00:00:00
I think there was a moment where men
00:00:02
weren't allowed to care about this
00:00:04
stuff. Like we're like slack jawed
00:00:05
cretins. We don't care. We don't care
00:00:07
how we smell. We don't care how our skin
00:00:09
feels. We don't care about being
00:00:11
groomed. None of that stuff. We just
00:00:12
show up, you know, and wear our
00:00:14
underwear for nine days straight and all
00:00:16
this kind of stuff. Sorry, Barbara.
00:00:17
Barbara, that's too much of a visual for
00:00:19
you. Okay. Anyway, so getting back to
00:00:20
the point, the gateway, Marcelo, is to
00:00:22
say, "Hey, no, there's a permission
00:00:24
structure, and we're going to we're
00:00:25
going to open that gateway with humor,
00:00:27
like Barbara was saying, but it's a it's
00:00:29
actually a very serious conversation to
00:00:30
say, hey, you know what? I'm a guy and
00:00:33
yeah, I want to be well-groomed. There's
00:00:35
nothing wrong with that." And so, just
00:00:37
like brands like uh you know, Dude Wipes
00:00:39
or you know, whatever these brands are
00:00:41
that say, "Hey, there's a permission
00:00:42
structure that men can care about these
00:00:44
things and not feel less of a man is a
00:00:47
very, very powerful statement." And
00:00:49
today we have a very special guest,
00:00:53
Marcelo
00:00:54
Keresh, who is the chief marketing
00:00:58
officer of Manscaped. Now, if you
00:01:01
haven't heard of Manscaped, it's a
00:01:04
global men's grooming brand that's
00:01:07
transformed taboo grooming into a
00:01:10
mainstream self-care and cultural
00:01:13
conversation.
00:01:15
So we are very pleased to welcome to the
00:01:18
show Marcelo. Hello.
00:01:20
>> Hi Marcelo.
00:01:21
>> Hey.
00:01:22
>> Hello Barbara. Hello Americas. And uh
00:01:24
this is awesome.
00:01:25
>> Thanks for having me here. And yes,
00:01:27
>> we are guilty of you know making
00:01:30
trimming down there a bit more popular
00:01:33
in the US and in the world. Ladies and
00:01:35
gentlemen, we are hot coming right out
00:01:37
of the gates.
00:01:39
>> Pretty much like a warning. You weren't
00:01:41
going to go.
00:01:42
>> I know. It's it's a it's a desensitizing
00:01:45
techniques, you know, sometime technique
00:01:47
sometimes. We have to start with that.
00:01:50
So, no, you just Okay. So, let's let's
00:01:53
start Oh, God. We might as well start
00:01:55
off right away with the elephant in the
00:01:57
room and we started talking about this
00:01:59
before the show started and then we
00:02:01
couldn't stand it anymore. We had to
00:02:02
start the show. So,
00:02:05
>> you made a Super Bowl commercial this
00:02:08
year, right?
00:02:09
>> Yes. You want to tell us a little bit
00:02:11
about that commercial in case not
00:02:13
everyone in the whole world has seen it?
00:02:15
>> Well, first thing, if you haven't seen
00:02:17
it, I urge you to go check it out. I
00:02:20
think it will be at the very least
00:02:22
entertained. Uh that was one of our
00:02:25
goals.
00:02:26
>> So, this is a story of hair that after
00:02:31
being discarded, you know, they feel
00:02:33
they feel sad because there is a very
00:02:36
interesting human.
00:02:38
>> It is true. Think about it. This is
00:02:40
great.
00:02:40
>> There is a very interesting human truth
00:02:42
which is
00:02:44
>> when hair is attached to our body, we
00:02:46
treat it with care, we use products, we
00:02:50
style it, we love it, you know, we touch
00:02:52
each other's hairs.
00:02:54
But the moment that it gets cut from the
00:02:57
body, it automatically becomes the least
00:03:01
loved thing in the world. It becomes a
00:03:03
clump of hair in your drain. It becomes
00:03:06
something that you despise and you hate
00:03:08
and it's gross.
00:03:09
>> Yeah, it's really gross.
00:03:10
>> So, because we've been trimming hair
00:03:13
>> from men's body, like all over the body
00:03:16
now with the face products, head
00:03:18
products, nose, ear hair,
00:03:20
>> we decided to flip the script a little
00:03:22
bit and
00:03:23
>> think about how do they feel?
00:03:26
>> And, you know, we learned that they miss
00:03:29
us. They miss our
00:03:30
>> I'm tearing up here. I I just have to
00:03:32
control my emotions because discarded
00:03:34
hair empathy is welling up inside of me.
00:03:36
I'm sorry myself. Please continue. This
00:03:38
is amazing.
