HEY, HANDSOME
SKINCARE FOR MEN
Thesis Brief
Create and develop a new brand inspired by a whitespace opportunity in the beauty industry.
Executive Summary
Introducing Hey, Handsome, a skincare line for men that creates an educational space to help men understand their skin. Skincare can often seem confusing, expensive, and unimportant to many men. But the truth is that skincare is more than just about looking good; it can also help to prevent long-term damage. With more than 1 million cases of male skin cancer each year, our mission is to educate and support men on the importance of caring for their skin.
Hey, Handsome aims to provide high-quality products for a one-stop complete skincare routine with simple, affordable, and multi-functional products. Because men deserve to understand and appreciate their skin.
A New Approach to Men’s Skincare
Now more than ever, men are implementing self-care into their daily lives. As a result, there is an opportunity to further the market by creating a brand story that will attract and convert men to commit to their skin.
Our Story
The story behind Hey, Handsome began with my desire to help the men in my life to look and feel their best. With the idea of creating a skincare brand for men, I asked myself what the unique factor of this brand would be. What would differentiate this brand from others? Intending to answer this question, I did a deep dive into the market to find what men were missing in this category. Through my research, I found an important white space opportunity.
According to the CDC, men are 40% more likely than women to develop skin cancer. Unfortunately, this is a statistic many men are still unaware of. Through my research, I found that many brands are missing the educational factor that will convince men to commit to their skin. By finding this unique brand purpose, Hey, Handsome was born. Our goal is to create a brand that will bring the educational piece to skincare that will help convince men to commit to their skin. It is time to take the market further by introducing a skincare like that will adopt a new approach to men’s skincare.
Our Products: The Essentials Kit
A one-stop, complete skincare line with four simple, affordable, and multi-functional products.
The Packaging for the brand is inspired by a capsule shape, allowing us to step outside of traditional shapes and colors of packaging as a means to innovate and elevate the men’s skincare market.
Brand Marketing
A Skincare Brand for Men with the Support of Women
Hey, Handsome, did you know that women are influential purchase drivers for men when finding personal care products?
For the marketing for this brand, we are using a secondary consumer to market to men. We found that women play an important and influential role in the lives of men when it comes to their purchase decisions. As women, we enjoy helping the men in our lives to feel their best. We surveyed men ages 20-50 years old as part of our consumer research. 50% of men said their girlfriends or wives have the ability to convince them to try personal care products. While others said their mother, sister, and daughter were also important, influential factors in their lives.
We created a brand campaign that takes consumers through the story of these special relationships and how men look to the women in their lives for their support and guidance.
“ I wanted my family to participate in my campaign; the male figures in my life have celebrated and supported me throughout my life. I want to do the same for all men through this brand. ”
— Regina Perez Creator of Hey, Handsome
Hey, Handsome Brand Campaign
We created a brand campaign that takes consumers through the story of these special relationships and how men look to the women in their lives for their support and guidance.
Check Out my Brand Book!
Senior Thesis: My Future in Beauty
This video will take you through the journey behind the development of Hey, Handsome Skincare for Men. From the beginning stages of research to the final product's design and marketing strategy, I am thrilled to share with you the journey of this project that I am very passionate about and proud of!
“Hey, Handsome aims to celebrate and uplift men to be the best version of themselves”
— Regina Perez Creator of Hey, Handsome