One brand on using humour to cut through a ‘low emotional engagement category’
Pitching itself as not another “faceless mega corp”, natural soap brand Dr Squatch wants to reach a male audience, many of whom don’t buy the product themselves.
For many consumers – particularly male shoppers – buying a soap or shower gel is something that barely merits more than a moment’s thought.
Many people are habitual in the soap they buy, picking up something they’ve bought for over a decade, or being enticed by a deal. Indeed, for many male consumers personal care products are bought by the women in their lives as part of a wider shop.
However, male-focused soap business Dr Squatch is on a mission to create a brand its target consumer “can feel a connection with”. Vice-president of marketing John Ludeke admits the category is one where consumers often act on habit.
“Especially, within men’s personal care, it’s generally a pretty low emotional engagement category,” he explains.
