For National Men’s Grooming Day, Groomed LA teamed up with Baxter of California to support their #LifeLivedTrue Campaign. Baxter of California, a brand born in LA from its founder’s independent spirit, sought to reimagine its position in men’s grooming through provoking, real stories and cultural observations that connect with evolving trends, preferences, and lifestyles.  The resulting brand campaign, “Life Lived True,” is an honest depiction that grounds the brand in a modern California culture through a lens that is inclusive of all expressions of masculinity—modern masculinity. “Life Lived True is about being honest with yourself, embracing your imperfections, and not being afraid to showcase who you are as you experience life. This campaign aims to show our consumers that we will never be a brand that wants to dictate who they should be or how they should live their lives. Baxter of California wants to be a partner on your journey, empowering you to make your unique mark on the world by living freely and authentically,” notes Baxter of California’s Global General Manager, Yann Joffredo.

The brand teamed up with agency of record Exposure America and photographer Ben Grieme to introduce “Life Lived True” in the city it has called home since 1965—Los Angeles. The series of portraits, accompanied by scenic imagery, shine a light on the diverse subjects, cast from the streets of LA—true to the spirit and culture of this city.  It was important for the brand that this honest, authentic spirit of California culture was captured not only by the subjects’ stories and their environments, but also through their unique styles and grooming habits. The brand enlisted the help of Baxter of California Lead Stylist, Whitney VerMeer, to get the job done.

“I work with a lot of career models, but my favorite projects are the ones where I cast people from Instagram or someone I pass on the street who has an interesting or intriguing look – most don’t have a modeling background in any capacity. There’s something really beautiful about watching a person transform behind camera and see their confidence blossom throughout the process. It was easy to appreciate the fresh approach and styling of this Baxter of California shoot since it’s very much in line with what I do,” Whitney VerMeer, Baxter of California Lead Stylist and NAHA 2017 Men’s Hairstylist of the Year.

xx Jonathan Stinson