BULK HOMME, a Japanese men’s skincare brand, has launched a new campaign under the theme “Your Skin is Your Armor,” that draws on Japanese cultural tradition with a modern approach.
“Since most Japanese men associate skincare with the beauty category, which can be a turn-off, the brand wanted to find a way to showcase their product’s efficacy for skin protection and repair while creating a sense of masculine aspiration,” said a release.
The concept draws on the lore of the nation’s past, replacing the armor of a Samurai warrior with repurposed products to present skin protection.
Teams led by VML & Ogilvy Japan worked with Grey Tokyo on the campaign. During development, they collaborated with a third-generation Samurai armor maker and expert through Shibuya-based WOIL studio.
Four executions have been produced, photographed by Michinori Aoki. Each execution presents the benefits of a different product in the BULK HOMME line and depicts dryness, cold, the sun and wind.
“The team has elevated our brand messaging to the level of art,” said Takuya Noguchi, CEO of BULK HOMME.
“I’m confident these images will stay with those who view them, as they’re both surprising and beautiful.”
Influenced by the imagery of Akira Kurosawa and Kenji Mizoguchi, the posters are running at locations in Shibuya, Tokyo
