Nobody Teaches THIS to Men—and they Should | Manscaped
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This episode of 'Behind the Brand with Bryan Elliott' features Marcelo Cortez, CMO of Manscaped, discussing the brand's unique approach to men's grooming and identity. The conversation begins with a poetic reflection on the ritual of shaving—how it's not just about removing hair, but about self-expression, confidence, and the daily choice of who you want to be. Cortez emphasizes that Manscaped is more than a product line; it's a brand built on humor, quality, and emotional resonance, designed to help men feel attractive, confident, and in control of their image. The brand’s mission extends beyond the groin—its upcoming Super Bowl ad, 'From Ball to All,' repositions Manscaped as a holistic grooming solution for the entire body, using a humorous, personified narrative where hair 'feels' abandoned after being shaved. This creative strategy, paired with a bold marketing push, aims to elevate awareness and reframe the brand’s identity in the mainstream. Cortez also discusses the importance of brand clarity—knowing who you serve (men who care about how they look), and being willing to say no to others (like women) to stay true to that mission. The episode underscores how modern brands are no longer just about products, but about identity, emotion, and belonging.
Your grooming routine is a daily ritual of self-identity—what you choose to do with your body shapes how you show up in the world.
A strong brand is not just a logo or packaging—it’s a promise of identity, lifestyle, and emotional connection.
Humor is a powerful tool for breaking taboos around sensitive topics like male grooming, but it must be balanced with premium quality and authenticity.
To stand out, brands must be willing to say no—committing fully to a specific audience ensures deeper resonance and loyalty.
The Super Bowl spot 'From Ball to All' uses emotional storytelling and personification to turn hair removal into a narrative of love, loss, and transformation.
The First Shave: A Rite of Passage
“You're not just removing hair. You're deciding every single morning what kind of man shows up today.”
The Power of Brand: Identity Beyond Function
Marcelo Cortez defines a brand as a shorthand for identity—what people say about you when you're not in the room. He argues that modern brands are promises of lifestyle, belonging, and self-expression, not just products.
Manscaped: Humor, Quality, and the Male Grooming Revolution
“Humor has proven to be a trait of attractive people. It's a trait that helps you be attractive.”
Who Is the Manscaped Man? The Psychology of Care
“It's men who give a shit about how they look. That's how we define it.”
From Ball to All: The Super Bowl Strategy and Brand Evolution
“We brought a little bit of grossness with love. So you don't know if you are being grossed out by what you see or if you're going to fall in love.”
“We brought a little bit of grossness with love. So you don't know if you are being grossed out by what you see or if you're going to fall in love.”
“If you try to be a brand for everyone, you're actually a brand for no one.”
“You're not just removing hair. You're deciding every single morning what kind of man shows up today.”
Host
Guest
Manscaped
brand
Marcelo Cortez
person
Super Bowl
other
Magic Mind
brand
Drag Queen Community
other
Stavros
person
UFC
organization
Ceremonial-grade Matcha
other
Cognizant
other
Lion's Mane
other
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