Skincare is very important but most men don't realize that they need to be taking care of their skin like they take care of their teeth. This leads to a loss in brand awareness, and leaves a huge portion of the target market ignored.
Jack Black's School for Men will be a made up school that will teach men how to use skincare, showing it as an essential habit as an adult. It will extend into other areas of life as well, mostly touching on activities men don't always learn growing up, but should know and perform as good adult habits.
We want to redefine manhood and poke at the idea that any activity is gendered, and that men would avoid any activity because their masculinity feels threatened. The tone is cheeky, approachable, and relaxed.