Lab Series, the Estée Lauder-owned men's skincare brand, has partnered with US wearable tech firm Jawbone to launch Get Charged – a campaign to help men better understand the connection between heath and wellbeing, and how this affects the skin.
Appealing to the growing numbers of men who are embracing simple, tech-enabled fitness monitors, the campaign promotes Lab Series' new Age Rescue+ skincare product alongside the Jawbone Up device, which offers tailored lifestyle tips via an accompanying Lab Series app.
Jawbone recently launched a version of its Up app that syncs to third-party devices, Apple's HealthKit platform or the smartphone's motion sensor, meaning any participant can track their activity and access the Up platform – even without owning an Up band.
Until November 30, the brands are inviting individuals to contribute data on their sleeping patterns and activity to a national chart, which will be compared to data gathered from other countries around the world.
Joseph Scott Grigsby, vice-president of global marketing at Lab Series, said the challenge would "offer men a more well-rounded view of making smarter lifestyle choices".
For more on men's changing attitudes to wellness and emerging opportunities for targeted tech, see Men's Health: New Directions.