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SADA MEN
Brand strategy, Shopify design, ambassador program & GTM execution for a men's skincare disruptor
EMAIL US
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A SHORT INTRODUCTION
SADA MEN launched as Australia's first clay mask designed specifically for men's skin. A bold product in a market shaped by stigma and stereotypes. To break through, they needed more than a great formula. Antimony built the brand, designed the website, stood up a 400-person ambassador program, and executed the GTM strategy that put SADA MEN on retail shelves within the first year.
SERVICES PROVIDED

WEBSITE & PRODUCT LANDING PAGE DESIGN


SOCIAL MEDIA ADVERTISING


MARKETING & COMMUNICATIONS STRATEGY


ADVERTISING CONTENT DESIGN


LEAD & SALES FUNNEL DESIGN & MANAGEMENT


COPPER CRM SETUP & EMAIL AUTOMATION

CREDIT

JOE HAMMOND

VIDEO DIRECTOR & PRODUCER

LAGOON.NZ

FEATURE VIDEO PRODUCTION

CREDIT

JOE HAMMOND

VIDEO DIRECTOR & PRODUCER

LAGOON.NZ

FEATURE VIDEO PRODUCTION

CREDIT

JOE HAMMOND

VIDEO DIRECTOR & PRODUCER

LAGOON.NZ

FEATURE VIDEO PRODUCTION

CREDIT

JOE HAMMOND

VIDEO DIRECTOR & PRODUCER

LAGOON.NZ

FEATURE VIDEO PRODUCTION

CREDIT

JOE HAMMOND

VIDEO DIRECTOR & PRODUCER

LAGOON.NZ

FEATURE VIDEO PRODUCTION

THE CHALLENGE

Breaking the Stigma Around Men's Skincare, One Mask at a Time

‍

THE CONTEXT

Men's skincare in Australia was growing but still dominated by legacy brands and clinical positioning. SADA MEN entered with an Australian-made, native-ingredient clay mask that needed to feel approachable, masculine and premium simultaneously. The brand had to earn permission before it could earn revenue.

‍

MARKET ANALYSIS

The men's grooming market globally was projected to exceed $115 billion, but penetration in skincare-specific categories remained low in Australia. SADA MEN's opportunity was to own the entry point: a single hero product that made skincare feel simple and accessible for men.

‍

OUR MOVE

From Launch to Retail Shelves in Under 12 Months

Wiroa Station

This private 88-hectare playground stretches over the tranquil Te Puna Inlet

SEE WIROA CASE STUDY

MATAKA LOT 14

This private 88-hectare playground stretches over the tranquil Te Puna Inlet

SEE MATAKA LOT 24  CASE STUDY

WORDS FROM ANTIMONY
SADA MEN is proof that you don't need a massive range to build a massive brand. One hero product, one clear story, and a community that believed in it. The 400-person ambassador program became the engine. The product became the proof.
Sam Hill, Founder & Strategy Director of Antimony
Aaron Etches 2

Antimony are an amazing team to work with. They've helped us step the business up several levels in a very short space of time.

‍

OUR MOVE

Antimony delivered brand strategy, creative direction, a custom Shopify website, Klaviyo CRM and email marketing, and a micro-influencer and ambassador program. The UGC content collected became the backbone of a targeted advertising campaign using structured go-to-market and content strategies.

‍

KEEPING IT REAL

The Shopify build was designed to resonate with the practical, solution-oriented mindset of the target demographic. From a user-friendly skincare quiz to concise product content, every element guided users from curiosity to purchase. Klaviyo flows continued the conversation long after the first interaction.

‍

LAUNCH & RETAIL

SADA MEN's launch saw 210 product sales in the first month. The brand's appeal was validated by a distribution deal with TK Maxx, marking the beginning of SADA MEN's journey toward becoming a household name in Australian men's skincare.

WORDS FROM SADA MEN
"Antimony are an amazing team to work with. They have gone above and beyond to support our vision for the brand launch and have helped us step the business up several levels in a very short space of time."
Daniel Baric, SADA MEN Co-Founder
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SERVICES PROVIDED
  • BRAND & COMMUNICATIONS  STRATEGY
  • PRODUCT DESIGN
  • DIGITAL MARKETING
  • DIGITAL APP DESIGN & EXECUTION
  • LAUNCH EVENT STRATEGY
  • CREATIVE DIRECTION
  • HR MANAGEMENT & HIRING
  • SENIOR LEADERSHIP COACHING
credit
  • BRENDAN GILLEN
  • GROWTH ADVISOR
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MORE WORK IN  HEALTH AND WELLBEING
Project

Dave O’Brien

Welltech Nutrition

TYPE

Branding, Strategy

Rebrand & Product Design

Antimony Footer Discoball Image

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Watch us move.

