The men’s skincare category has long been caught between two extremes: hyper-masculine “performance-first” brands or generic, unisex solutions that fail to address men’s unique needs. For Mannrs, the challenge was breaking away from stereotypes and carving a distinct identity, premium yet approachable.
We helped Mannrs define its DNA as a functional, premium, and confidence-driven brand that modern men could both trust and flaunt. The strategy was built on creating an identity that felt confident, assured, and stylish - without slipping into clichés of macho posturing.
Brand Narrative: Grooming not as vanity, but as a ritual of self-assurance and pride.
Personality & Voice: Clever, chill, and relatable - talking like a friend, not a preacher.
Visual & Verbal Identity: Sleek design, aesthetic packaging, and messaging rooted in wit, warmth, and authenticity.
Positioning: A skincare brand that empowers men to look good, feel confident, and own their presence - wherever life takes them.
Our approach unfolded in four key stages:
Immersion & Insights: Mapped the cultural context of men’s grooming in India, identifying gaps between performance-driven macho branding and genuine lifestyle-driven self-care.
Audience Definition: Crafted the persona of “The Mannrs Man” - urban, self-aware, progressive, and invested in self-growth.
Brand Strategy & Design: Built a distinct positioning around premium simplicity, paired with a witty, confident, and approachable tone. Designed sleek, aesthetic packaging to reflect both function and lifestyle appeal.
Activation & Playbook: Created a brand system covering voice, design, and storytelling, ensuring Mannrs could show up consistently across digital, retail, and experiential touchpoints.
Results
Mannrs launched as a fresh, disruptive voice in men’s skincare, instantly standing out in a crowded market. The redefined brand identity positioned it as more than a grooming label - it became a lifestyle essential for modern Indian men, building trust, relatability, and aspirational pull.
