Is Manscaped cleaning up?

By
Jennifer Nepomuceno
,
June 25, 2020

Manscaped is 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. 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.

Breakdown formats

Podcast - 1,604 mentions from 154 Thought Leaders

YouTube - 1,465 mentions from 273 Thought Leaders

Newsletter - 57 mentions from 21 Thought Leaders

Blog - 6 mentions from 5 Thought Leaders

1,555 mentions in the Lifestyle category

423 mentions in the Sports category

364 mentions in the Gaming category

323 mentions in the Entertainment category


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 debuts in sponsored content, and we can see that Manscaped’s first appearance was on Neemzzz YouTube Channel 2 years ago back in August 23, 2017 under the Lifestyle category.


Their first crack at Podcast advertising was on DEATHSQUAD Podcast back in April 4, 2019 still under the Lifestyle category.



From the data, we can see that Manscaped has a fairly long and strong 2-year relationship with Panning The Stream Podcast under the Lifestyle category.

Newsletters and Blogs are not as active as of the moment compared to their YouTube and Podcast sponsorships but it would make a big push if they did engage in Newsletters and Blogs under the other categories like Health & Fitness. The promotions and discounts they offer would have a good exposure on these platforms. Their current exposures on newsletters are on Morning Brew and The Water Coolest Newsletter.



When we sort by last mentioned, we see they are engaging mostly in podcasts and YouTube in sponsorships and doing very well as they hold a stable relationship with the channels.

What are they offering?

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. They’ve got a big discount on the podcasts and YouTube sponsors, Get 20% Off and Free Shipping!


When we check out their website there’s also a Father’s Day Special that’s very timely for wives, daughters and girlfriends looking for a gift for their special guy. They’ve got an awesome array of products to choose from that every man wants and needs.


Competition

Manscaped’s rival is currently Dollar Shave Club that’s doing their fair share of mentions on YouTube just like Manscaped.


Dollar Shave Club

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 recent YouTube sponsorship on The Dan-O Channel YouTube Channel, the promotion is a $5 off discount on your first order.



In summary, there’s still a large opportunity left for Manscaped to scoop up a greater share of the marketplace directly through defining its niche with sponsored content, as they already have been doing with much success. They haven’t dabbled into business content much, but seeing as many other male-oriented brands are finding success appealing to the businessman, perhaps we will see Manscaped test new channels soon.

Either way, you can track your favorite brands in our platform and remain updated on the latest activity with custom searches - if you want to see how it works, you can request a demo from our team. When stacked against competitor Dollar Shave Club, there is a big difference in audience reach, mentions and impressions. It may be because Dollar Shave Club started in the game a few years earlier than Manscaped but still, with a little more effort on newsletters, blogs as well as broader categorization, Manscaped could surely dominate the market.