Background: X-Men stands significant in male grooming section as they represent the real men of generation. And they would not stop as Generation Z is taking over the market, X-Men is re-positioning their segment to encourage the spirit of New men and redefine the term "Real Men".

Insight: Gen-Z men fear not to show their unconventional and free-spirited passion and interest in their active lifestyle. But in order to step up from a boy to a real men, they know how to translate their activities into the good actions for others, without compromising his coolness.

The Idea: Real Men turn passion into action.