“Skincare for men. Mansplained for men.” will break next month on TV, CTV, and in digital and social media. This is Lumin’s first brand-awareness advertising campaign, and Good Conduct is the company’s first B2C creative agency. The shop won the assignment after a credentials pitch last July and is handling brand strategy and production along with creative duties.

Modern men prioritize their mental and physical well-being but ignore one of their most prominent features—their face. They brush their teeth, eat healthy, meditate, and work out to look and feel better yet neglect to incorporate a skincare regimen into their routine. Or, if they do wash up, they figure a bar of soap will do just fine.

The central character in the spots is a humorous skincare guide who busts in on men in their homes to question their stubborn views and beliefs and suggests they try Lumin’s products.