YouTube channel LIT breaks stereotypes on men’s grooming

Largely due to stereotypes associated to grooming and skincare for men the options available online for them to seek expert guidance have always been skewed while digital platforms are cluttered with content around beauty/make up for women. With an aim to address this gap and shatter stereotypes around men’s grooming Living in Trend (LIT), a non-fiction YouTube channel owned by Rusk Media has launched a short video series ‘Grooming Masterclass’, exclusively created with Ustraa, India’s biggest online grooming brand for men.

The video series , https://www.youtube.com/watch?v=c1Gflwogspo focuses on importance of men’s grooming and simultaneously breaks societal taboos that man-hood is mostly associated with, where grooming and skincare is referred to as being feminine. The idea is to underline that with changing times, people are learning to coexist in harmony by respecting each other’s lifestyle and mind set, we need to shed off our inhibitions and stereotypes associated with men’s grooming.

With a series of 24 episodes, this Grooming Masterclass, is one of its kind defying pre-conceived notions on the do’s and don’ts of men’s grooming. The duration of each video is approximately 4 minutes, and starting 2^nd Oct one video will be released every week. Starring two young anchors – Dishant Gulliya, actor, and Nandan Chawla, singer/ actor and popular Youtuber, the series talks about latest trends and fashion, while highlighting the importance of grooming for men. With conversations that are humorous, entertaining yet informational, the series educates the audience on how men’s grooming is essential and why it should not be a taboo.  

Elaborating on the association, Co-founder and CEO, Mayank Yadav, said, “For the longest time men and women have been drawing inspiration for style and grooming from Bollywood, yet that has not been able to break the ice on stigma around fashion and skincare for men. In the recent times, the increased access to internet and dependence of youth on digital content and social media, has come to us as an opportunity to engage with the audience in formats that are more relatable and subjects that were otherwise considered a stigma.

In association with Ustraa, our experts from the content team have tried to create a non – fiction conversation led series for the Gen-Z whilst keeping the message and ethos intact. The whole idea of creating this content is based on engaging with the viewer with information and instances that they would relate to and engage with. “

On the association with Rusk Media, Nikhil Saxena (Head Of Design), Ustraa, said, “Men have finally started opening up to the idea of personal grooming, skincare and beauty. With increasing dependence on social media to drive inspiration, men (the Gen Z and the millennials) have started turning to digital content for guidance on grooming themselves. Hence, our collaboration with LIT of Rusk Media comes as a strategic marketing initiative, where we want to grab eyeballs of our target audience. With the expertise of the content team at RUSK Media of curating brand integrated relatable content, we have been able to create a series of engaging videos that keeps the brand messaging intact.”

Living in Trend (LIT), a Rusk Media Platform, is a new age, digital entertainment company which targets the Gen-Z and millennial, using a unique blend of engaging ideas powered by creative inputs and deep data insights to produce stories that resonate with this new age audience and touch their lives. Opening up about this long followed societal stigma, this series touches upon the topic that with the advancement in time, the market is flooding with only-men's products, from shampoos to beard oils to skin care essentials. The video also highlights the gender specifications of grooming and wellness that were hitherto attached only to women are now being levied on men as well.