Baxter of California, a brand born in LA, sought to reimagine its position in the men’s grooming world through provoking, real stories and cultural observations that connect with evolving trends, preferences and lifestyles. The resulting brand campaign, “Life Lived True,” is an honest depiction that grounds the brand in a modern California culture through a lens that is inclusive of all expressions of masculinity—modern masculinity.
“The world is discovering now what Baxter of California has channeled since its birth in 1965. Modern masculinity is about more than just your physical appearance—it’s an expression of self that is non-binary, gender-agnostic, and blind to race or religion, a way of living bravely, unafraid of stereotypes or judgments. Venturing beyond the ordinary is in the brand’s DNA, where expertise, heritage and trends collide,” says Yasmin Dastmalchi, Baxter of California’s Global Head of Marketing.
From the brand’s own female barber to a fencing pro, the raw photography showcases how the subjects live their lives true, fueled by passion inherent to who they are.
It was important for the brand that this honest, authentic spirit of California culture was captured not only by the subjects’ stories and their environments, but also through their unique styles and grooming habits. The brand enlisted the help of Baxter of California Lead Stylist, Whitney VerMeer, to get the job done.
“I work with a lot of career models, but my favorite projects are the ones where I cast people from Instagram or someone I pass on the street who has an interesting or intriguing look—most don't have a modeling background in any capacity. There's something really beautiful about watching a person transform behind camera and see their confidence blossom throughout the process. It was easy to appreciate the fresh approach and styling of this Baxter of California shoot since it's very much in line with what I do,” Whitney VerMeer, Baxter of California Lead Stylist and NAHA 2017 Men’s Hairstylist of the Year.
Visit the new #LifeLivedTrue
Client: Baxter of California (@baxterofca)
Agency: Exposure Creative Agency (@exposureamerica)
Photographer: Ben Grieme (@bengrieme)
Lead Groomer: Whitney VerMeer (@whiteneyvermeer)
Supporting Groomer: Ananda Tuyes (@ananda_tuyes)
About: Since 1965, Baxter of California has been a pioneer in understanding and meeting men’s grooming needs. Founded by Baxter Finley amidst an era of freedom and self-expression, the brand continues to operate with the same individualistic mindset today, providing grooming essentials to men of all generations.