Oct 27, 2026 · 34 min · 10 segments
There are two kinds of men in the shower. The first are those with a washcloth and a bar of soap. The second are those who assure you he’s fine with what he has. He doesn’t need you to buy him body…
Erin EverhartHost
What were some of those messages that you were testing and learning in social to ultimately bring you to the brand platform for the men who put in the work today?
That was a long process, but one of the more interesting things along this journey before we arrived at that conclusion was around men's literacy, comprehension, understanding, and utility of natural within men's personal care.
Do men understand natural? Does it mean the ingredients that you put into the product? How many of those natural ingredients do they understand? Does it mean free from? Does it mean I don't have these things? I don't have phthalates, I don't have parabens.
What's their comprehension of that? What is a female purchaser's comprehension of that? So there's a lot of learning being done there in terms of understanding how that asset of being an asset and equity of being a naturally derived product.
How do I communicate that in a way in which it's meaningfully different amongst my competitors set as well as including those legacy players that for a very long time did not have those offerings.
In terms of just answer your question of fermented put in the work for a long time, the category was not entrenched in natural products.
always focused on fragrance, always focused on effectiveness, but not really a natural.
There's an expectation from consumers that increasingly I'm gonna want natural products that are better for me.
If I'm gonna put the right things in my body, I probably should be putting the right things on my body.
And so our positioning, like you said, at the beginning of this session around being naturally derived and outdoor inspired, while very true to our DNA, very true of our products, we felt that we needed to really leverage our understanding of the consumer or place within the market to come forward with a more emotionally resonant message.
And that was based on the insight that our guy is not waking up every morning thinking about the shower he's going to take.
He's really thinking about all the things he's going to do that at the end, he'll take a shower.
But it's like he's thinking about that mountain biking trip that he can't wait to go on.
So how do we market to the guy who is not thinking about his shower the very beginning of his day, but rather the shower is sort of the punctuation on all of the activity that he did up until that point?
Well, and you also introduced an interesting dichotomy where you have your guy, this is the product, but then you have the girlfriend, the wife, buying the product.
Did you look at what natural or what this campaign meant for maybe the user of the product and perhaps the purchaser of the product, too?
It can be within slicing up different segments within a male end user, and it can be slicing up different segments of female purchasers.
And because of... because of the beauty industry and how their consumers, mostly women, are so far along on the adoption curve, the understanding of what natural means, the scrutiny with which natural claims are evaluated, it is much more intense amongst a beauty consumer than amongst a men's personal care user.
What were some of those messages that you were testing and learning in social to ultimately bring you to the brand platform for the men who put in the work today?
That was a long process, but one of the more interesting things along this journey before we arrived at that conclusion was around men's literacy, comprehension, understanding, and utility of natural within men's personal care.
Do men understand natural? Does it mean the ingredients that you put into the product? How many of those natural ingredients do they understand? Does it mean free from? Does it mean I don't have these things? I don't have phthalates, I don't have parabens.
What's their comprehension of that? What is a female purchaser's comprehension of that? So there's a lot of learning being done there in terms of understanding how that asset of being an asset and equity of being a naturally derived product.
How do I communicate that in a way in which it's meaningfully different amongst my competitors set as well as including those legacy players that for a very long time did not have those offerings.
In terms of just answer your question of fermented put in the work for a long time, the category was not entrenched in natural products.
always focused on fragrance, always focused on effectiveness, but not really a natural.
There's an expectation from consumers that increasingly I'm gonna want natural products that are better for me.
If I'm gonna put the right things in my body, I probably should be putting the right things on my body.
And so our positioning, like you said, at the beginning of this session around being naturally derived and outdoor inspired, while very true to our DNA, very true of our products, we felt that we needed to really leverage our understanding of the consumer or place within the market to come forward with a more emotionally resonant message.
And that was based on the insight that our guy is not waking up every morning thinking about the shower he's going to take.
He's really thinking about all the things he's going to do that at the end, he'll take a shower.
But it's like he's thinking about that mountain biking trip that he can't wait to go on.
So how do we market to the guy who is not thinking about his shower the very beginning of his day, but rather the shower is sort of the punctuation on all of the activity that he did up until that point?
Well, and you also introduced an interesting dichotomy where you have your guy, this is the product, but then you have the girlfriend, the wife, buying the product.
Did you look at what natural or what this campaign meant for maybe the user of the product and perhaps the purchaser of the product, too?
It can be within slicing up different segments within a male end user, and it can be slicing up different segments of female purchasers.
And because of... because of the beauty industry and how their consumers, mostly women, are so far along on the adoption curve, the understanding of what natural means, the scrutiny with which natural claims are evaluated, it is much more intense amongst a beauty consumer than amongst a men's personal care user.
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