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BUSINESS PROFILE
How Dr. Squatch Revolutionized Soap Marketing A Soap Made for Men
But the average guy, he thought, wasn’t going to seek out soap at a farmers market or health food store, and he was right. For years, women have been the target market for soap. So, 29-year- old Haldrup created Dr. Squatch, an all-natural soap brand marketed toward men. “Our customer is not the guy who already shops at Whole Foods and uses Dr. Bronner’s soap,” Haldrup said, though he still expected coastal cities like New York or San Francisco to have the highest sales. But their biggest audience is middle America. “This is for the guy who would never normally consider buying natural products because he thinks they’re for hippies.” Knowing this, and that he couldn’t compete with large household brands on their own terms, Haldrup decided to leverage different strengths: personalizing the customer experience and building community. He found success through targeted marketing, despite his unrelated background in finance and information systems, and by investing in video ads that people want to watch. He took a $20,000 risk, hiring a professional marketing agency to create a humorous ad campaign. It paid off when his soap subscription base grew from 11,000 to 17,000 in three months. By the time the 2020 Super Bowl arrived, Dr. Squatch — a brand available solely online — was armed and ready to make its massive TV debut. And it rocked. Profitero, an
In today’s internet-based world, you’d think creating a new tech startup company would be the quickest way for a 30-year-old entrepreneur to make millions of dollars. Not for Jack Haldrup. He’s made millions off a product first produced sometime near 2800 B.C.: bar soap. Massive players, like Procter & Gamble and Unilever, have ruled the industry for decades, but after Haldrup’s company, Dr. Squatch, aired a massively successful 2020 Super Bowl ad, people began wondering how he broke into the market in the first place. And why soap? Haldrup has a common autoimmune skin condition called psoriasis. Regular supermarket soaps burn his skin, leaving it dry and irritated, so he was forced to seek natural, gentler soaps. He told the San Diego Union-Tribune, “I ended up buying handmade soaps from farmers markets, and they made my skin feel great.”
eCommerce performance platform, called Dr. Squatch the top brand winner of Super Bowl LIV after its ad campaign led to 200% growth in estimated market share in the beauty category on Amazon. Though the company faced some challenges with competitors buying up sponsored Amazon ads, Dr. Squatch left such a positive and memorable impression on viewers and buyers that they’ve been able to jump over these hurdles. The contents of an average Dr. Squatch soap include lye, vegetable oil, and essential oils — not exactly groundbreaking ingredients. But while there’s nothing new about Dr. Squatch’s soap itself, the brand’s targeting and tactics are completely innovative for their industry. Men and women alike have come to adore Dr. Squatch for its attractive subscription system and humorous, personalized messaging. They’ve become a great example of how powerful a strong message can be, and we can’t wait to see what the future holds for the company! We’re rooting for you, Dr. Squatch!
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