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Shifting Gears: Manscaped's Brand Transformation
When Marcelo Kertész joined Manscaped, the men’s grooming company was synonymous with performance marketing, allocating almost three-quarters of its budget to it. However, recognizing limits to this approach, Kertész guided the brand toward a comprehensive strategy that emphasizes long-term brand growth.
Lighthearted Humor Meets Serious Business
Manscaped’s recent “Send Face Pics Instead” campaign cleverly reframed its identity from a groin-centric brand to a holistic men’s grooming expert. Using data-driven insights, the campaign humorously encouraged men to focus on facial grooming rather than below-the-waist grooming. Kertész reflected on the success of this lighthearted approach, suggesting that humor combined with educational messaging creates genuine connections with consumers.
The Data-Driven Approach to Marketing
In collaboration with sex researchers, Manscaped commissioned a study revealing men are significantly more likely to receive positive responses when they send pictures of their faces rather than other body parts. This data-driven focus not only fueled the campaign's creative direction but also reinforced Manscaped's evolution from niche positioning to broader relevance in the grooming market.
Challenge of Brand Recognition and Authority
Despite its bold rebranding initiatives, Kertész acknowledged the challenge of repositioning Manscaped as a comprehensive grooming brand. The company is currently known as a leader in the groin care category but seeks to establish authority in facial grooming. This journey is not without its hurdles; as Kertész notes, entering a crowded market filled with established brands requires consistency and strategic moves.
Results Matter: Balancing Buzz with Effectiveness
While Manscaped's marketing team successfully garnered over 60 million organic views for its campaign, transitioning that engagement into tangible growth is a critical challenge. Kertész emphasized that measuring success in less traditional ways is essential for long-term sustainability, shifting focus from immediate returns to building brand equity over time.
Expanding the Media Mix for Broader Reach
With a significant shift towards upper-funnel marketing, Manscaped’s advertising strategy now includes more television ads, partnerships with influencers, and out-of-home (OOH) campaigns, reflecting their objective of increasing brand awareness. Kertész articulated a vision for using humor and relatability to enter popular cultural conversations while maintaining the authenticity that defines Manscaped.
A Bold Future Ahead: Lessons for Business Owners
This transformation story illustrates a crucial lesson for business owners: don't shy away from redefining your brand as you grow. Embracing change in response to market demand can open up innovative avenues for customer engagement. For brands aiming for long-term growth, the focus should not only be on immediate profits but also brand perception and consumer loyalty, as seen in Manscaped’s journey.
Call to Action: For business leaders looking to scale their brands, exploring innovative marketing strategies and reevaluating your brand's identity may be the key to unlocking new growth opportunities. Be bold, embrace change, and consider what your brand could become.
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