FOR ALL DICKHEADS

BAUMA is a premium Swedish intimate care brand in launch phase, built on the idea of Intimate Longevity, caring for intimate skin with the same precision as the face. The Foundation Series consists of a Balancing Cleanse and a Nourishing Oil made with 100% active organic lipids: every ingredient with a purpose, for women and men alike. Developed and produced in Sweden.

BAUMA came to us with a clear point of view and early brand thinking already in place. They weren’t looking for a starting point, but for us to challenge how the category, and the product itself should be seen and communicated. BAUMA needed a cultural language to match the ambition. Our brief was to develop a communication strategy, a distinctive visual identity and a launch platform capable of making the brand immediately recognisable. Two insights shaped the direction. First: every body changes over time. Hormones, age and lifestyle, all affect intimate skin. Regardless of gender, intimate skin still relies on the same barrier function and needs the same long-term protection. Second: men became advanced beauty consumers years ago. Intimate care simply never evolved with them.

We repositioned BAUMA as a radical sincerity brand - replacing the category’s outdated wash-and-control logic with barrier-first care. The strategic platform became FOR ALL: a modular concept built on the idea that intimate care should be built on shared biology, not outdated gender assumptions. We also developed a visual identity and packaging designed to feel closer to modern skincare than traditional intimate care, giving BAUMA a recognisable premium presence. The launch campaign, FOR ALL DICKHEADS, makes a deliberate dick move. Instead of launching through women, BAUMA launches through men, loud, first and without apology. Not because men matter more, but because it was the clearest possible proof that FOR ALL actually means all. Bold, funny and adult, the campaign turned provocation into care, helping BAUMA earn the feed immediately, while building long-term shelf value.