Manual Skincare

Manual Skincare is a skincare brand I made up to cater to men (more specifically, young professionals and new dads) without relying on traditional male stereotypes in its branding. Due to stereotypes and cultural norms, boys aren't typically taught the value of a skincare routine. As they grow into men, they're likely too busy and sometimes embarrassed to take the time to learn about these skincare products. This idea of masculinity harms men; we all have skin to take care of. It's hygienic to take care of it and should not have anything to do with gender.

Dove market research tells us that while 30% of men are concerned with balding, 5% more are concerned with dark under-eye circles, dull skin, and other skin blemishes. This report highlights how 35% of men worry about situations that a skincare routine can help fix. There's an apparent disconnect; men would gain from these products but encounter so many cultural and inner barriers with skincare that it's seemingly not worth it. However, strategic positioning could help a brand serve this relatively untapped market.

Within competitive analysis and this brand positioning, I looked into how gendered skincare brands are on a female-male spectrum and the knowledge required to enter the brand. I wanted my brand to have a low knowledge barrier to entry and be practically gender neutral with a bit of a male skew.

I was visually inspired by engineering symbols and technical drawings. They organize and explain complex systems in the same way I envisioned the brand's tone of voice: straightforward, approachable, and comprehensive. The word Manual comes from this technical inspiration as well. Highlighting the letter U in the wordmark not only splits up the word to reveal the word "Man," but also speaks to the reflection aspect of confidence. Skincare can help rid of blemishes, helping us reflect on our inner self with more kindness, which leads to more confidence.

I physically created and photographed the mock-up products you see below.