Baxter of California launches men's grooming video series

By

Cassidy Mantor

Published
Aug 24, 2016

Baxter of California is targeting millennial men with a new series of YouTube videos designed to educate men on personal grooming issues.

LA-based Baxter announced today the launch of the series called "WTF" which is meant to draw on the sometimes humorous questions many millennial men have about personal grooming.

The series currently has 10 episodes in line already and will drop a new episode each week for "WTF Wednesday." The first episode stars comedian Justin Martindale who has written for legendary Joan Rivers on E!'s Fashion Police and will explain the difference between anti-perspirant and deodorant, answering in a witty and satirical way aligned with Baxter's branding.

Additional celebrities involved in the campaign include comedian Karl Hess, actor Jay Ali, and Tobias Jelinek who recently acted as the lead agent in Netflix's "Stranger Things."

"Baxter of California is on a mission to innovate how men get educated on grooming. We know our core consumer, the Millennial man, resonates with content that entertains him as well as provides factual and relevant information. We are excited to release our groundbreaking "WTF Video Series" as a testament to Baxter of California becoming the prominent resource for all things grooming," Nathan Puksta, Head of Baxter of California and Baxter Finley Barber & Shop.

In addition to the video series, Baxter is launching a "Baxterpedia" in September which will be an online destination containing answers to common grooming questions in videos, blog posts, and a glossary of terms.

Baxter also plans to open up the content creation to its own customers by inviting them to submit information for future Baxterpedia content.