Men's Perceptions of Lingerie Advertising: A Case Study of Nipplets' Advertisement

Lingerie advertising has traditionally been targeted at women, emphasizing themes of sensuality, empowerment, and self-expression. However, men also play a significant role in lingerie consumption, both as buyers and as influencers in purchasing decisions. This study examines men’s perceptions of lingerie advertising in Indonesia, focusing on the Nipplets brand’s “Real People, Real Body” campaign through a video ad titled “Every Boobs Matters”, which promotes body inclusivity and self-confidence. Using a qualitative approach, semi-structured interviews were conducted with 10 Indonesian men aged 20-45 to explore their responses to inclusive lingerie advertisements. The findings reveal that men’s perceptions are influenced by cultural and societal norms, with urban participants showing greater acceptance than those from conservative backgrounds. Additionally, participants appreciated campaigns that emphasized comfort over sensuality, marking a shift in traditional marketing narratives. This study contributes to gendered advertising research and provides practical insights for lingerie brands in navigating cultural sensitivities while promoting inclusivity in Indonesia.