No Scruf

Status: Viral Marketing Campaign
image I've received a few emails asking me for info about noscruf.org. It appears, on the surface, to be a site created by the NO SCRUF organization, which stands for "National Organization of Social Crusaders Repulsed by Unshaven Faces." It's supposedly a growing coalition of women who have vowed not to shave until men start shaving. Their website, which features lots of photos of hirsute models (obviously photoshopped, or using glue-on hair), proclaims: "Let's end the trend of prickly, scratchy, stubbly faces. We're not going to shave until men do." Last week a No Scruf protest rally was also held in New York's Herald Square featuring TV stars Kelly Monaco and Brooke Burke.

It's pretty easy to figure out that this isn't a real grassroots movement of stubble-hating women. It's a viral marketing campaign dreamed up by Gillette. I figured this out by doing a quick search for domain name info about noscruf.org. Turns out the site's name was registered by Procter & Gamble and the site itself is hosted on servers owned by Gillette. They didn't even try to hide this information.

As for No Scruf's message, I hate shaving, so despite Gillette's efforts to convince me otherwise, I'm keeping my stubble.

Advertising Body Manipulation Websites

Posted on Fri Jul 14, 2006


Comments

I like scruf.
Posted by Maegan  on  Fri Jul 14, 2006  at  02:07 PM
Free Mustache rides here :cheese:
Posted by oppiejoe  on  Fri Jul 14, 2006  at  02:32 PM
It takes more than an unshaven woman to convince me to shave more often than once a fortnight.
Posted by Charybdis  on  Fri Jul 14, 2006  at  02:37 PM
"Scruff" means the nape of the neck.
These women may think they don't like napes now, but we'd all have a hard time without them.
Posted by Big Gary  on  Fri Jul 14, 2006  at  06:18 PM
eBaum's (careful!!!) posted this video today:

http://www.ebaumsworld.com/videos/stubble-boy.html

The "organization's message" is seen at the end ...

Best Wishes Always,
The Legend - Las Vegas, NV
Posted by The Legend  on  Fri Jul 14, 2006  at  06:52 PM
Some people can get away with refusing to shave. I, on the other hand, look like a creepy social misfit if I have so much as a 5 o'clock shadow. Needless to say, I shave often.
Posted by Dano  on  Fri Jul 14, 2006  at  11:05 PM
While we're on the subject of shaving, I though I should mention this article-

http://www.lewrockwell.com/tucker/tucker65.html


No, you don't need shaving cream.
Posted by Dano  on  Fri Jul 14, 2006  at  11:12 PM
I gave up shaving cream almost 20 years ago. I was a busy teen and did not have time to put the gunk on just shave it off. I got in the shower, washed and then shaved. It took me about 2 min and no having to clean the sink up afterwards either. After reading this, I am glad I never got sucked into the racket and have even more reason never to go back.
Posted by Lounge Lizard  on  Sat Jul 15, 2006  at  10:02 AM
George Carlin once said, "Think about how stupid the average person is and remember that at least half of them are stupider than that." This is definately the case with this ad. A sure case of "sex sells". The website is not even a good fake and the women that are supposedly supporting the movement, while definately hot, I have never heard of. The "inspirations" page is a joke too. The poetry, songs and that drawing are foolish. The drawing looks like a professional artist trying to draw like a 6-year-old and failing to hide their skill. The protest song is a joke. If there really is a billionaire heiress backing this, I would expect a more professionally done site.
Posted by Lounge Lizard  on  Sat Jul 15, 2006  at  10:28 AM
Sort of off-topic, I know, but what makes you think billionaire heiresses spend their money well, L.L.?
Posted by Big Gary  on  Sat Jul 15, 2006  at  01:17 PM
How does someone not know who Brooke Burke is??

Anywho...the lather was initially to help the straight razor pass easily over the skin - a lube. And the face was heated, so the pores would open & allow for a closer shave.

Shaving cream doesn't come "hot", and most modern razors slide easily over the skin, now.
Posted by Maegan  on  Sat Jul 15, 2006  at  03:23 PM
well what I dont understand...is what does those women want us men to shave... face, arm pets, legs... i mean the list goes on and on... head? lol. Either way I like the the spirit. to have things said, they took action even it might have hurt their appearance. Is shaved men atractive?
Posted by RisingSunOfNihon  on  Sat Jul 15, 2006  at  09:14 PM
Ok, Maegan, who is Brooke Burke, and why should I care?
Posted by Big Gary  on  Sun Jul 16, 2006  at  06:37 AM
That has to be the most stupid thing ever... Totally gross (in my opinion) and besides, I like some fuzz on my guys! Thank goodness it is fake.
Posted by Jackie  on  Sun Jul 16, 2006  at  11:35 AM
Well considering the resources at their disposal, I just think it would look more professional. This looks strictly like an amature job.
Posted by Lounge Lizard  on  Mon Jul 17, 2006  at  12:48 PM
How about a "NO NAPPY DUGOUT" rally????

Revenge is best served cold & Clam is best served bald.
Posted by Stephan0B  on  Wed Jul 19, 2006  at  05:58 AM
For the people saying that the site should look more professional, you obviously don't understand that Gillette WANTS the site to look amateurish. The reason why they would do such a thing is to make idiots such as yourselves believe that noscruf.org is a grassroots organization, not one backed by Procter & Gamble. grassroots = lack of resources = crappy website. It seems as though it's tricked at least the majority of those who have seen the site. Of those who do know it's a viral marketing campaign, only a handful seem to understand why the campaign would go the
"cheap" route.
Posted by smarterthanthou  on  Fri Jul 21, 2006  at  09:51 PM
I only know of one Brooke Burke,an actress who played in Dodgeball or something,and did a voiceover in a video game called Need for Speed underground.
Not very well known.
Posted by nitedrive  on  Thu Aug 03, 2006  at  03:42 PM
The biggest secret to getting free publicity is simply giving the media what they want and making their job easy for them.
Posted by Nadia  on  Wed Apr 23, 2008  at  10:37 AM
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