In a world where self-care conversations often exclude men, Chosen, a clinical-grade skincare brand tailored for Skin of Color (SOC), is taking a bold step forward.
Their latest campaign, Real Men Wear Sunscreen, aims to break stereotypes, demystify sunscreen use, and promote informed skincare habits among men. Backed by extensive research, including a nationwide survey of 1,500 men aged 20-29, Chosen is addressing the glaring gaps in sunscreen awareness and usage while providing practical solutions to overcome them.
Chosen’s survey highlights a significant disconnect between men and sunscreen:
- Awareness Gap: Only 54% of men believe sunscreen is effective, while 79% are unsure if their sunscreen suits their skin type.
- Practical Hurdles: Many men avoid sunscreen due to its greasy texture (21%) or discomfort caused by facial hair (4.2%).
- Misconceptions: Half of the respondents don’t consider sunscreen necessary on rainy days, and 85% skip reapplication despite the need for consistent protection.
- Limited Understanding: While 65% associate sunscreen with preventing tanning, only 17% link it to anti-aging benefits.
Dr. Renita Rajan, founder of Chosen, emphasizes the importance of sunscreen for defending against external factors like UV rays, pollution, and blue light, which contribute to skin aging and pigmentation. She notes that while men’s SPF needs are similar to women’s, their preferences and lifestyles demand tailored solutions.
Chosen’s campaign focuses on creating lightweight, non-greasy formulas that accommodate facial hair and active routines, ensuring sunscreen feels seamless rather than burdensome.
A Movement, Not Just a Campaign
Real Men Wear Sunscreen is more than a marketing initiative—it’s a movement to normalize sunscreen use among men. Chosen employs a multifaceted approach to drive engagement and education:
- Digital Content and Influencer Collaborations: The campaign leverages engaging content and influencer partnerships to connect with men on platforms they trust.
- Myth-Busting Video Series: Relatable storytelling and expert insights tackle misconceptions head-on.
- Interactive Tools: Features like the Sunscreen Calculator, Ingredient Checker, and SPF Meter make finding the right sunscreen easier than ever.
- Community Engagement: Through its CHOSUN community of 5,000+ members, Chosen fosters open conversations and shared learning experiences.
Chosen’s campaign challenges societal norms by emphasizing that self-care is essential, not optional. By addressing barriers such as greasy formulations, beard discomfort, and white-cast concerns, Real Men Wear Sunscreen is making sun protection practical and accessible.
With expert-led workshops, explainer videos, and an impactful long-form video asset, Chosen is empowering men to embrace sunscreen as a vital part of their daily routines.
By combining science-backed facts with practical guidance, Chosen is revolutionizing men’s skincare habits across India. The Real Men Wear Sunscreen campaign not only fosters informed skincare choices but also redefines masculinity by making self-care a natural, empowering choice.
This initiative is proof that the right approach can break barriers, normalize positive habits, and pave the way for a healthier, more confident generation of men. Real men don’t just wear sunscreen—they wear it with pride