00:03:40
>> So this the script is basically that is
00:03:43
like hair that has just recently been
00:03:46
discarded singing about how they feel
00:03:49
betrayed, how they feel backstabbed by
00:03:53
the people who used to love them just
00:03:55
few seconds ago. And you know the
00:03:58
message that we had to share with the
00:04:00
world is that because Manscape has
00:04:02
started as a growing grooming company um
00:04:06
and we transitioned into having like all
00:04:08
this product.
00:04:09
>> Let me just get that straight. You call
00:04:11
yourself a groin grooming company.
00:04:15
>> We used to that's our like that's our
00:04:18
initial product. So when our CEO Poor
00:04:21
Tran founded this company, uh, one of
00:04:24
the things that I I think he had this
00:04:26
aha moment was first when he looked at
00:04:29
all the brands that were serving men
00:04:32
both on the hardware like trimmers and
00:04:35
shavers and all those things and and in
00:04:37
the products,
00:04:38
>> they all skipped a very
00:04:42
kind of, you know, unique to the male
00:04:45
experience. let's call it part of what
00:04:48
being a man is. And
00:04:50
>> and it wasn't fair that no one was able
00:04:52
to talk about it. So he said, "You know
00:04:54
what? We need to take care down there."
00:04:56
So there was this huge white space, but
00:04:58
he knew from the get
00:05:01
>> this is brilliant. I mean, the hits keep
00:05:03
coming to you.
00:05:05
>> I know. This is beautiful. Go ahead,
00:05:06
Marcel. This is absolutely the white
00:05:08
space. I mean, come on. Yes. And no one
00:05:10
no one was like people were afraid to
00:05:13
talk about it, afraid to you know and to
00:05:16
be really honest like in in most places
00:05:20
it's more common to see women taking a
00:05:23
much better care down there and men you
00:05:25
know are sloppy. Men don't retribute the
00:05:28
favor. Men are not doing
00:05:30
>> the same. So
00:05:32
>> we took on this task of talking about
00:05:35
this. So that's where the humor comes
00:05:37
from because humor was
00:05:39
>> instrumental in having a conversation
00:05:41
about
00:05:42
>> I could see that. I could see that if
00:05:44
you're gonna have a conversation about
00:05:45
this which like first of all that's a
00:05:47
premise we don't ne whatever but if
00:05:50
you're going to do that the
00:05:53
>> clearly the only way to do it is with
00:05:54
humor.
00:05:55
>> Yeah% I mean I don't even think you have
00:05:57
a choice. You have to do it with humor.
00:06:00
No, I agree. And and and you know, and
00:06:02
sometimes we forget like how powerful
00:06:04
human humor is, right? Because humor
00:06:06
humor is
00:06:07
>> like helps us break through hard
00:06:09
conversations.
00:06:10
>> Yes.
00:06:10
>> Humors.
00:06:12
>> Humor is memorable. Humor entertains. If
00:06:15
you have a hard day, like you know,
00:06:16
having a little bit of humor and
00:06:19
>> and and it even um it it almost tells
00:06:24
people that, hey, everything is fine. We
00:06:26
can still laugh about it. like even when
00:06:28
you're facing a hard situation.
00:06:30
>> So that became kind of our brand voice.
00:06:32
Yeah. Sorry. Go ahead.
00:06:33
>> One of the things with humor though is
00:06:36
not everybody finds the same things
00:06:37
funny. So I mean that's always
00:06:41
>> but that's Yeah, that's that's always
00:06:43
going to be the case, right?
00:06:45
>> In some senses it's like
00:06:46
>> and I think there's I I I would make two
00:06:48
comments on that. One is yes, totally
00:06:51
true. And that's why we need to have a
00:06:53
very well- definfined audience and I
00:06:54
think Manscape does.
00:06:55
>> Yeah. Oh,
00:06:57
>> Super Bowl though that's everybody.
00:07:00
>> Yes. Because now you know like and the
00:07:02
humor changes too. If you look at our
00:07:05
like humor trajectory what we had to the
00:07:08
kind of humor that we have to deploy to
00:07:11
talk about men's private parts is
00:07:14
different than the humor that we deploy
00:07:15
now to talk about you know shaving or
00:07:18
trimming all over your body.
00:07:21
>> Yeah. Uh and the other thing that is
00:07:22
interesting about humor is you need
00:07:26
especially for a new brand like ours who
00:07:29
we are fighting
00:07:31
with you know say how do you go say say
00:07:34
here in the US send like people who have
00:07:37
over 100 years old right because all the
00:07:40
brands
00:07:41
>> yes yes
00:07:43
>> all brands on space they have either a
00:07:45
100red years or more like the youngest
00:07:48
if I'm not mistaken has like 79 years
00:07:50
old Are you talking about brands like
00:07:52
Gillette or Shik? Are you talking about
00:07:53
brands like that?
00:07:54
>> Like Gillette, like Wall, like Phillips,
00:07:56
Norelco, like Bra
00:07:59
>> Y.
