Brand positioning for Manumission Skin Care for Men has become more focused with a new tagline “Skin Care for Men Who Get It Done.” Manumission Skin Care was founded (in 2008) to bridge the gap between what specialty grooming companies and mass market conglomerates were offering and the basic skin care priorities that active, on-the-go men were seeking.
Brand messaging targets key product attributes that active men have identified as important to them – product simplicity and skin hydration. In sharp contrast to many men’s brands, rather than market skin care products to men that lack confidence (with promises of models), Manumission targets men who are already secure with themselves – in other words, “Men Who Get it Done.” These men value products that are best in class regardless of celebrity endorsements or anything that isn’t related to a product’s true functionality and benefit.
Manumission Skin Care sells their skin care products direct to consumers through their web site. To reflect the enhanced brand positioning and new product packages, an updated web site and enhanced e-commerce platform were recently introduced.