Recipe For Men, one of the leading grooming brands in Europe, was making a play for the American market. The brand wanted to leverage its Swedish heritage and founder’s authentic connection to the product they developed - they met on the ski slopes and knew they needed to do something for their depleted skin.

But how to reach the jaded and saturated media corps in the US?


Make a splash with key media and influencers in the US market to help secure Recipe For Men's place in the booming grooming universe


Provide an intimate, entertaining and informative setting to tell the brand’s story to secure both connection and collaboration with their core audience: media + influencers


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  • Our agency brought on pop culture critic and New York Times contributor Andrea Codrington Lippke – who happens to be Swedish – to host our launch event
  • Held during midsummer in a west side loft space in New York City, our guests gathered at an ‘endless dinner table’ for Swedish family-style food featuring sharable portions provided by Smörgås
  • With every new course, Lippke spoke to the things that Swedish people love: egalitarianism, nature and friendship
    • Creating a ‘natural’ link to the brand, the evening was punctuated by bespoke cocktails featuring Swedish vodka brand Purity infused with herbal elements found in the products



  • The event created goodwill with a variety of media with subsequent coverage

  • Perhaps most notably, through relationships forged at the event, the brand was submitted to, and won, a variety of magazine ’best of grooming’ awards

  • Our agency also connected the brand with their spokesperson, stylist Ben Thigpen


Recipe for Men was featured in a variety of men's lifestyle and news publications such as T: New York Times Style Magazine, Men's Health, Details, Men's Fitness and Outside. 


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