00:07:59
>> So, we needed to, you know, to break
00:08:02
through. They they can't
00:08:05
>> talk our talk and and and and we needed
00:08:08
to break through.
00:08:08
>> Yeah.
00:08:09
>> But the but the part that I was going to
00:08:10
call out too is
00:08:12
>> we need to balance this with an
00:08:14
obsessive quality on everything else. So
00:08:18
that's why you see like our packaging is
00:08:21
like solid. The graphics are nicely
00:08:23
designed. The product design itself, the
00:08:25
product itself, like the sound of the
00:08:27
trimmer when you turn on has to feel
00:08:29
premium, has to feel wellcrafted, has
00:08:32
>> like a Bugatti when you turn the engine.
00:08:34
>> Yes. Because
00:08:35
>> I love that
00:08:36
>> because otherwise you can't be confused
00:08:38
with a novelty product, you know, like
00:08:40
when you
00:08:41
>> buy like for fun like those fun
00:08:45
>> gift like a you know $100 bill toilet
00:08:47
paper.
00:08:48
>> If you're just humor that's what you
00:08:50
become. So for us
00:08:51
>> that's what you become.
00:08:52
>> It's very important to be obsessive
00:08:54
about quality. So the website has like a
00:08:57
>> so interesting because you hardly ever
00:09:00
see luxury or really high quality things
00:09:03
like you're talking about play with
00:09:05
humor. It's it isn't usually the way it
00:09:07
goes. So it is kind of a paradox to put
00:09:10
all of these things together,
00:09:12
>> but this is a unique category
00:09:15
>> and that's what we call in marketing
00:09:16
differentiation. So
00:09:18
>> yes,
00:09:19
>> to Barbara's point, I love that point. I
00:09:20
love that point. And to be really
00:09:22
honest, like this was Paul's vision
00:09:26
because when I joined and I joined early
00:09:28
in the company, but he already had that
00:09:30
vision there. And I remember in our
00:09:33
first conversation, he talked to me
00:09:34
about this and I'm like, those things
00:09:36
don't go well together. I I don't know.
00:09:39
I don't know if I can recall of a brand
00:09:41
who has that. And but then the more I
00:09:44
thought about it, the more it made
00:09:46
sense. And then of course after
00:09:48
everything we did, I'm now a huge fan of
00:09:51
the strategy, the approach and I 100% uh
00:09:55
am behind that. But but I had my own,
00:09:58
you know, like he was the one with that
00:09:59
vision specifically. So
00:10:01
>> kudos to him on that.
00:10:03
>> I I think that's absolutely super
00:10:05
fascinating. I'm going to step back just
00:10:06
a little bit, Marcelo, and uh connect
00:10:08
some of the dots because Barbara's
00:10:09
always asking me.
00:10:10
>> Yeah. Yeah. You connect all the dots you
00:10:12
want. and she's like, he's going to say
00:10:14
something about identity, but I'm not
00:10:16
this time. I'm going to I'm going to
00:10:17
have like some some restraint. Uh, but I
00:10:20
love this point though, and Barbara
00:10:21
jumped in on this as well because you
00:10:22
said something desensitization,
00:10:25
which jumped in my mind, and I I really
00:10:26
love that because I think there was a
00:10:28
moment where men weren't allowed to care
00:10:31
about this stuff. Like we're like slack
00:10:33
jaw cretins. We don't care. We don't
00:10:35
care how we smell. We don't care how our
00:10:37
skin feels. We don't care about being
00:10:39
groomed. None of that stuff. We just
00:10:40
show up, you know, and wear our
00:10:42
underwear for nine days straight and all
00:10:44
this kind of stuff. Sorry, Barbara.
00:10:45
Barbara, is this too much of a visual
00:10:46
for you? Okay. Anyway, so getting back
00:10:48
to the point, the gateway, Marcelo, is
00:10:50
to say, "Hey, no, there's a permission
00:10:52
structure and we're going to we're going
00:10:53
to open that gateway with humor like
00:10:55
Barbara was saying, but it's a it's
00:10:57
actually a very serious conversation to
00:10:58
say, hey, you know what? I'm a guy and
00:11:01
yeah, I want to be well-groomed. There's
00:11:03
nothing wrong with that." And so just
00:11:05
like brands like uh you know dude wipes
00:11:07
or you know whatever these brands are
00:11:09
that say hey there's a permission
00:11:10
structure that men can care about these
00:11:12
things and not feel less of a man is a
00:11:15
very very powerful statement. That's
00:11:16
just my opinion. What are your thoughts
00:11:18
on that Marcel? Is that a fair
00:11:19
characterization
00:11:20
>> first? 100%. Like I this is a
00:11:23
conversation that we have internally a
00:11:24
lot and and it's it's interesting that
00:11:27
you call that out because in our
00:11:29
discussions
00:11:30
uh one it became very apparent that this
00:11:33
was needed right like uh what used to be
00:11:37
masculinity you know back 20 30 years
00:11:39
ago uh you were not like you would feel
00:11:42
less of a man if you had your grooming
00:11:45
routine or if you have products and
00:11:46
skincare products and all those things
00:11:48
and and we know one first this is not
00:11:50
good for anyone like not for the men
00:11:52
themselves, not for the people who have
00:11:53
to kind of, you know, be around them.
