MANSCAPED Brings “Big Groomed Energy” to NYC with Complete Takeover of Penn and PATH Stations

Leading Men’s Grooming Brand Launches its Next and Most Innovative OOH Campaign Yet at the Busiest Rail Hub in North America

Ever heard of BGE? Now you have. The leading men’s lifestyle consumer brand and male grooming category creator, MANSCAPED debuted its latest out-of-home campaign all about B.G.E. (“BGE”), or Big Groomed Energy. A play on “BDE,” and with a similar notion of the viral catchphrase, MANSCAPED’s coined BGE is all about the unspoken confidence associated with personal grooming, an underlying mission for the high-growth global grooming disruptor.

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“We made sure that every element in this campaign, from the taglines, to the bright colors and bold typeface, to even the positioning of our models, embodied that feeling of confidence.”

“There’s a certain kind of confidence that comes with being properly groomed and it’s one of those things you just feel,” said Marcelo Kertész, SVP Creative, Branding, and Product Design at MANSCAPED. “We made sure that every element in this campaign, from the taglines, to the bright colors and bold typeface, to even the positioning of our models, embodied that feeling of confidence.”

Embracing the campaign’s theme of boldness, this takeover has flooded Pennsylvania Station (“Penn Station”), which sees more than 6 million monthly riders on average as North America’s busiest rail hub. The complete rebrand entails 259 unique and visually striking ads that radiate confidence throughout the venue. In addition to decking out the 300,000+ sq. ft. complex, and as a one-up of the brand’s 2020 Penn Station domination, MANSCAPED will extend the iconic takeover to PATH Station at the World Trade Center where 35 additional panels will carry on the BGE sentiment.

“Our Penn Station takeover in December 2020 was a fun and wildly successful campaign, so we knew we wanted to secure the opportunity again. And in true MANSCAPED fashion, we went bigger and bolder this time around,” said Paul Tran, Founder and CEO of MANSCAPED. “Personal grooming and hygiene extend beyond the products in your daily routine; it’s an act of self-care that affects your attitude and the way you carry yourself. BGE is a feeling and a lifestyle, and the way our team brought this to life is truly outstanding.”

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Expect to find clever taglines like “It screams confidence quietly,” “It’s an unspoken thing we’re speaking about,” and “You don’t have to prove anything. Because you are the thing” plastered tastefully across the walls, stairs, and floors in both stations. The campaign will run for the entirety of May 2022, as New Yorkers and visitors alike emerge and converge on the city at the height of springtime.

On November 23, 2021, MANSCAPED announced its entry into a definitive business combination agreement with Bright Lights Acquisition Corp. (Nasdaq: BLTS) (“Bright Lights”). Upon the closing of the business combination, which is expected in the second quarter of 2022, the combined company will be named Manscaped Holdings, Inc. MANSCAPED intends to apply to list the common shares of the combined company on the Nasdaq under the new ticker symbol, “MANS.”

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