Men’s Skin / Toiletries / Lifestyle brands

Breaking Through in Men's Grooming

Every men's brand thinks they've cracked it: "Men are simple." "They just need education." "Premium positioning will drive growth." "Performance claims convert."

The reality is that most men's brands plateau because they misunderstand the fundamentals:

  • Trial doesn't equal loyalty

  • Education rarely changes behavior

  • Premium pricing often reduces experimentation

  • Performance claims sound the same to everyone

The real challenge isn't awareness

It's that brands keep making the same mistakes:

  • Overcomplicating routines men won't follow

  • Pushing benefits that don't matter

  • Missing critical usage occasions

  • Ignoring how men actually shop

Here’s where I step in.

I've seen many of these issues play out working on signpost brands such as Lynx, Dove Men+Care, and Gillette internally and externally. Each taught valuable lessons about what really drives growth when working on brands targeting men.

With experience growing £1.5M to £60M+ men's portfolios at Unilever, I know how to:

  • Build routines men actually adopt

  • Create positioning that drives purchase, not just awareness

  • Develop channel strategies that protect margins

  • Scale without losing what makes your brand different

Ready to transform your brand performance?

Let's have a focused conversation about your business.

Breaking through with a male-focused brand is hard. But you're already doing the hard work - let's make sure it pays off.

I’m your wingman. Lets Fly.