of Home Advertising Association of America (OAAA) found that OOH revenue increased by roughly $7.1bn in 2021 compared to 2020.
The campaign launched yesterday and will extend through the month of May, “as New Yorkers and visitors alike emerge and converge on the city at the height of springtime,” the brand said in a statement.