There is a stigma that taking care of your skin and caring about your looks is typically something that women care about, something that men avoid. Especially if you’re more of a macho-type man. So what if we washed away those men’s insecurities by speaking directly to them in a way they understand? That’s where Pamper like a Dude comes in! We talk to dudes in a their bro-language and break down the barriers they might feel while shopping for skincare. Educating men through print, OOH, and social to feel more confident buying skincare from Lush.