Clinique for Men puts together a guy squad for new campaign

Clinique for Men is launching a global campaign called #behindtheface, with a guy squad to match.

The skincare giant has signed up South Korean-American actor Daniel Dae Kim, British author and photographer Levinson Wood and an as yet unnamed third star to front the campaign, WWD reports. The campaign sees each member of the guy squad paired with a product and starring in a short individual video clip in which they discuss their backgrounds and life experiences. Wood will promote the new ‘2-in-1 Skin Hydrator and Beard Conditioner', while Dae Kim will promote the brand's ‘Oil Mattifying Moisturizer.' The videos will be published on clinique.com.

The digital campaign will be rolled out in September, with the third member of the group being unveiled next April as part of a new product launch currently under wraps.

"We have a shift...the younger generation, the digital generation has changed a lot," Julien Moignard, vice president of skin-care marketing at Clinique for Men, told WWD. "When you post pictures every day of yourself, you can imagine skin care has a great role to play."

Male grooming has undergone a revival across the beauty industry over the last few years, and Clinique has been at the forefront of the revolution. High-profile product launches targeted at male shoppers, such as its Sonic System Deep Cleansing Brush, have normalized the conversation about the need for a daily beauty routine and maintenance, particularly when it comes to skincare.