00:11:55
No.
00:11:56
>> Uh and and a lot of people had, you
00:11:59
know, had the desire to do that. So,
00:12:02
>> one of the interesting things,
00:12:03
>> can I just interrupt for one second?
00:12:06
>> While you're saying that to to America's
00:12:08
point and what you're saying now, it
00:12:10
makes a Super Bowl a particularly good
00:12:12
audience then, you know, like
00:12:14
>> perfect audience. To Barbara's point, y
00:12:17
>> anyway, continue.
00:12:18
>> Yep. No. And that's and that's what we
00:12:21
kind of made a very clear decision like
00:12:23
early on. We did not want to be a brand
00:12:27
that is exclusively for the men who are
00:12:31
already super involved in their journey.
00:12:34
Nor do we want to be the brand that's
00:12:38
just bringing, you know, the guy who
00:12:41
just washes his face with hands and
00:12:43
water. Like we wanted to be a force
00:12:46
towards a better routine no matter where
00:12:48
you are in your journey because we found
00:12:51
out that talking to men there was not a
00:12:54
one sizefits all one rule fits all like
00:12:57
men from all backgrounds would have
00:13:01
different routines different approaches
00:13:03
to taking better care of themselves. So
00:13:06
we decided that we are we want to be we
00:13:10
don't want to be preachy. We don't want
00:13:11
to be too posh that you know only the in
00:13:14
the know kind of use us. We want to be
00:13:17
like that older brother who is cool is
00:13:21
still a good brother is been through
00:13:23
stuff can give you some tips but not
00:13:26
like not too preachy not like your
00:13:29
parents you know. So just like that that
00:13:33
resource when we want to be a force
00:13:36
towards hey if you want to do a little
00:13:38
better we're here for you. Doesn't
00:13:40
matter if it's just adding soap to your
00:13:42
routine on washing your face or full
00:13:45
body grooming and you know and trimming
00:13:48
your your nose hair
00:13:50
all the other things.
00:13:52
>> Yes. Oh my I'm not even going to touch
00:13:55
it. I'm just going to let that go.
00:13:56
>> I'm avoiding the landmines. I'm I'm I'm
00:13:59
playing ball.
00:14:01
>> Marcelo is like he's incredibly
00:14:03
restrained here. He could be like just
00:14:05
going big time satellite radio sort of.
00:14:08
But we're cool. We're cool. So
00:14:09
>> Well, okay. So you I mean clearly this
00:14:12
is to get attention, you know, to get
00:14:15
your name out there. You know, it's all
00:14:16
about getting your name out there and it
00:14:18
certainly does that. But that's just one
00:14:20
piece of a whole marketing strategy. So
00:14:23
how do you put all of this together?
00:14:25
like how did you come to market? How did
00:14:27
the whole thing start?
00:14:29
>> So you mean like the brand itself back
00:14:31
in the beginning or the Super Bowl
00:14:33
specifically?
00:14:33
>> Even back in the beginning and then how
00:14:36
you get to the Super Bowl and then what
00:14:37
you do to leverage the Super Bowl.
00:14:40
>> So yeah, so on the beginning to be
00:14:42
honest was quite simpler right we we had
00:14:45
a very very unique task of talking about
00:14:48
growing grooming. We had like one core
00:14:50
product. So it was simple message, it
00:14:53
was simple product offering and there is
00:14:56
the fifth grader in all of us that
00:14:58
whenever we say balls people you know
00:15:00
already pay attention and already go
00:15:02
like like you know like we're doing just
00:15:04
now.
00:15:04
>> Ladies and gentlemen, we are we are
00:15:06
rolling here. Yes. Yes. We've got the
00:15:08
ball if you need to. But
00:15:10
>> no, we don't need to. I was just proving
00:15:12
the brother, right?
00:15:13
>> You are preaching, brother. Keep going.
00:15:15
I'm in. I'm telling you this is like as
00:15:17
a guy. I'm sorry. This is like gospel.
00:15:20
It's like the the sun the the clouds
00:15:22
have parted and the sunlight's coming
00:15:24
down. Sorry, please go ahead Marcel.
00:15:25
>> So that that with a humor made it a very
00:15:29
simple task
00:15:30
>> and because of the whites space it was
00:15:32
very effective. Now what became way more
00:15:35
complex is when we now that people know
00:15:38
us for what we our claim to fame now
00:15:42
that we have to communicate that we have
00:15:43
way more products than you think and
00:15:45
that we have
00:15:47
>> not just flash in the pan, you know.
