As the first lifestyle publication exclusively for men in a country that’s not particularly known for lifestyle publications for men, MensXP have never shied from the frontlines of progressive conversation. After cementing their place in culture, they launched Mud—a new range of men’s beauty products. And they were very committed to the distinction between ‘grooming’ and ‘beauty’.
As part of their identity exercise, I developed the tagline and tone of voice for Mud.
For most guys, taking care of themselves and their bodies is not seen as particularly ‘masculine’. Mud wanted to challenge this notion by creating a brand and building a community around it. And they were sure they wanted to call it ‘beauty’ and not ‘grooming’.
Thus was born the idea of ‘Men For Beauty’, a simple flip of the phrase that would no doubt be used to describe their product (“It’s makeup for guys”). By owning their product descriptor itself, Mud ensured that their identity was also their style without being frivolous or self-serious.