Man Refined
Brut
For centuries, men have been expected to mold their identities to fit society's expectations of what a man should be.
Today’s men are choosing to leave toxic gender stereotypes in the past and remake man in their own image. Following their lead, Brut’s Classic scent no longer stands for an outdated version of masculinity and has become a blank canvas to help the new generation to define what being a man means to them.
Brut Barbershop
Brut will repurpose old barber shops by transforming them into full-service salons for men. Inside, men can socialize in a non-toxic environment while they get their hair, skin & nails styled by trained professionals using Brut products.
Brutally Honest
We will create a special Brut green nail polish and accompanying nail care kit to help men give toxic masculinity the green middle finger. This new symbol will stand for redefined masculinity and embracing your brutally honest self.
Slumber Party with the Boys!
Brut will partner with Airbnb to create the ultimate overnight bonding experience tailored specifically for men. Centered around the idea of elevating the traditional “LAN party”, this self care package includes Brut grooming products, a gaming and home theater setup, and more.
Fashion Wisdm with Brut
We want to place a spotlight on all of the male celebrities out there making daring and innovative style choices. Brut will be sponsoring red carpet interviews at major award shows with the help of famous fashion influencer Wisdom Kaye, and after the red carpet is over we’ll release our own Best Kept List to cap off the night.
#BRUTECODED
Brut will create a hashtag to separate the brutes from the Bruts. Brut will seek out instances of men being toxic on social media and respond with #Brutecoded as a lighthearted but genuine form of community management within online spaces.
Brut’s New Manscape
Brut will create a self-published zine called The New Manscape to give men timeless grooming & style advice alongside current trend forecasts to help men look and feel their best.
Art Director: Sebastian Collazos, Emily Waters
Copywriter: Cat Zelenka