Manscaped’s Bold Move: Turning a Rough Idea into a Big‑Screen Hit

Manscaped began as an eye‑opening moment for a Vietnamese immigrant who saw that men’s grooming lacked any real options. While women had countless products, the area below the waist stayed untouched, creating a quiet void in conversation and innovation. In 2016 he answered that silence by launching a brand focused on men’s groin care. The name itself broke taboos, and the idea stuck—now 13 million men use Manscaped tools and the company is worth about a billion dollars. The next step was to make the brand unforgettable: a Super Bowl commercial that turned an everyday task into a theatrical moment. The 30‑second spot shows cartoonish hair creatures lamenting their removal, singing a surprisingly heartfelt ballad about being cut off. No famous faces or models—just quirky, oddly endearing clumps of hair that give a voice to the usually ignored part of grooming.Marcelo Kertész, Manscaped’s chief marketing officer, said the concept was intentional. “People find hair gross when it leaves our bodies, ” he explained. “Giving that hair a voice was the most honest, entertaining way to tell our story. ” Kertész’s background is diverse: he started in Brazil’s competitive advertising scene, worked in political marketing, and later moved to the U. S. before landing at Manscaped. His varied experience helps him see what makes a brand stick in culture. He believes the brand’s unique blend of humor and quality is its biggest strength. “That mix feels powerful, ” he said, noting that some of it might have come from necessity rather than design. The commercial’s timing—just before kickoff—positions grooming as a pre‑game ritual, turning the act of shaving into an almost ceremonial event. Manscaped’s strategy shows that a bold, unconventional idea can become a cultural moment when it speaks directly to people’s unspoken needs.