Helping Leading Luxury Men’s Skincare Brand and the Men Shopping for It Rediscover Themselves Through Proven Products
We were called to consult and execute on LAB SERIES global relaunch including developing a media kit that would be used globally while also launching the campaign with the US press to reintroduce the brand through new technology, packaging and a set of global ambassadors that were as multifaceted as the products themselves. Our primary challenge was reintroducing LAB SERIES to the contemporary men’s grooming market during the global COVID-19 pandemic. Since its inception in 1987, LAB SERIES has created high performance solutions with technology and active ingredients to work with men’s skin.
However, the onset of the COVID-19 pandemic presented unforeseen obstacles. Nevertheless, our unwavering dedication to embracing the uniqueness of every man persisted, propelling our campaign forward.
Our approach was built upon in-depth research into men’s grooming habits and an exploration of branding strategies. We first studied historical grooming trends and how they evolved during the COVID-19 pandemic. What we learned is that there was a significant demand for self-care among men and a reevaluation of grooming practices. Post-pandemic, there was a widespread desire for self-discovery and a shift in personal values. We knew that LAB SERIES was ready to answer the call.
To craft a strategy that resonated with consumers, we conducted research focusing on grooming habits and self-care practices. This consumer-informed approach formed the foundation of our recommendations. Our goal was to align the brand’s heritage with these changing dynamics, ensuring its relevance and connection to today’s consumers.