How MANSCAPED Used Humor to Break Taboos and Build a Grooming Brand
Episode Description
ABOUT THE EPISODE Marcelo Kertesz, chief marketing officer of Manscaped, explains how the brand leveraged humor, premium design, omnichannel distribution, and a breakout Super Bowl campaign to challenge legacy competitors and redefine modern masculinity in the global grooming market.
ABOUT THE PODCAST Marketing Matters is hosted by Wharton marketing professors Barbara Kahn and Americus Reed. Each week they discuss marketing and advertising trends, consumer behavior, data and analytics, the latest in retail marketing, brand-building, and much more with their expert guests. Episodes are recorded at the Wharton School.
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Brief Summary
Marcelo Keresh discusses Manscaped's humorous approach to men's grooming and their impactful Super Bowl commercial.
Key points
- Manscaped's Super Bowl Moment. Marcelo discusses the significance of their Super Bowl commercial and its impact on brand perception.
- The Emotional Side of Hair. Exploring the emotional connection people have with hair and grooming.
- Men's Grooming Revolution. A conversation about breaking the stigma around men's grooming with humor and empathy.
- Manscaped's Unique Campaign Strategy. Manscaped's approach combines humor and authenticity to engage consumers effectively.
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Episode highlights
- Manscaped's Super Bowl MomentMarcelo discusses the significance of their Super Bowl commercial and its impact on brand perception.“If you haven’t seen it, I urge you to go check it out.”2:17Mar 2, 2026
- The Emotional Side of HairExploring the emotional connection people have with hair and grooming.“When hair is attached to our body, we treat it with care.”2:46Mar 2, 2026
- Men's Grooming RevolutionA conversation about breaking the stigma around men's grooming with humor and empathy.“There’s a permission structure that men can care about these things.”11:15Mar 2, 2026
- Manscaped's Unique Campaign StrategyManscaped's approach combines humor and authenticity to engage consumers effectively.“Using humor as a gateway to start the conversation is very powerful.”31:28Mar 2, 2026
