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  • How do masculine stereotypes impact men’s health?
  • How do masculine stereotypes impact men’s health?
    Nick Karvounis (2016) ©
CASE STUDY

Hims: bringing self-care to a male market

While people may associate erectile dysfunction and baldness treatments with older men, Hims is targeting a younger market. By using a tone of voice that’s more approachable than a regular pharma firm, it’s helping to guide them around the pain points that impact personal health and self-care.

Location United States

Scope
With its ‘best mate’ marketing and no-fuss products, Hims has been hailed as ‘the Glossier for men’. But the brand sells more than skincare, offering pleasantly-packaged generic Viagra, hair-loss treatments, and cold-sore medication. It’s bringing ‘self-care’ into the male vocabulary, tapping into the fact that younger men are becoming more proactive about how they treat their bodies inside and out.

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