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Who are they: Manscaped was founded in 2017 when founder & CEO, Paul Tran, noticed that men didn’t have enough options when it came to hygiene and grooming products. Manscaped is now a manufacturer and online retailer of personal care products and is among the best in men’s below-the-waist grooming and hygiene. The company creates a dynamic educational movement and culture focused on the importance of men’s health, hygiene, and refinement.
What's their product: Grooming tools that help men take care of their private (ahem, 'hard to navigate') areas with safe, precise tools. All their products stick to the 'manscaping' concept, offering tools such as the 'Lawn Mower', the 'Weed Whacker', the 'Shears', and the 'Crop Preserver'. Manscaped’s product line was created specifically for a man’s distinctive grooming needs featuring specially formulated products to cleanse, moisturize, and deodorize, as well as tools engineered to give a man a close and refined appearance.
Who's their target audience? Men between the ages of 18-35. Manscaped engages with this audience by using humor, which also helps break down the risque nature of the product.
- Manscaped has sponsored over 2,000 YouTubers
- The sponsored video that received the most views in 2022: The Biggest Cheater in Guitar History was Finally Caught
- They have received over 2B views (that's A LOT of exposure!
Here's a Manscaped sponsorship that shows the brands risk-taking, humor- filled nature:
Manscaped’s content strategy is clearly effective on both podcasts and YouTube channels. Positioning itself on unique Lifestyle channels like style and fashion advice experts is working really well. It doesn’t hurt that they're also dabbling in the Sports, Gaming and Entertainment categories as those typically appeal most highly to the male demographic.
our ThoughtLeaders intelligence tool tracks the brand's debuts in sponsored content, and we can see that Manscaped’s first appearance was on Neemzzz YouTube Channel back in August 23, 2017, under the Lifestyle category. Their first crack at Podcast advertising was on DEATHSQUAD Podcast back in April 4, 2019.
Here are the channels who's content Manscaped has appeared on most frequently:
Six out of ten of the top performing videos sponsored by Manscaped are from the same channel, Patty Mayo. The channel has 9.98M subscribers, 568 billion total views and has been sponsored by Manscaped 14 times to date.
Here are the videos sponsored by Manscaped that have received the highest views:
Aug 17, 2018
United States
44M Views
464K Likes
Duration: 0:33:00
Sep 30, 2018
United States
16M Views
230K Likes
Duration: 0:42:47
Jul 31, 2020
United Kingdom
15M Views
182K Likes
Duration: 0:42:27
Jul 7, 2019
This video has been made private.
United States
14M Views
331K Likes
Duration: 0:36:07
May 5, 2019
United States
14M Views
261K Likes
Duration: 0:53:44
Sep 29, 2018
United States
13M Views
239k Likes
Duration: 0:33:55
Nov 14, 2020
This video is only available to watch on YouTube. Click here to watch it.
United States
13M Views
166k Likes
Duration: 0:03:29
Aug 29, 2020
Canada
10M Views
256k Likes
Duration: 0:13:00
Oct 26, 2019
United States
8M Views
137k Likes
Duration: 0:24:26
May 28, 2020
Canada
7M Views
164k Likes
Duration: 0:13:02
Every man has the right to be pampered and the discount they’re offering has been consistent across channels as it’s clearly driving purchases. Integrations on podcast YouTube regularly urge the audience to "Get 20% Off and Free Shipping!"
Manscaped’s rival is currently Dollar Shave Club that’s doing their fair share of mentions on YouTube just like Manscaped.
Dollar Shave Club is using similar marketing tactics or is appearing in similar content, both organically and sponsored. Dollar Shave Club appears across more content categories, showing they may have a broader demographic than the male-focused Manscaped offerings. However, Manscaped could pull some of Dollar Shave Clubs’ best female lifestyle channels when running “Father’s Day” or “Valentines Day” gift promos catered to women. But when considering promotions and discounts, Manscaped has a better offer. Everyone loves saving money and getting discounts so this is a really big pull towards Manscaped. As we tracked Dollar Save Club on its YouTube sponsorship on The Dan-O Channel YouTube Channel, the promotion is a $5 off discount on your first order.