00:15:49
Exactly. And that we have just as good
00:15:51
products for your face, for your head,
00:15:54
for your ears than, you know, we had for
00:15:57
>> where we started. So that's where Super
00:15:59
Bowl comes in extremely
00:16:03
>> well timed for us. It was a combination
00:16:05
of we reached our product portfolio kind
00:16:09
of new state, right? Um in all our brand
00:16:13
research it was clear that we overindex
00:16:16
in authority in the groin space but we
00:16:19
still underindex when we looked at face
00:16:22
>> and and in and other places. So the
00:16:25
signs were very loud and clear. That's
00:16:27
one. Um people who knew about us you
00:16:31
know mostly knew about us for our first
00:16:34
product and we had a lot of things to
00:16:36
say. Now combined with that
00:16:39
>> we reached like a full
00:16:42
>> I would say mature state of uh
00:16:45
distribution footprint. Uh we now sell
00:16:48
at Walmart, we sell at Target, we sell
00:16:50
at CVS, we'd sell at Best Buy.
00:16:52
>> So we are a true
00:16:54
>> you had to be in that distribution to to
00:16:56
leverage the Super Bowl. If you didn't
00:16:58
have that kind of distribution by the
00:16:59
time you went to Super Bowl, it would
00:17:01
have been wasted.
00:17:02
>> I 100% agree. So that that's why like we
00:17:06
the desire to go you know to that stage
00:17:10
was kind of I I since day one that I
00:17:13
joined Manscape we talked about it
00:17:15
>> nice
00:17:16
>> but the combination of those factors is
00:17:18
what made it like almost a no-brainer of
00:17:21
course if we are in a position to to
00:17:23
afford it because it's still
00:17:24
nerve-wracking
00:17:25
>> on how expensive it is
00:17:27
>> but uh but it made total sense for us
00:17:29
because we had a simple but very
00:17:32
important message to deliver. It was a
00:17:35
message to fasttrack
00:17:37
>> people's perception of the brand for
00:17:38
those who knew about us. There's still a
00:17:40
lot of people that you know are being
00:17:42
introduced to the brand still and it's
00:17:44
great that they are now introduced to
00:17:46
the brand with a much wider uh product
00:17:48
offering. So, and you know the
00:17:51
distribution you can find us everywhere.
00:17:53
Now we are
00:17:54
>> pretty much even split between our D2C
00:17:57
business, our our market places, Amazon
00:18:00
and other other platforms in other
00:18:02
countries and our retail business.
00:18:04
>> Um, so perfect timing, perfect moment.
00:18:08
Uh what was missing was the perfect
00:18:11
content because that's the hard part
00:18:13
because when we made the commitment uh
00:18:15
we didn't have the content yet and
00:18:17
that's that's
00:18:19
>> the idea of something funny but
00:18:21
something funny that's a pretty hard
00:18:23
thing to accomplish.
00:18:24
>> That's right. That's right.
00:18:25
>> Yes. But it's not just funny, right? Cuz
00:18:27
in, you know, um we
00:18:30
>> in this process, uh we had
00:18:32
>> a couple internal teams, we had external
00:18:35
agencies that we looked over, uh 45
00:18:39
different approaches and ideas
00:18:42
>> and there was a lot of boxes to check.
00:18:44
Like we wanted the products to be
00:18:46
>> part of the story, but you know, this is
00:18:49
not a product story. It's a brand story.
00:18:51
But
00:18:51
>> brand story
00:18:52
>> because because
00:18:54
it is we have a message to deliver that
00:18:57
we have all those products for all those
00:18:58
different parts of the body and because
00:19:01
part of believing in that message is
00:19:04
actually seeing that you have those
00:19:06
products but it's not about talking a
00:19:08
specific product. Uh we wanted a story
00:19:12
>> that the products had uh you know a
00:19:15
reason to be there. Um some of the
00:19:17
beautiful stories that we saw they were
00:19:19
moving stories they were pretty funny
00:19:21
pretty cool but you know those where
00:19:24
product gets inserted like artificially
00:19:26
like hey you know here it is or someone
00:19:28
is holding
00:19:30
>> and we didn't want that we wanted a pro
00:19:32
a story that revolved around that idea
00:19:36
of the products triggering something and
00:19:40
that's where we landed on this moment
00:19:43
where hair gets cut which is triggered
00:19:46
buy our products and then all the
00:19:48
emotional roller coaster that the hairs
00:19:52
>> guys what kind of social media or 360
00:19:55
campaign do you build around this one
00:19:57
spot?
