BULK HOMME, a Japanese men’s skincare brand, has launched a new campaign that evokes Japanese cultural tradition while expressing it with an artful, modern twist.
Since most Japanese men associate skincare with the beauty category, which can be a turn-off, the brand wanted to find a way to showcase their product’s efficacy for skin protection and repair while creating a sense of masculine aspiration.

This resulted in leveraging the lore of the nation’ rich past and replacing the armor of a Samurai warrior with the re-purposed products themselves, to create a powerful analogy conveying skin protection, using the line: Your Skin is Your Armor.

To bring this unique idea to life, the teams from VML & Ogilvy and Grey Tokyo collaborated with a third-generation master samurai armor craftsman through the Shibuya-based WOIL studio. This partnership with an expert of tradition resulted in magnificent and beautiful visuals that evoke a sense of masculine aspiration. This is a truly strategic endeavor that presents a new value proposition for skincare.