The men’s grooming company tackles a taboo topic by bringing sensuality wrapped in gentle humor to male body-shaving.
For those of us not yet in on the trend, ASMR stands for Autonomous Sensory Meridian Response, a relaxing sensation or brain tingle triggered by calming sights or sounds such as whispering, brushing, scratching – and in this ad, shaving.
ASMR is riding high internationally, with an abundance of YouTube videos featuring audio triggers to ‘massage’ the brain. Here’s one which is a 2.5-hour treat for insomniacs – talking or non-talking versions available! – but can also give you a quick idea of what it’s all about:
Already renowned for campaigns such as ‘Is It Okay For Men To…’ Men in Progress – e.g. this one – LYNX now brings us a humorous but nonetheless ground-breaking new series called Shower and Shave Tutorials for the ‘sahve-curious’ man.
When you have four minutes to spare, settle down with a cuppa and pay attention to the softly-spoken Matthew as he takes us on a sensory journey around his bathroom and body.
Yes, LYNX may well be jumping on the ASMR bandwagon and/or taking the mickey, but the result is appealing for all kinds of reasons – not least because it makes a little-discussed topic witty and shareable for men.
As women reclaim their body hair, for example via U.S. razor blade company Billie’s Project Body Hair campaign, shot by photographer Ashley Armitrage, men appear to be waking up to the delights of going smooth.
What do you think, guys?
The sensuality of shaving is an approach we’re more than used to seeing applied to women’s self-maintenance. It’s often called pampering.
Isn’t it high time that element was extended to men? Or do you believe it always has been part of it, you just have to have a certain outlook?
If you enjoy and/or learn something from this Chest ad, here are the links for Legs and Balls:
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