According to BIC, societal expectations of masculinity often place immense pressure on men, leading to feelings of isolation, stress and reluctance to seek help.

Breaking the stigma surrounding mental health and encouraging self-care practices are crucial in addressing these challenges, adds BIC. Self-care is seen as a holistic approach that recognises the interconnectedness of mental, emotional and physical well-being. However, many men need to become more familiar with this concept.

According to the brand, studies have shown that self-care practices, including grooming, can positively impact one's psychological state and feelings about oneself. Finding the right approach to address this topic amongst men is not easy, especially with the social stigma around it.

Commemoration Men's Mental Health Month, marketing manager at BIC Kutlwano Tshetlhane says, "We launched the 'Master Your Look' campaign five years ago to empower young South African males and encourage them to embrace their unique self by following self-care regimes as well as expressing themselves authentically."

"We are proud of the impact we've had on young South Africans to date, and we will remain committed to empowering them further to help build a prosperous future," adds Tshetlhane.

Ashwin Bosman was one of the 2022 campaign ambassadors and a South African netball player and creative director. His campaign video explains that during his youth, he was bullied and, as a coping mechanism, decided to change his outward appearance so that people looked at him differently and saw him as 'tough'.

"I had different kinds of hairstyles, and I thought maybe they wouldn't bother me if I had a moustache. During my professional career, people started taking me more seriously, I had a specific look and I liked the feeling it brought me," Bosman says.

Ashwin moved to become a flight attendant at some point, which meant that he needed to look more 'customer friendly' and get rid of his beard.

"This brought a different element of respect, as people look at you differently if you're well-groomed and considered neat. I liked that my beard (or lack of beard) has given me different dimensions to my personality and perception. It literally feels like I can master my own look with all the changes I went through," adds Bosman. 

BIC says that by prioritising self-care and confidence, it aims to nurture young men's mental and emotional well-being, helping them navigate societal expectations and stereotypes. With BIC Shavers, the brand provides men with the necessary tools to feel confident, comfortable and proud of who they are.

The brand concludes that Men's Mental Health Month serves as a timely reminder to prioritise the well-being of men and address their unique needs.

Individuals are encouraged to watch the 'Master Your Look' videos series here.

For more information, visit www.mea.bic.com. You can also follow BIC on Twitter or on Instagram.