Bulldog Skincare and VCCP Media encourage men to moisturise this Dry January
Menâs skincare brand Bulldog Skincare has hijacked Dry January to encourage men not to overlook their skin and to moisturise this Winter, with the help of its media agency VCCP Media.
Whilst many men will be âgoing dryâ this January, Bulldogâs cheeky campaign highlights the importance of hydration in their Non-Dry Jan campaign.
Over Christmas many men will have received Bulldog products from their friends and family and whilst they may already be considering healthy habits in their resolutions, this new campaign encourages people to moisturise as we reach the peak of cold, bitter, Winter weather, which can really dry out skin.
The campaign playfully suggests that going dry is not the answer this January - at least not for your face anyway.
Bulldog Skincare launched in the UK in 2007 and is now available in over 30 countries and over 70,000 stores around the world. It was founded as a brand âwith men in mindâ, a no-fuss, non-nonsense solution to help men look after themselves. It only designs products specifically for menâs needs to help them look and feel their best.
The creative features Bulldogâs brand mascot and simple, provocative messaging which reads âDonât go dry this Jan. All day hydration for your face.â It will run across D/OOH including big, bold locations such as Liverpool Media Wall, The Screen @ Arndale and London Gateway sites. The campaign will also encompass online ads with Metro and social ads targeted at a core audience of men aged 25-44 - all media planning and buying is also managed by VCCP Media.
James Barnes, General Manager at Bulldog, said: âBulldog understands men, we know that in January weâre always encouraged to try out different things to improve our lives and health. But itâs important not to neglect the basics - that moisturiser you got topped up at Christmas? Donât put it at the back of the cupboard, put it on your skin and make sure you donât go totally dry this Jan.â
The campaign will run across D/OOH, online and social until 31st January 2024.
You may be feeling the effects of overdoing it over the Christmas season and might be considering going dry this Jan. But donât forget about your skin - thatâs something you donât want to go dry Tess Hulme, Head of Client Leadership at VCCP Media