Garnier Men – Skin Care Case Study


The Objective

Launch of Garnier Men Sheet Masks

The Challenge

Encourage Men to use sheet masks & build their relevance in male skin care


The Big Idea

Leveraging the male consumers fascination with superheroes, we positioned sheet masks as a “superhero”. Using the power of influencers, we tapped into male communities to drive much needed conversation around men skin care by creating buzz around a new superhero in town with Garnier Men i.e. #THEMASKMAN.

The Content Strategy

The aim was to build excitement around Garnier Men masks. We started a pre-buzz with multiple KOL’s talking about this new superhero in town #TheMaskMan, using interactive story formats with superhero imagery.

As a first in this category, to drive high engagement, we created #TheMaskMan filter, a fun way to get the audience to virtually interact with the product. The influencers encouraged their audience to be #TheMaskMan & give their skin a much needed 15min break, all this while, feeling like a superhero!

The Influencer Strategy

We used a mix of young, boy next door male influencers from various categories to build & amplify conversation around sheet masks for men with Garnier Men.

content creators


travel enthusiasts

the results

13 influencers created 23 pieces of content reaching 5.5 Million people


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