How men buy grooming products
Men often buy grooming products only when a specific problem shows up: an itchy beard, irritated skin after shaving, odor after the gym. Once they find something that works, they tend to stick with it for years. That makes the first purchase especially valuable.
- The minimalist: wants one product instead of five. A 3-in-1 body wash isn't a compromise for him, it's exactly right.
- The beard guy: takes his beard seriously and knows his oils, balms and combs.
- The beginner: has only ever used body wash and deodorant and realizes in his early 30s that his skin needs more.
- The athlete: showers a lot, sweats a lot and needs products that keep up.
- The gift buyer: a partner, mom or daughter looking for a grooming set.
7 angles with example hooks
1. One product instead of five
For the minimalist, simplicity is the strongest argument.
Hook: “My entire bathroom cabinet is two products, and one of them is my toothbrush.”
2. The shaving problem
Razor burn, ingrown hairs and itching are problems almost every man knows.
Hook: “If your neck looks like you lost a fight with a cat after every shave, give me ten seconds.”
3. A beard that doesn't itch
A classic angle for beard oil and balm that's easy to show and quick to understand.
Hook: “Week three of growing a beard, and my girlfriend finally stopped complaining about the scratching.”
4. First-time skincare
For beginners, skincare has to feel simple and not embarrassing.
Hook: “I used moisturizer for the first time at 33. Here's what I wish I'd known sooner.”
5. After the workout
Body wash, deodorant and face care in the context of training and daily life.
Hook: “I train five days a week, and this is the only deodorant that lasts until dinner.”
6. The drugstore comparison
A factual comparison with what he uses now explains the higher price.
Hook: “I put my drugstore body wash next to this one and compared the ingredient lists.”
7. The gift he'll actually use
For gifting occasions, with the gift buyer as the audience.
Hook: “After three years of socks for Father's Day, I finally got him something he uses every morning.”
Research, copy, statics and AI UGC videos as a subscription, reviewed by performance experts. From $990 a month, cancel anytime.
Recommended formats
| Format | Best for |
|---|---|
| UGC video, morning in the bathroom | Shaving, skincare, beard care. Short, direct, no big production. |
| Humor video | Everyday problems with a wink, as long as the product is the solution. |
| Three-benefit static | Simple products. Big type, clear statements, no paragraphs. |
| Comparison static | Your product vs. a typical drugstore option, factual and supportable. |
| Three-step routine static | Sets and starter bundles. |
| Gift static | Sets before the holidays, Father's Day or birthdays. |
Creative testing for men's grooming
- Test the tone: run a humorous angle against a straightforward one. In men's grooming, results often land far apart.
- Vary the creator's age: a 25-year-old speaks to different buyers than a 45-year-old. It's a cheap and revealing variable.
- Separate self-buyers and gifting: gift ads and ads for self-buyers need their own campaigns and their own reporting.
- Keep the opening tight: men tend to scroll past grooming ads quickly. Test hooks that show the problem in the first second.
More on strong openings in Video ad hooks.
Compliance pitfalls
- Substantiate objective claims: “48-hour protection” or “reduces razor burn” need evidence before you run them. That's the FTC's baseline for any objective claim.
- Antiperspirants are drugs: in the US, antiperspirants fall under an FDA OTC monograph, while deodorants are cosmetics. Make sure your claims match what your product is.
- No beard growth promises: “grows a fuller beard” is hard to support and can turn a cosmetic into an unapproved drug.
- Hair loss is drug territory: shampoos and tonics can't claim to stop or reverse hair loss unless they meet drug requirements.
- Fair comparisons: if you name competitors, your comparison has to be truthful and substantiated. A general comparison with a “typical body wash” is usually lower risk.
Not legal advice. When in doubt, have your product claims reviewed by a qualified attorney.
How AVVEN does this
AVVEN is a monthly creative subscription for DTC and e-commerce brands. We research data and customers, collect how men talk about their problems in reviews and forums and build angles from it. We write copy and video scripts with three hooks each and produce statics and UGC-style videos with AI creators across different age groups. Our team reviews every ad before delivery. Approval and downloads happen in your customer portal, and one revision round per ad is included. You or your agency run the ads; we don't do media buying.
| Plan | Price per month | Ads per month |
|---|---|---|
| Starter | $990 | 20 ads (14 statics and 2 videos with 3 hooks each) |
| Growth | $2,290 | 50 ads (32 statics and 6 videos with 3 hooks each) |
| Scale | $5,390 | 120 ads (84 statics and 12 videos with 3 hooks each, express delivery) |
Sign-up happens online, and you can cancel any month. To get a feel for it, join the newsletter and confirm your email to get 3 free static ads.
Frequently asked questions
How should grooming ads talk to men?
Directly, simply and without beauty jargon. Many men want to know what a product does, how long it takes and why it's better than what they're using now. Humor often works, as long as the product stays at the center.
What formats work for men's grooming?
UGC-style videos of a guy using the product in the bathroom, comparisons with what he used before, simple three-step routines and statics with clear benefits. A test will show which format wins with your audience.
Should men's grooming ads target women?
For gifting occasions like the holidays or Father's Day, it often pays off. Test gift angles as their own campaign instead of mixing them with ads for men buying for themselves.