Luxury fashion house Ermenegildo Zegna has launched 'What Makes a Man', a campaign aiming to tackle traditional ideals of masculinity and sensitivity. It comes at a time when brands are looking to update perceptions of the modern man in a way that is authentic.

Dove has launched a campaign to appeal to the average man by featuring three athletes who share names with pro sportsmen. Prioritising inclusivity, the brand is tuning into an increasing demand for advertising that more accurately reflects the diverse definitions of modern masculinity.

While people may associate erectile dysfunction and baldness treatments with older men, Hims is targeting a younger market. By using a tone of voice that’s more approachable than a regular pharma firm, it’s helping to guide them around the pain points that impact personal health and self-care.

The premium candle market is heating up – growing by a third in just two years. Alongside mass-market favourites, a new pack of digital-first brands is blazing a new trail. Boy Smells’ scented candles speak to the Instagram age, subverting gender stereotypes and tapping into the wellness movement.