Francesco Urso wanted to make the best products for men by men. He started The Wolf Project to provide men with the same skin care products that women use on a daily/weekly basis. Formulated in Korean labs, his signature face mask ensures deep hydration and relaxation. Read on to find out more about Francesco and his venture:
Can you tell me a bit more about yourself, and why you started The Wolf Project?
I am Italian-born and Swiss-raised. I got close to Beauty Care when working in China for P&G, where I was leading the Pantene Hair Care Business. Prior to that I lived and worked in Russia and Switzerland, still working for P&G Laundry business. Hair Care is always inspired by skin care trends, and as I learned more about the category, I saw an opportunity to create a brand that would bring the most advanced Asian beauty rituals to men. A little inspiration and lots of work after, The Wolf Project was born, with its first hero product being the Deep Hydration Face Mask.
What have been the challenges of starting a beauty brand targeted at men?
Men are skeptical logical animals. There is a need to break stereotypes that make skincare still quite a feminine thing. Lots of education is needed, to explain why also men need certain rituals, and all of this is combined into appealing messaging. Cracking this message in a few sentences or images is probably the biggest challenge a men’s skincare brand faces today.
What are some innovative marketing strategies you have used in order to educate men about the importance of investing in skincare?
I am not reinventing the wheel when it comes to marketing. I leverage the typical DTC marketing tools, like email marketing, social ads, and social media. I am thinking to try LinkedIn marketing as lots of potential target customers use this platform daily. Again, not a real innovation but just a newer platform on which to advertise. The creation of my brand comes from the product and the brand positioning!
What is the future of the male beauty industry?
I talk about this in the article I attached. Male skin care is still 5-10% of the size of female skin care, yet men are 50% of the world population and they also aim to have healthy and young-looking skin. The potential is huge. It will take brands like TWP to shift the stereotypes, introduce new products, and change the way a man interacts with skincare to increase the category. I believe the future is very bright and men’s skincare is still very young!
