Manscaped: A Deep Dive Into Their Genius-Level Social Media Strategies
What is Manscaped
Manscaped is a men’s grooming company based in San Diego California, that makes a variety of men’s grooming products.
In particular, they specialize in making the experience of grooming as painless as possible, with technology that is so advanced that it won’t damage or cut your skin whilst manscaping.
The word “Manscape” essentially means the practice of trimming and grooming below the belt for men — and Manscaped has taken this niche and turned it into a successful business.
The art of manscaping is quite underrated and rarely discussed, but it is so important. Guys don’t have many clear guidelines when it comes to hygiene so — these markets have emerged.
Young men seeking help and advice for things like manscaping — look for answers through things like the hugely popular market of “Guy-advice-YouTubers”.
These “Guy-Advice-Youtubers” typically talk about things like Fashion, Fitness, Grooming, and more. This is exactly where I first came across this company. I discovered Manscaped through such YouTubers, particularly Jose Zuniga of TeachingMensFashion.
Manscaped Strategy Breakdown
What are they doing right —
The first piece of Manscaped’s social media strategy is the way that they use their social media platforms. They use a mix of humor, attraction, research, and personality. Side note — they also sponsor and partner with influencers for even more promotion.
With this combination of marketing tactics: they perfectly hit their exact target audience: which is guys looking to improve themselves in the realm of hygiene and grooming.
In terms of personal branding, they are spot on with the names of their products as well as their company name. They use puns about taking care of a garden in reference to trimming body hair.
Their trimmer is called the “Lawn Mower” and their nose hair trimmer is called the “Weed Whacker”. They also create bundles of items and call it “The Perfect Package”.
On Instagram, they partner with very attractive women, which seems to be really effective in garnering attention from the average person.
For example, I saw a guy with a very attractive girlfriend in a Manscaped post. She seems to be very interested in him, and the caption was saying something along the lines of her reaction being the result of the guy mentioning that he had manscaped earlier.
Manscaped uses some much-needed comedy to appeal more to its customers. Interestingly enough, when I decided to get my first Manscaped products, my friend got it around the same time, and that word of mouth from the two of us resulted in two of our other friends getting their own Manscaped.
They also have a meaningful purpose. In addition to providing grooming products that aren’t painful, they have partnered with the Testicular Cancer Society to raise funds and awareness for the disease.
What Manscaped could do better —
I think the next best step in terms of marketing is simply to start expanding their brand to other countries.
Maybe make new Manscaped social media accounts in other languages. I think if they hire social media marketers who are pros in their own countries and cultures these products could really take off across the globe.
How do they stack up against their competition?
Gilette — Gilette specialized razors and shaving gear. Gillette appeals to a more generalized audience, although they have less personality.
Manscaped, on the other hand, is packed with personality but appeals to a specific kind of person if they appreciate the humor and take the practice of manscaping seriously.
Dollar Shave Club — Dollar Shave Club is a monthly subscription service for razors and men’s shaving gear. They are widely known for being promoted through sponsoring YouTubers in their videos. They have an advantage based on having the cheapest prices for razors and unique service.
So… does their brand strategy really work?
Yes. These strategies absolutely work!
Manscaped has been on a seemingly never-ending upwards trajectory since launch, and they seem to be very effective in advertising to their audience, and they work brilliantly. All in all, this is one of the few products that have ever actually convinced me to buy their product. That just goes to show how good they are at their marketing, especially on social media!
