The men’s grooming category was stagnated, speaking to the same audience in the same way year after year. As a category leader, Just for Men needed to break from the status quo and looked to AMP to deliver a new brand strategy and creative platform that would make them relevant to their consumer, and the larger cultural conversation.

The “Better Man” campaign launched during Sunday afternoon football with a :30 spot. The campaign celebrates the full spectrum of modern masculinity, and encourages men to embrace their true selves and use grooming as a way to tell their stories.

The art direction and messaging for the Better Man launch have informed a new brand platform to reposition the haircare brand as one of the many proactive tools the modern man can use to look and feel like his best self.