00:19:58
>> Oh, we we did a ton um one like you know
00:20:02
coming from a D2C first uh we have a lot
00:20:06
of like that was a space that we were
00:20:08
very comfort comfortable with. So, we
00:20:13
had a lot of uh content that we pushed
00:20:17
in the day off the before, of course,
00:20:19
pregame, the day off. We had like brand
00:20:23
exchanges. We talked with other brands
00:20:25
about our spots with brands that were at
00:20:27
Super Bowl as well as brands that were
00:20:29
not at Super Bowl.
00:20:30
>> Um,
00:20:32
>> we had a lot of uh like meme content
00:20:36
that we already knew that was kind of
00:20:38
after you saw the spot, it was
00:20:40
>> for memes. I mean, exactly.
00:20:43
>> And we were happy to see how actually we
00:20:47
kind of just lit a fire on the meme side
00:20:49
and then a lot of, you know, organic
00:20:51
memes with our campaign started to show
00:20:54
up. Um, we also had like a week after
00:20:58
just just recently because everything is
00:20:59
so recent. Um, we had this auction with
00:21:03
uh comedian Stavros where we did like a
00:21:06
a collaboration where he shaved his body
00:21:10
hair and and we made like a little
00:21:13
monster hair ball with his looks and we
00:21:17
auctioned on on eBay.
00:21:20
>> Yeah. There you go.
00:21:21
>> Yes. Yes.
00:21:23
>> That's beautiful.
00:21:25
and
00:21:26
>> and the money uh the money went to TCS
00:21:29
which is our partner uh the testicular
00:21:31
cancer society which since year one of
00:21:34
Manscape have been a great partner we
00:21:36
actually did a lot of
00:21:38
>> pay for that
00:21:40
>> sorry
00:21:41
>> how much did that hair thing go for
00:21:43
>> if I'm not mistaken it was it was
00:21:45
outwards of $500 for you know a clump of
00:21:49
hair a very nice clump of hair well
00:21:53
groomed
00:21:54
That's still a clump of hair.
00:21:56
>> That's funny. I mean, from a charity
00:21:58
perspective, it makes a lot of sense,
00:21:59
right? Because these partners that
00:22:01
you're naming have very synchronous fit
00:22:05
with the brand and kind of the important
00:22:07
point that you were making. So, so I
00:22:09
think that's super interesting. Here's
00:22:11
something for you, Barbara. Uh, say this
00:22:13
very quickly. Where's the growing growth
00:22:17
going in grooming as fast as you can?
00:22:20
Uh, I just I'm stuck on that. I'm groin
00:22:23
grooming. I'm just like, wow. Thank you
00:22:26
for that nomenclature, Marcelo. But I
00:22:27
think that part of the point here is
00:22:29
that, you know, opening up this door and
00:22:31
like creating this conversation and
00:22:33
allowing humor to be a safe way to sort
00:22:35
of let's start talking about this and
00:22:37
it's actually pretty serious because,
00:22:39
you know, men have needs and all that
00:22:40
stuff. So tapping into kind of an
00:22:43
expression of identity that allows you
00:22:45
know people to connect with your brand
00:22:47
and starting from kind of a very private
00:22:50
sort of conversation into something that
00:22:51
is now a more broad permission structure
00:22:54
is genius. And to keep leaning in on
00:22:56
leaning in on that to Barbara's point
00:22:58
she's always using the point
00:22:59
authentically is like can I stay within
00:23:02
the brand and not come off as like you
00:23:04
know just trying to try stuff randomly
00:23:06
but to build the brand voice like you
00:23:08
were saying Marcelo. So I I love that
00:23:09
point that you're making.
00:23:11
>> Yeah. And and you know if you if you
00:23:13
really kind of you know understand your
00:23:15
your brand voice or sometimes they call
00:23:17
like our superpowers in terms of you
00:23:20
know what the brand has and for us
00:23:24
facilitating hard conversations became
00:23:27
something that we had to develop first
00:23:30
by you know a need and then it became
00:23:33
something that we actually got good at.
00:23:36
So before this Super Bowl campaign, I
00:23:38
don't know if you guys are familiar
00:23:39
with, but we had a pretty successful
00:23:42
campaign to called Send Face Picss
00:23:44
instead. And this was one that, you
00:23:46
know, it's not an easy topic. We know
00:23:50
you know the epidemic of people
00:23:53
sharing and especially men sharing
00:23:57
pictures of parts. And we actually did
00:24:02
our homework and we paired up with a
00:24:05
team of science from from a university
00:24:08
in Canada and we found good data that
00:24:11
proves that if you send a Facebook pic
00:24:13
it's way more effective than sending a
00:24:17
picture of you know your private parts.
00:24:21
>> Um
00:24:23
and this data for that
00:24:24
>> this is this is statistically
00:24:26
significant at P less than 0.0000
00:24:28
0000001.
00:24:29
Yes, the face is much more effective. It
00:24:31
it's absolutely going to start a
00:24:33
conversation. That's true.
