HMN

HMN (pronounced human) is a skincare brand for men. By putting convenience first and offering their products directly through the mail, HMN is committed to making skin care for men as natural as brushing your teeth.

Roderick and I collaborated on the creation of HMN Skincare. Ro wrote down our vision in the right tone of voice and created beautiful (SEO) websites and product texts. In addition, he can think commercially and of course that helps. Keep up the good work!

In the weeks leading up to the brand's launch, founders Constantijn and Martin were faced with a significant challenge. Finding a competent English-language copywriter who could capture the 'toughness,' HMN was looking for was no easy task. The texts were too feminine and lacked the 'toughness' HMN was looking for. The question was simple: "Roderick, can you create a voice-over for our introduction video and write website and product texts that match our vision?

How do you bring something as abstract as 'masculinity' back into something as concrete as text? I looked for the answer in short sentences, straightforward language and tactical use of words with male connotations. For example, I used "your new skincare ally" to describe a day cream and their sunscreen as a "reliable protection against the sun's daily assault. This militaristic language was precisely what HMN needed to stand out from the competition.