15 July 2022

South African Men Master Their Look by Taking Control

Submitted by: MyPressportal Team
South African Men Master Their Look by Taking Control

BIC’s Master Your Look Campaign Brings Confidence and Empowerment to Men in South Africa

BIC, a world leader in stationery, lighters, and shavers has recently launched a campaign titled ‘Master Your Look’ that highlights the importance of empowerment and self-confidence. The campaign was launched in partnership with three South African men who have experienced challenging as well as empowering moments due to their appearances.

Master Your Look is a video series based on the notion that confidence is an attitude that shows one is satisfied with themselves and their appearance. Through the series, three men take us through their experiences around why they had beards and the reasons that drove them to shave it off.

Commenting on the occasion, Patrick Bukasa, Marketing Manager, Blade Excellence Category, at BIC, said: “Master Your Look is our flagship campaign that stresses on the importance of self-confidence and empowerment. Through the campaign, we aim to empower South African men and encourage them to be more comfortable in their own skin. Master Your Look doesn’t only impact our ambassadors, it is also a message to all men to embrace their unique selves and reach their highest potential. Now in its fourth year, we are proud of the impact that Master Your Look has had on men in general, specifically South Africans .”

The debate about whether or not to have a beard has been passed on from one generation to the next. Some studies show that beards help men be perceived as older, more masculine, and of a higher social status, while other studies present beards to be untidy, unhygienic, and show a nonchalant attitude toward one’s appearance. ‘Master Your Look’ puts this debate to rest. Ashwin BosmanGarrick Williams, and Thato Mahapa tell their stories as they transformed their looks, and lives,  by shaving off their beards.

‘Master Your Look’ video series synopsis:

Ashwin Bosman: a South African netball player and creative director, explains that during his youth, he was bullied and, as a coping mechanism, decided to change his outward appearance so that people look at him differently and see him as ‘tough’.. “I had different kinds of hairstyles, and I thought maybe they wouldn't bother the one with the moustache. During my professional career, people started taking me more seriously, I had a specific look, and I liked the feeling it brought me.” Ashwin explained.

Ashwin moved to become a flight attendant at some point, which meant that he needed to look more ‘customer friendly’ and get rid of his beard. Ashwin said: “this brought a different element of respect, as people look at you differently if you’re well-groomed and considered neat. I like that my beard (or lack of beard) has given me different dimensions to my personality and perception. It literally feels like I can master my own look with all the changes I went through.”

To watch Ashwin’s story, click here.

Garrick Williams: a music talent manager by profession, says he always had facial hair coupled with long dreads. To prepare himself for cutting off the dreads he had for 15 years, he let his beard grow longer and shaved his hair completely bald. “The dreads became very heavy, and it was time to cut it off. I was initially worried about who I would be without my dreads as I became known as the guy with the long dreads. The beard was something I felt that I needed to compensate for not having the dreads. The collaboration with BIC was a test to see if anyone would recognise me without the beard.” 

For Garrick’s full story, click here

Thato Mahapa: an influencer and a lawyer by profession, says grooming was something he had to do because he had “a face full of pimples”. Grooming became a ritual for him. Commenting on his experience with BIC, he said the journey of shaving off his beard made him feel liberated. “Now that it’s all gone, I feel like a new person. The next big thing that I’m mastering is my move into my legal career - you never know what works for you until you try it.”, Thato added. 

For Thato’s full story, clickhere

ABOUT BIC

A world leader in stationery, lighters and shavers, BIC brings simplicity and joy to everyday life. For more than 75 years, the Company has honored the tradition of providing high-quality, affordable, essential products to consumers everywhere. Through this unwavering dedication, BIC has become one of the most recognized brands and is a trademark registered worldwide. Today, BIC products are sold in more than 160 countries around the world and feature iconic brands such as BIC ® Kids, BIC   Flex TM ,BodyMark TM by BIC ® , Cello ® , Djeep ® , Lucky ® Stationery, Rocketbook ® , Soleil ® , Tipp-Ex ® , Us. TM , Wite-Out ® ,Inkbox TM  and more. In 2021, BIC Net Sales were 1,831.9 million euros. The Company is listed on“Euronext Paris,” is part of the SBF120 and CAC Mid 60 indexes and is recognized for it commitment to sustainable development and education. It received an A- Leadership score from CDP. For more, visit about.bic.com or follow us on LinkedIn, Instagram, Twitter, or YouTube.

ABOUT BIC SA

BIC has been operating in South Africa for more than 58 years covering over 18 countries in Africa. BIC stationery offers a large portfolio of writing instruments, and a BIC Kids range including wax crayons, coloring pencils, felt pens, and Tipp-Ex correction products to name just a few. BIC offers pocket lighters, utility lighters, and firelighters and we have a BIC shavers range for men and women.

BIC has a long history in South Africa. Everything began in 1958 when BIC acquired Biro Swan Ltd, a UK company with activities in the so-called “sterling zone” of which South Africa was part of. Beginning in the ’70s, BIC launched BIC pocket lighters and BIC shavers, supported by memorable advertising.

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