Baxter Of California Launches ‘WTF’ Video Series To Millennial Set

L’Oreal brand’s videos, launching at a rate of one each week, are reminiscent of other humorous campaigns that have made waves in the men’s grooming segment, featuring wisecracking celebs, raffishly dropped f-bombs and readily digestible grooming pointers. Baxter head Nathan Puksta discusses the initiative, Baxter’s approach to the category and the brand’s plans going forward.