Pasty Man is a very clever skincare brand concept. It’s “for men who love the sun but hate to die”. The brand has found a workaround for the fact that men are resistant to skincare products. The thinking behind the launch of the brand is that “women don’t need another sunscreen. Men do.” Also clever.
The brand is a clever advertiser too. You’ve never seen a suncare ad like the 90 Year Old Butt Theory, and you’re unlikely to forget it. It features the youthful butt of a 90-year old man – it’s moving and shaking seductively inside a pair of bright orange shorts – and the statement, “Why an old butt ages better than your face”. The ad’s copy attributes the butt’s youthfulness to the fact that that it has been kept in the dark for nine decades.
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