If you have any hair on your body, chances are you own a razor of some sort. Hair-shaving products are essential items, and generally, they’re not very fun to purchase, but Manscaped managed to infuse some excitement into the grooming industry.
How do you turn a shaver into a cultural phenomenon? It takes balls.
On a 2018 episode of Shark Tank, Manscaped received $500,000 from Mark Cuban and Lori Greiner. Five years later, the business has seen tremendous growth — and not the kind you want to shave down. It’s valued at $1 billion, and it’s gaining a loyal following.
This success wasn’t a mistake. While customers may see a humorous, modern brand, behind the scenes there’s a smart company with masterful marketing and a clever strategy to infiltrate the grooming market.
It found a hole in the market
People don’t talk about male grooming too much, especially when you’re referring to trimming sensitive areas. So, what do people do when they encounter a taboo topic? They search online, and manscaped was determined to be that top result.
Founder Paul Tran wanted to infiltrate this untapped market, and he didn’t beat around the bush. The company told customers exactly what it does by naming itself “Manscaped,” a pre-existing slang term used to describe trimming hair in the pubic and groin areas. By doing this, the brand didn’t shy away from its taboo subject, instead, it wears it like a badge of honor.
It‘s a master of the omnichannel
If you recognize Manscaped, and you don’t own one, it’s likely because you’ve been exposed to the ads, and that’s because the ads are everywhere. That’s intentional because the company embraces almost every type of medium — TV, podcasting, social media, you name it.
This omnichannel approach has some hits and misses, and the brand won big with its use of podcast marketing and its use of influencers. This is likely due to the almost-NSFW nature of Manscape’s product which demands attention, and the fact that everyday people promote the product, making manscaping feel relatable. So when the brand branches out for larger campaigns, it makes sense to work with celebrities like Pete Davidson. His crass humor aligns with the brand’s target audience, but he’s also not known for having an unobtainable body. That’s the point; anyone can use a Manscape shaver, even if they have a face for podcasting or a body for comedy.
There is always a promo
If you find yourself paying full price for grooming items from Manscaped, you’re doing it wrong. There is always a way to save on the products, and you can probably score a deal simply by watching a social media influencer or by listening to a podcast; those are ripe with promo codes. At the very least, you can find sponsored bundles with freebies, and they’re not reserved for Black Friday.
So, if Manscaped products are always on sale, are they ever really on sale? As far as the company is concerned, yes, they are. People love getting a deal, so as long as people think they’re scoring a bargain, it doesn’t matter how frequently the brand runs promotions. In the worst-case scenario, someone doesn’t use the promo code, and that means Manscaped earns a higher profit.
Manscaped doesn’t take itself too seriously
Humor is a critical element of Manscape’s marketing. It’s all over the branding, including the company’s balls-shaped logo and the biz doesn’t shy away from a suggestive joke. You can see this during the company’s pitch on Shark Tank, and they walked away with a deal.
This strategy was enough to win over the sharks, but it’s even more critical for the brand’s target demographic. Not only does it cater to males, but the products are designed with the 15–35 age group in mind. Destigmatizing the male grooming industry is a bit uncomfortable, especially for younger people unfamiliar with these types of products, but humor can be an effective tool to break the ice. It makes people pay attention to the ads, rather than run away from them, building trust with prospective customers.
The products mean business
Jokes aside, once customers have swiped their cards, they’re left with the grooming products. And based on reviews, they work pretty well. The brand has innovated its products making upgrades with each generation. Most recently, it released the Lawn Mower 5.0 Ultra at the end of 2023.
This allows people to upgrade if they’d like, but even an older Lawn Mower can trim the lawn. Customer satisfaction and a solid reputation have helped the brand grow, but Manscaped also sells hygiene products like deodorants, aftershaves, and moisturizers. As customers build trust with the brand, they will become repeat buyers. Not just for a new shaver, but for consumable grooming products that are replaced more often.
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