Old to New

Big news. We’re changing our name to New Guy Skincare™. Here’s why.

Long Story Long

When we started this company, we wanted to make natural skincare specifically for older men. The term ‘old guy’ was meant to be an affectionate nod to the aging process. It was also meant to be a way of acknowledging that we are paying attention to a group of men who may at times feel a bit invisible in a culture where youth is promoted.

Our approach has always been lighthearted with an emphasis on recognizing everyone’s inner youthfulness. You may be an old guy in appearance, but you are that same guy you’ve known your whole life. Yes, you’ve matured, and perhaps even gained some wisdom along the way. You’ve also not given up. You’ve got plans. You still like a good laugh. When someone says, “Hey, you look good today,” it lifts your spirits. You are the same guy, after all.

But here’s the rub. It’s one thing to embrace the duality of looking older but feeling the same as before, it’s a whole other thing to being reminded that you are older.

What we had done with Old Guy Skincare was clearly identify the target customer, and at the same time scare him away. Okay, scare might be too harsh. People really liked our products. They just didn’t want to be reminded every morning that they are an old guy (whatever that means). It was more like, love the idea, love the products, hate the name.

Pivot

So, we’ve decided to change the name, from old to new. The great ingredients and formulas haven’t changed, just a new name. We thought a lot about other names but when we looked at it, what we’ve always been about is this idea that every day is a new day, regardless of your age. 

In fact, thinking of yourself as a new guy every time you apply Dew It! and Soak It Up! is what we hoped people would feel from the get-go.  

Now our purpose has changed slightly, from just putting the bounce back into your skin to transforming older guys into newer guys. Same great quality products, same upbeat and lighthearted approach, but now we’re in the transforming business. Now we’re in the big leagues with all of those companies whose mission is “making the world a better place.”

That’s because we’re new guys now, and that’s how we roll.