X-Men: From He-Man to Human – Redefining masculinity for Vietnamese men

Lam Thanh Tran, Vivek Satpathy

X-Men, a shampoo brand, launched a campaign in Vietnam to switch men from using unisex shampoo to X-Men, and reverse the 15% category decline to achieve 15% sales growth in value.

Campaign details

Brand: X-MenBrand owner: MaricoEntrant company: Marico South East Asia - VietnamIdea creation: MullenLowe Mishra Ho Chi Minh CityMarket: AsiaSector: Toiletries & cosmeticsMedia channels: Television & Connected TV, Social media Budget: 1 - 3 million

Executive summary

In Vietnam, the entire male grooming category had been riding on the convention of showcasing Western men with unreal heroism and stardom as the ultimate criterion of masculinity. Such Western aspiration had been the winning formula for X-Men – the leading brand for the last 17 years.

However,...

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