Dr. Squatch

Dr. Squatch
IndustryPersonal care products
Founded2013; 11 years ago (2013) in San Diego, California
Headquarters
Los Angeles, California
,
U.S.
ProductsHygiene and personal care products for men
Websitedrsquatch.com

Dr. Squatch is an American personal care company selling products marketed towards men.[1] The company was founded in 2013 in San Diego, and is now based in Los Angeles.[1] Originally producing bar soap, the company has since added items like toothpaste and deodorant to its offerings.[2] Its products are marketed as "natural", and their branding relies on natural-sounding product names such as "Eucalyptus Greek Yogurt" and "Grapefruit IPA", based on an association with a natural ingredient.[3] As of late 2021, its products were only sold online and by subscription. [4] Now they are also sold in physical stores as well.

In 2016 Dr. Squatch used a Kickstarter campaign to generate funding.[5] The company grew its visibility by targeting Generation Z on TikTok advertisements in 2021 before signing up for a Super Bowl commercial at that year's game.[6] The advert featured "all white men" engaging in "manly things that men do", including a man opening a pickle jar and another having their hair braided by their daughter.[7] Yardbarker criticised the ad as containing juvenile humor and "trying way too hard."[8]

As of 2021, the company's annual revenue was $100 million per year.[9] In 2023, Unilever cited Dr. Squatch among the companies that were a significant source of competition.[10] Dr. Squatch and Unilever entered an intra-industry dispute resolution process initiated by the latter, triggered by the former's combative advertising practice of using the skull and crossbones symbol to accent the message that their products do not contain non-"natural" ingredients found in competitors' products. In late 2023, the National Advertising Division of the BBB National Programs made a determination that the practice should be discontinued, but that Dr. Squatch may keep labelling their products as having "no harmful ingredients".[11][12] The company received significant attention in late 2024 after an ad campaign featuring actress Sydney Sweeney as a "body wash genie."[13][14][15]

  1. ^ a b "How this 31-year-old makes millions selling soap online". San Diego Union-Tribune. 2018-09-21. Retrieved 2020-08-27.
  2. ^ Neff, Jack (3 February 2021). "Dr. Squatch's Super Bowl ad promotes its natural soap for all kinds of men". AdAge. Retrieved 16 February 2024.
  3. ^ Neff, Jack (January 24, 2024). "Why Dr. Squatch Doesn't Need More Super Bowl Ads". Ad Age. Retrieved March 11, 2024.
  4. ^ Kłosiński, Daniel (3 November 2021). ""Zrespawnuj swoją skórę". Powstaje mydło Halo" ["Respawn your skin." Halo soap is created]. Eurogamer.pl (in Polish). Retrieved 11 March 2024.
  5. ^ Feldman, Amy (8 February 2021). "Before Its Splashy Super Bowl Ad, Soap Startup Dr. Squatch Built A $100 Million Business". Forbes Magazine. Retrieved 16 February 2024.
  6. ^ Williams, Robert (4 November 2021). "How Dr. Squatch reaches Gen Z men with offbeat humor on TikTok". Marketing Dive. Retrieved 16 February 2024.
  7. ^ Poggi, Jeanine (5 February 2021). "Super Bowl LV advertisers tackle diversity, inclusion with mixed results". Ad Age. New York City: Crain Communications. Archived from the original on 11 May 2022. Retrieved 11 May 2022.
  8. ^ Mueller, Chris (8 February 2021). "The best and worst commercials from Super Bowl LV". Yardbarker. Burlingame, California. Archived from the original on 11 May 2022. Retrieved 11 May 2022.
  9. ^ "Dr. Squatch Scales to $100 Million with Natural Soaps for Men". Practical Ecommerce. 2021-01-22. Retrieved 2022-04-23.
  10. ^ Butler, Sarah (26 October 2023). "Surge in Unilever's deodorant sales after workers return to office". The Guardian. Retrieved 11 March 2024.
  11. ^ Stern, Cassandra (20 February 2024). "NAD makes determinations regarding Dr. Squatch claims challenged by Unilever". CosmeticsDesign (industry news). Retrieved 11 March 2024.
  12. ^ Francis, Eileen (6 December 2023). "Unilever Squelches Dr. Squatch Comparative Claims In NAD Forum; Advertiser Can Keep Its 'Sh*t List'". HBW Insight (industry news). Norstella. Retrieved 11 March 2024.
  13. ^ Miller, Abby (October 9, 2024). "Sydney Sweeney stars in Dr. Squatch campaign".
  14. ^ "Sydney Sweeney praised for starring in 'genius' shower gel commercial". The Independent. October 3, 2024.
  15. ^ Nesvig, Kara (October 3, 2024). "Sydney Sweeney's New Body Wash Ad Is Giving Us 'Euphoria' Flashbacks". Teen Vogue.