00:24:34
>> More than
00:24:35
>> And two two interesting things about
00:24:37
that just really quick. One is to your
00:24:39
point, Barbara, I I'm I might be off on
00:24:42
the number like exactly, but it's like
00:24:44
90% of men think that they're going to
00:24:48
get something by sending a picture of,
00:24:50
you know, their private parts and only
00:24:52
4% of women uh agree with that with
00:24:56
that. So there's a huge gap or something
00:24:58
like that.
00:24:58
>> That's a big effect size.
00:25:00
>> There's a huge gap. But the interesting
00:25:04
thing about this was you know it fit a
00:25:07
lot of things. First remember I told you
00:25:09
that we wanted to be a force towards
00:25:12
moving men forward like either by
00:25:15
adopting new you know uh grooming habits
00:25:18
or hygiene habits or new routines like
00:25:20
one or by just you know better behavior
00:25:24
too without being preachy. So we need to
00:25:26
have a sense of humor. We don't want to
00:25:28
like talk down to men or anyone in this
00:25:30
planet for any uh so and on top of that
00:25:35
we were starting to announce that we had
00:25:38
products for your face. We were
00:25:39
launching like those beautiful beard and
00:25:41
face shavers.
00:25:42
>> So the send face pics instead campaign
00:25:45
was a way to tap into culture to carry a
00:25:49
conversation that is more interesting to
00:25:51
consumers than just talking about the
00:25:53
features of my product. But at the same
00:25:55
time helping deliver the message that
00:25:58
hey you know that manscape that maybe
00:26:00
you got to know from
00:26:02
>> go like now it's it's it's in the face
00:26:05
right
00:26:06
>> so connecting all those dots to your to
00:26:10
your early earlier point um is very
00:26:13
important to us and that's I think
00:26:14
>> yeah and I like I like as you move on
00:26:17
>> yeah as you move on to other things
00:26:19
which is like this big category where
00:26:21
you are competing against very
00:26:23
established players
00:26:25
you're coming in with, you know, kind of
00:26:27
an idiosyncratic approach in some ways,
00:26:29
but the way you started out saying you
00:26:31
also wanted to link it to luxury to
00:26:34
hire, you know, and the humor could have
00:26:36
backfired there because while it might
00:26:38
work where you are now, it doesn't work
00:26:40
as well once you get into that
00:26:42
established area if you haven't linked
00:26:44
it to that luxury high quality thing in
00:26:46
my mind. So I think recognizing that
00:26:49
right from the beginning in terms of
00:26:51
growth which is what Americas was asking
00:26:54
makes sense because the growth from
00:26:56
something humorous or kind of hard to
00:26:58
talk about might not be as big as
00:27:00
becoming more mainstream and high
00:27:03
quality and like a different approach or
00:27:06
>> and it fits also to Barbara's point
00:27:08
Marcela just really quickly it fits well
00:27:10
with this notion of broadening
00:27:13
masculinity and and sort of rebranding
00:27:16
the and re rebranding maleness, all of
00:27:19
this stuff. And it's sort of nice
00:27:21
behavior though. I like that a lot.
00:27:23
That's a real So, let me just ask you,
00:27:25
we're running out of time. Go figure.
00:27:27
This is like such an interesting topic.
00:27:29
It's already time is up. But I just I I
00:27:32
noticed you had some an interesting
00:27:34
background for getting into this. So,
00:27:36
like can you talk very quickly about
00:27:38
your background and how you went from
00:27:40
that to this?
00:27:42
>> Yeah, that's I mean I it's it's hard to
00:27:44
do it quickly, but I will. I started my
00:27:46
my professional life in Brazil um in
00:27:49
advertising as an art direction, art
00:27:51
director, creative, right? But I always
00:27:54
had this passion for strategy. I wanted
00:27:56
to learn more and I felt that sometimes
00:27:59
especially as you are a young creative,
00:28:01
you get too like you were distant from
00:28:04
the actual strategic and directional
00:28:07
decisions. That's what that's where I
00:28:10
decided to take an opportunity when I
00:28:12
had an invite uh to run uh creative and
00:28:15
strategy for a presidential campaign
00:28:16
back in Brazil and it was a very special
00:28:18
one. It was in 2002. It was a very um
00:28:22
it's kind of almost like Obama 2008 very
00:28:25
kind of hope was the theme very uh
00:28:29
powerful campaign. Um after that I went
00:28:32
back to advertising but then I had uh
00:28:36
what I call the crazy years in my life
00:28:38
where I did another five presidential
00:28:40
campaigns um in different countries.
00:28:44
>> Wow. So all in all I did seven
00:28:46
presidential campaigns uh three of them
00:28:48
in Brazil other other four countries. Um
00:28:52
and then because I had that stretch, I
00:28:55
was taking a year off and that's where I
00:28:57
landed in the US and that's where I met
00:28:59
Paul Tran and that's where we started um
00:29:02
you know this.
