Embracing the shift in masculinity is vital for brand success, but Gillette has missed the mark, according to a former Lynx marketer.
Men are ready to change and the world at large needs that change - towards a new breed of man who feels comfortable being himself rather than conforming to a narrow and outdated set of stereotypes
ShortList is the latest men's title to announce a print closure. Is the future for men's lifestyle magazines doomed?
ShortList editor Joe Mackertich assesses the challenges facing men in 2018
Stereotypical male portrayals in advertising cause clear social harm - but the business case for change is undeniable too, writes New Macho's managing director
Brands such as ITV, Harry’s and Topman are trying to tackle male mental health and promote more progressive images of masculinity.
The words and wisdom of Fernando Desouches, the brains behind 'New Macho', a new advisory advertising unit looking to reconnect men with their emotions.
Here’s something to make you smile - 20th March is the International Day of Happiness, a United Nations celebration to recognise the importance of happiness in the lives of people around the world.
The day is particularly important to me, because my personal mission is to help men be happy and as a result, I’ve spent years working on understanding issues concerning male identity to try and come up with strategies to tackle them.
Fernando Desouches, senior global brand director for Lynx/Axe at Unilever, has joined BBD Perfect Storm to head up a new division focused on marketing-to-men.
By freeing its campaigns from dated ideas of 'maleness' and celebrating individuality, Axe has broken the mould when it comes to marketing to men.
Advertising has played an important role in carving out more positive representations of gender of late. But with the trend of women’s empowerment dominating, are brands forgetting their role in shaping male identity?