Challenge:

Men see hand care as a cosmetic extra rather than an essential part of how they connect with and bring comfort to themselves and others.

Insight:

Men’s hands aren’t just for doing, they’re for connecting. Soft, cared-for hands make every touch feel warmer, closer, more human.

Big Idea:

Skip the cheap creams. Your hands deserve more. They do more than work; they connect, comfort, and impress. Treat them like it.