By  on August 25, 2016

Clinique for Men is adding guys to its squad—and counting on a more attuned male audience with its new campaign, #behindtheface.

Launching in September, the global campaign is a digital push featuring three male faces Clinique has dubbed influencers for their relatable qualities — South Korean-American actor Daniel Dae Kim, British author and photographer Levison Wood and an undisclosed third, who will be announced in conjunction with a new product launch in April 2017. The time is right for a men’s push, said Julien Moignard, vice president of skin-care marketing at Clinique for Men. The brand is banking on its research that men now — particularly Millennials — are more interested in the concept of caring for their skin than they were 10 years ago.

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