00:29:04
>> So I don't know if
00:29:07
politicians and you know private parts
00:29:09
can be connected but that's my
00:29:13
>> geopolitics and grooming grooming it's
00:29:16
my background. I cannot Yeah.
00:29:19
>> I love it. So, are you naturally a funny
00:29:22
person? I mean, is that are you do you
00:29:24
like approach life with humor all the
00:29:25
time? Just out of curious.
00:29:27
>> I try to be and and to be honest like
00:29:29
when when you have when you're running a
00:29:32
presidential campaign and it's tight,
00:29:34
it's very intense and tense, right? And
00:29:38
one of the things, and that's one of the
00:29:39
powers of humor that I learned and that
00:29:41
I take for my life, is the fact that in
00:29:44
the hardest days of a campaign under a
00:29:47
ton of pressure, we were still able to
00:29:50
crack a joke. It reinforced that, hey,
00:29:53
this is just one part of our lives, our
00:29:56
our conversation, our our relationship,
00:29:59
it's still there. So, I believe humor
00:30:02
has that power. That's why I try to take
00:30:05
life you know always with a with a touch
00:30:07
of humor and
00:30:09
>> one thing that I wanted to mention cuz
00:30:10
because you mentioned uh you know when
00:30:13
you go to the face we needed to elevate
00:30:15
the humor like you said but also it was
00:30:19
very powerful because as I was talking
00:30:21
earlier on the on the older brands they
00:30:24
have a hard time having a sense of humor
00:30:26
because they have you know they have
00:30:28
their voices established for so long.
00:30:31
So, one of the things we do here is if
00:30:34
we have a piece of content that one of
00:30:36
those brands could deploy, that means
00:30:38
it's not the right one for us.
00:30:40
>> And I am happy to report that we are now
00:30:43
number three in the US electric shaving
00:30:46
market. So, we we we already reach some
00:30:48
of those
00:30:49
>> some of those traditional players,
00:30:52
>> you know, with with that approach. So,
00:30:54
so far it's proving to be a powerful
00:30:57
combination and we intend to keep keep
00:31:00
evolving by doing it.
00:31:02
>> You know, I just have to that reminds me
00:31:04
Gillette made a famous campaign where
00:31:06
they were shaming men. Do you remember
00:31:08
that toxic masculinity campaign?
00:31:12
>> Um, and there was nothing funny about it
00:31:14
and it really kind of backfired. That
00:31:16
was like one of the most hated
00:31:18
campaigns. So, your point is really well
00:31:20
taken even when you get out of that
00:31:22
area.
00:31:23
>> Yeah. inclusive, anti- preachy,
00:31:25
>> uh, but but using humor as a gateway to
00:31:28
to start the conversation in an
00:31:30
authentic way. Very powerful. Very
00:31:32
powerful.
00:31:32
>> Yeah. And all with all the touch points
00:31:34
that any brand has today, you know,
00:31:36
consumers can smell when you're being
00:31:39
not authentic or when you're too being
00:31:41
preachy or, you know, when you're trying
00:31:43
to say something that is not who you
00:31:45
really are. It's not like something that
00:31:48
you have the voice to do it. So, we are
00:31:50
pretty careful with that. But it's it's
00:31:52
always like, you know, it's always
00:31:53
nerve-wracking when whenever because we
00:31:55
are on that line, right? So,
00:31:58
>> yes. Yes.
00:31:59
>> Yeah. It's pretty cool. Well, I can't
00:32:01
believe it, but we're out of time.
00:32:02
Marcelo Cart,
00:32:05
>> chief marketing officer of Manscape,
00:32:07
where can people go to find out more
00:32:09
about you because you sound pretty
00:32:10
interesting and your brand and
00:32:12
everything you guys are doing at
00:32:13
Manscaped?
00:32:15
>> That's a good question. I think maybe
00:32:17
LinkedIn would be would be, but I I
00:32:19
that's a good question. And I didn't
00:32:20
have a like a good answer for that. But
00:32:22
about Manscape, manscape.com is still a
00:32:24
pretty cool website where you can learn
00:32:27
about our products, our campaigns.
00:32:28
There's a little bit of our of our bios
00:32:31
there. But I you just gave me an idea.
00:32:33
Maybe I need to think of a place, you
00:32:34
know, if people want to know more about
00:32:37
where where I'm coming from. So, thank
00:32:39
you.
00:32:40
>> That's awesome.
00:32:41
>> Yeah. Thank you. Thank you all for
00:32:44
listening today. That's all we have time
00:32:46
for. Uh we'll be back next week. Till
00:32:48
then, this has been Marketing Matters on
00:32:50
the Wharton podcast network. We'd like
00:32:53
to thank our producers, Dion Simkins and
00:32:55
Marissa Rena. I'm Barbara Khan here with
00:32:57
America's Reed.
