BIC’s Master Your Look Campaign Brings Confidence and Empowerment to Men in South Africa
BIC, a world leader in stationery, lighters, and shavers has recently launched a campaign titled ‘Master Your Look’ that highlights the importance of empowerment and self-confidence. The campaign was launched in partnership with three South African men who have experienced challenging as well as empowering moments due to their appearances.
Master Your Look is a video series based on the notion that confidence is an attitude that shows one is satisfied with themselves and their appearance. Through the series, three men take us through their experiences around why they had beards and the reasons that drove them to shave it off.
Commenting on the occasion, Patrick Bukasa, Marketing Manager, Blade Excellence Category, at BIC, said: “Master Your Look is our flagship campaign that stresses on the importance of self-confidence and empowerment. Through the campaign, we aim to empower South African men and encourage them to be more comfortable in their own skin. Master Your Look doesn’t only impact our ambassadors, it is also a message to all men to embrace their unique selves and reach their highest potential. Now in its fourth year, we are proud of the impact that Master Your Look has had on men in general, specifically South Africans .”
The debate about whether or not to have a beard has been passed on from one generation to the next. Some studies show that beards help men be perceived as older, more masculine, and of a higher social status, while other studies present beards to be untidy, unhygienic, and show a nonchalant attitude toward one’s appearance. ‘Master Your Look’ puts this debate to rest. Ashwin Bosman, Garrick Williams, and Thato Mahapa tell their stories as they transformed their looks, and lives, by shaving off their beards.
‘Master Your Look’ video series synopsis:
Ashwin Bosman: a South African netball player and creative director, explains that during his youth, he was bullied and, as a coping mechanism, decided to change his outward appearance so that people look at him differently and see him as ‘tough’.. “I had different kinds of hairstyles, and I thought maybe they wouldn’t bother the one with the moustache. During my professional career, people started taking me more seriously, I had a specific look, and I liked the feeling it brought me.” Ashwin explained. Ashwin moved to become a flight attendant at some point, which meant that he needed to look more ‘customer friendly’ and get rid of his beard. Ashwin said: “this brought a different element of respect, as people look at you differently if you’re well-groomed and considered neat. I like that my beard (or lack of beard) has given me different dimensions to my personality and perception. It literally feels like I can master my own look with all the changes I went through.”
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