John Frieda wanted to launch a men's grooming line. The category is full of the same guy. Chiseled jaw, perfect stubble, fresh out of the ocean for some reason. We went the other direction. "Man" isn't a thing you are. It's a thing you do. And everyone does it differently. Long hair, no hair, beard down to your chest. The campaign was built on that idea. Man like you've got nothing to lose. Man by the seat of your pants. Man like you mean it.