The Man Cave
BACKSTORY The Man Cave originated from the feeling of being an outsider in women’s stores, such as Bath & Body Works. As a father of three daughters, I had no qualms with femininity, but struggled to find products that catered to my tastes, or felt like they were made for me. Thus, the Man Cave was born as a solution to these problems. I wanted to create an environment where men could feel welcome in a space that tended to perpetuate the internalized belief that flowers and pink are “emasculating”. A neutral common-ground between hyper masculinity and hyper femininity, where all of us as people could decide whether we wanted to smell like an ocean tide or a rose garden. STRATEGY We want our brand to be inclusive for every demographic, while targeting specifically men. The idea behind our brand is that feminine products are a myth, and everyone (but particularly men) should feel free from judgement while shopping for beauty or personal hygiene products. Another draw of our brand is that all of our products are clean, natural, cruelty-free, and ethically sourced. VOICE Positive male influence, made to uplift and respect personal style while also encouraging freedom to explore other options, including traditionally feminine products that hold no real ties to gender. AUDIENCE 15 to 45 year-old men, with the additional thought that everyone is welcome. We want to keep our environment as neutral as possible to avoid an intimidating hyper masculine approach to achieving gender-neutrality in beauty and hygiene. MESSAGE We understand that the typical man is taught to not enjoy traditionally feminine products, but we at The Man Cave aim to demolish that stigma, and encourage men to be who they really want to be, truly and naturally.