Since2020to 2022, Indonesian people’s awareness about gender equality is starting to arise. There were organic contents went viral in social media discussing about the importance of men’s taking care of their skin’s health, that everyone has the same rights for everything. That is including men’s right tog room them selves using cosmetic products. These condition salign with this project which goal is to spread awareness about the importance of men’s taking care of their body. Men also have skin to take care, but different approach are needed as the skin condition between men and women is different, so is the skin needs. Therefore, different product which dedicated for men is potential to be developed as the current market of total cosmetic is also shows growing trend. The obstacle which brand may face during market its product is the stigma related to masculinity issue. Hence, the strategy in marketing communication needs to be planned. This project is created to erase the Fragile Masculinity stigma in the Indonesian society regarding men using men’s grooming cosmetic products. With the development of a new brand dedicated to men’s skin named FX Homme, Author plans from a zero-based Integrated Marketing Communications Strategy using SOSTAC® steps with the objective of creating brand awareness and building engagement of the new brand with Generation Z as the coretarget of the project through marketing channels with digital as the focus media. The campaign of #Antileceklecekclub which first promotes UV-protection moisturizer named UV Block Moisturizer as the basic but most important skin-caring regime for men