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Influencer Marketing
June 14, 2023
8
min read
Noam Yadin

Men's grooming brands that nailed their influencer marketing strategy

Mens grooming products is no longer limited to just razors, shaving cream and the 3-in-1 soap (you know - body soap, shampoo, and conditioner). Men's grooming has gained significant popularity in recent years, leading to the emergence of numerous men's grooming brands. These brands offer a diverse range of products specifically designed for men's grooming needs. From skincare to hair care and shaving essentials, men can now find a wide selection of products tailored to their unique requirements. Top men's grooming brands provide high-quality products that cater to the specific concerns of men, including facial hair maintenance, body care, and personal hygiene

Men's grooming brands have embraced influencer marketing as an effective strategy to reach their target audience and build brand awareness. By partnering with relevant influencers, men's grooming brands can leverage their credibility and authority to promote their products and engage with their target market. Content creators know how to create authentic and relatable content, showcasing the benefits and features of the brand’s products in a way that resonates with their followers. 

Why are influencers are great marketers for male grooming brands?

  • Targeted audience: Influencers have built a loyal following that aligns with the target audience of male grooming brands. They can specifically reach men who are interested in grooming, skincare, fashion, or lifestyle-related topics.
  • Authenticity and trust: Influencers are perceived as trusted sources of information. Their genuine experiences and recommendations create a sense of trust among their followers, making them more likely to consider and try the products endorsed by the creator.
  • Expertise and knowledge: Many influencers specialize in male grooming and have in-depth knowledge about various products and grooming techniques. Their expertise allows them to provide valuable insights, tips, and tutorials, further establishing their authority in the grooming space.
  • Engaging content: Influencers are skilled at creating engaging and visually appealing content. They can showcase the products in action, share before-and-after results, or even create entertaining videos that capture the attention of their audience, increasing brand visibility and product awareness.
  • Social reach: Influencers often have a significant following across multiple social media platforms. By partnering with influencers, male grooming brands can tap into their extensive reach and gain exposure to a wider audience, generating brand awareness and potential customer acquisition.
  • Relatable representation: Influencers come from diverse backgrounds, which allows male grooming brands to showcase their products through relatable individuals. By collaborating with influencers who represent different age groups, ethnicities, or lifestyles, brands can resonate with a broader range of consumers.
  • Measurable impact: Influencer marketing campaigns can be easily tracked and measured. Brands can analyze key metrics such as engagement rates, reach, and conversions to assess the effectiveness of their campaigns and make data-driven decisions for future marketing strategies.

Here’s a look at how different men grooming brands tap into influencer marketing and partner with content creators to reach new audiences. 

Men's grooming brands that nailed their influencer marketing strategy

Manscaped

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.

Manscaped offers 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.

Related article: How to get sponsored by Manscaped

This men’s grooming brand continues to partner with some of the biggest names on YouTube right now, including Linus Tech Tips, Patty Mayo, and New Rockstars. Linus Tech Tips, which has over 15.5M subscribers and receives an average of 1.5M views a video, has been sponsored by Manscaped 37 times. This specific video - Gaming on Leaked Windows 11 - was sponsored by Manscaped and garnered over 5.3M views. 

Geologie 

As Geologie puts it, “You’re particular about the way you like your whiskey served. You’re even particular about what dry cleaner you’ll trust to wash your good jeans. It’s about time you get particular about what you put on your face.” The founders, Nick Allen and Dave Skaff, knew firsthand the confusion around skincare and finding a ‘manly’ routine. 

Geologies skincare quiz summarizes which Geologie products should be added to the man’s routine. Geologie even has a 30 day trial period so you can test out the products and overall recommended routine and decide which products fit you best. 

This skincare brand makes sure to sponsor a wide variety of male influencers in order to prove that the products are truly relevant for every and any male. For example, Geologie has sponsored New Rockstars, an uber-successful nerd culture channel with over 4M subscribers, over 60 times. The skincare brand has also sponsored Brian Sutterer MD, a sports injury specialist, and Tim Dessaint, a fashion-focused content creator. Since the beginning of 2023, Geologie has already garnered over 7M views through YouTube sponsorships!

Related article: YouTube sponsorship calculator: How much to charge your YouTube channel

Dollar Shave Club

The main idea is - make shaving easier. The founders of Dollar Shave Club wanted to take two important aspects out of the shaving equation - overly expensive shaving products and remembering to pick up new blades from the store every month or so. This service delivers right to your door everything you need for a good shave - blades, shave butter, prep scrub, etc. 

Since 2013, Dollar Shave Club has garnered over 2B views through YouTube sponsorships, sponsoring close to 2,000 channels. Some of their most successful sponsorships include, Matt Stonie’s 50 Scrambled Egg Challenge (43M views) and JonTronShow’s Workplace Safety (28M views). 

Let’s take a quick look at Matt Stonie’s sponsorship with Dollar Shave Club. Right before scrambling 50 eggs, the competitive eater shares a quick snippet about Dollar Shave Club. In order to more seamlessly integrate the ad read into the content of the video, Matt Stonie adds “I can now wake up in the morning like this, cook myself up 50 scrambled eggs, eat them in my pajamas and then, just right after that, go and pick up my shaving necessities at my doorstep.” 

Hims

Hims combines everything a man needs, but would never admit to needing. This telehealth platform for men provides care for mental health, sexual health, hair loss, skincare, and more. Some of the products Hims offer includes receding hairlines and bald spots creams and pills, erectile dysfunction pills, anxiety and depression medication, and so much more. 

Men fill out a quiz highlighting their pain points and Hims will customize a plan specific to their needs. The products for the specific treatment are delivered to your door discreetly. 

In order for Hims to spread awareness about not only the brand, but the importance for men to reach out when they need help with uber-personal issues, male influencers help spread the word. Over the last 10 years, Hims has sponsored over 200 YouTubers and garnered over 185M views. They have seen the most success on Danny Duncan’s video Driving Scooter Into Store (5.4M views) and AsapScience’s video What Happens When you Take Steroids? (4.9M views). 

The power of influencer marketing has been successfully harnessed by men's grooming brands to make a significant impact in the industry. Through strategic partnerships with relevant influencers, these brands have effectively reached their target audience, built trust, and amplified their brand presence. By leveraging the authenticity, expertise, and engaging content of influencers, male grooming brands have created compelling campaigns that resonate with consumers. The relatable representation and social media reach of influencers have further enhanced the visibility and accessibility of these brands. Moreover, the measurable impact of influencer marketing provides valuable insights and data for continuous improvement. By recognizing the value of influencer marketing, men's grooming brands have effectively positioned themselves at the forefront of the market, capturing the attention and loyalty of their target audience - men. 

Are you ready to find influencers to book for your next campaign? Get started now! 

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