Now Hiring:
Copy Writer
CX Designer
Marketing
Manager
Internship
JOIN US
We love to dance. Watch us move.
JOIN US
HOME
WORK
STUDIO
CONTACT US: MEL / AKL
ON INSTAGRAM
Antimony acknowledges the Wurundjeri people who are the Traditional Custodians of this Land on which Iwe work upon. We pay our respect to the Elders past, present and emerging of the Kulin Nation & extend that respect to other Indigenous Australians present. Their Sovereignty will never be ceded.
WE DON'T LIKE POP-UPS EITHER. BUT WE DO LIKE COMPLIANCE. HERE'S OUR PRIVACY POLICY & OUR T&CS IF YOU CARE TO READ.
Antimony acknowledges the Wurundjeri people who are the Traditional Custodians of this Land on which Iwe work upon. We pay our respect to the Elders past, present and emerging of the Kulin Nation & extend that respect to other Indigenous Australians present. Their Sovereignty will never be ceded.
WE DON'T LIKE POP-UPS EITHER. BUT WE DO LIKE COMPLIANCE. HERE'S OUR PRIVACY POLICY & OUR T&CS IF YOU CARE TO READ.
back to all work
back to all work
back to all work
back to all work
back to all work
back to all work
back to all work
back to all work
back to all work
Antimony Footer Dancing Man Image
SERVICES PROVIDED
  • BRAND & COMMUNICATIONS  STRATEGY
  • PRODUCT DESIGN
  • DIGITAL MARKETING
  • DIGITAL APP DESIGN & EXECUTION
  • LAUNCH EVENT STRATEGY
  • CREATIVE DIRECTION
  • HR MANAGEMENT & HIRING
  • SENIOR LEADERSHIP COACHING
credit
  • BRENDAN GILLEN
  • GROWTH ADVISOR
Antimony Footer Dancing Man Image
MORE WORK IN  HEALTH AND WELLBEING
Project

Elly Sofoclí

Sada Men

TYPE

Web Design & Development

Web Design & Strategy

Antimony Footer Discoball Image

We love to dance.  
Watch us move.

Now Hiring:
Copy Writer
CX Designer
Marketing
Manager
Internship
JOIN US
Antimony acknowledges the Wurundjeri people who are the Traditional Custodians of this Land on which Iwe work upon. We pay our respect to the Elders past, present and emerging of the Kulin Nation & extend that respect to other Indigenous Australians present. Their Sovereignty will never be ceded.
WE DON'T LIKE POP-UPS EITHER. BUT WE DO LIKE COMPLIANCE. HERE'S OUR PRIVACY POLICY & OUR T&CS IF YOU CARE TO READ.
We love to dance. Watch us move.
JOIN US
HOME
WORK
STUDIO
CONTACT US: MEL / AKL
ON INSTAGRAM
Antimony acknowledges the Wurundjeri people who are the Traditional Custodians of this Land on which Iwe work upon. We pay our respect to the Elders past, present and emerging of the Kulin Nation & extend that respect to other Indigenous Australians present. Their Sovereignty will never be ceded.
WE DON'T LIKE POP-UPS EITHER. BUT WE DO LIKE COMPLIANCE. HERE'S OUR PRIVACY POLICY & OUR T&CS IF YOU CARE TO READ.
We love to dance. Watch us move.
JOIN US
HOME
WORK
STUDIO
CONTACT US: MEL / AKL
ON INSTAGRAM
Antimony acknowledges the Wurundjeri people who are the Traditional Custodians of this Land on which Iwe work upon. We pay our respect to the Elders past, present and emerging of the Kulin Nation & extend that respect to other Indigenous Australians present. Their Sovereignty will never be ceded.
WE DON'T LIKE POP-UPS EITHER. BUT WE DO LIKE COMPLIANCE. HERE'S OUR PRIVACY POLICY & OUR T&CS IF YOU CARE TO READ.