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Is it ok for guys to Cry: Lynx challenge rules of masculinity in New Campaign

Words by Marvin Maddix


Lynx, UK’s male grooming brand*, is today launching #isitokforguys, a Google search-driven campaign that reveals how guys are searching online for answers to the questions they can’t face asking out loud. From “is it ok for guys to cry” to “is it ok for guys to have long hair”, the data shows the insecurities that guys are turning to Google to answer.

 #isitokforguys aims to help liberate men from cultural pressures and labels that tell them what it means ‘to be a man’, with a series of films and interviews that answer the most searched questions on Google. Featuring boxing heavyweight champion Anthony Joshua, godfather of grime Wiley, BAFTA Rising Star winner Will Poulter and some of the UK’s leading male YouTubers – from today, these films will become visible to men typing these questions into Google.

Rik Strubel, Lynx Global Vice President, at Unilever said, “We want guys to see there’s no holds barred on what men can or cannot be. We need to help more men by tackling toxic masculinity, head on. Our aim is to create an inclusive society where everyone – men and women – can be who they want to be. Data showed us what real guys around the world are asking Google about their own insecurities, so we put forward real guys with real answers. We want to tell guys that there’s no rules around how they should look, act or feel – they should be open and proud to be themselves.”

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