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