Unilever has acquired Dr Squatchthe American male personal care brand known for its irreverent tone and its natural approach. The operation, whose figure has not been announced, is part of the Premiumization strategy of the company, which seeks to strengthen its portfolio with brands of strong cultural connection and high digital growth.
Founded in 2013, DR Squatch has become popular for its artisanal soaps made with 98% of natural ingredients and their ability to connect with the young male public through viral campaigns in social networks, cultural collaborations and associations with influencers and celebrities.
The brand has retail distribution and is characterized by its social marketing-first
In addition to the direct channel to the consumer, the brand has distribution in retail and last year landed in the United Kingdom with premium prices that reinforce its positioning. From Unilever, their Social Marketing-First as one of the key engines behind the acquisition.
Recently, the brand presented A soap made with water from the actress’s bathtub Sydney Sweeney (“The White Lotus”), shooting the conversation internationally and causing all kinds of reactions between the audience, from the most vulgar to those that express contradiction, pointing out the objectification of the actress, and others that applaud innovation in terms of marketing.
Thus, the American brand of Grooming Male has conquered millions of followers thanks to their natural soaps but also for their irreverent tone with a social-first strategy. And, beyond the product, Your viral marketing It has become a study in case of launching campaigns with provocative humor, limited editions and telling a network of influencers and celebrities that have triggered their organic notoriety in Tiktok, YouTube and goal.
“Dr Squatch has built a loyal base with desirable products and a brilliant digital engagement. We want to climb the brand internationally and strengthen our offer in a rapidly growing male segment,” Fabián García, president of Unile Personal Care has explained in a statement.
With brands like Dove Men+Care or Ax, Unilever already competes in male carebut with this movement seeks more aspirational and high margin formats. In this sense, DR Squatch provides indie authenticity, manufacture in the United States and the credibility of its natural formulas, key attributes for premium demand that grows in double digit.
“Our mission is to inspire and educate men to live happier and healthier. With Unilever we can amplify that mission and connect with more consumers worldwide”says Josh Friedman, CEO of Dr Squatch in the press release. The next planned steps include the global expansion through the Unilever distribution network, which will accelerate the arrival of DR Squatch in Asia and Latin America.
The male personal care category is growing faster than female in several regions: +7 % year -on -year compared to +4 %, according to Euromonitor data. Consumers seek natural ingredients, sensory experiences and A authentic storytellingjust where Dr Squatch stands out. For Unilever, this not only means diversifying income, but will also allow you to integrate direct-to-consumer tactics as well as social commerce applicable to the rest of its portfolio.
