The men's shave category is rapidly declining to connect with Gen Z men. They're underwhelmed with their options and not sure how to beat them.
Social listening showed that a lot of men were actually using eos women's shave cream instead of a male-marketed alternative.
Women's shave products have always been better, backed up by science and ever-evolving formulas and nutrients for the skin.
The brand's new UltraProtect line is like nothing the men's category has seen before.
Appeal to Gen Z men by showing how our product isn't like a stereotypical men's shave line.