Mythical creatures aren’t known for academic achievements or a sense of style. The Minotaur wasn’t an arts graduate. The Loch Ness Monster has never been the toast of Paris Fashion Week. The exception is Sasquatch, the hairy North American colossus. Also known as Bigfoot, it’s a dapper beast with a PhD.
At least, that’s according to Dr Squatch, the US male grooming challenger that’s just been acquired by Unilever for an undisclosed sum.
The brand’s logo is a cartoon Sasquatch: neatly coiffured, smartly attired and blowing a single bubble from the pipe in the corner of his mouth. It’s spot-on: playful, not silly, and manly, not macho.
Which is how one could also describe Dr Squatch’s portfolio of natural deodorants, soaps, shampoos, conditioners and body washes. Their packaging eschews the harsh blacks, gun-metal greys and sterile whites often seen in men’s mainstream toiletries, opting instead for a woody beige with pops of other colours. The designs are atypical but still butch.
That approach extends to the brand’s (often delightful) fragrances: the likes of Gold Moss, Wood Barrel Bourbon and Cool Fresh Aloe. Sure, there are the new Dirt Destroyer and Grime Reaper soaps, the former featuring an axe-wielding muscle man. But they’re limited editions in partnership with edgelord water brand Liquid Death, not core products.
All of which positions Dr Squatch – which made its UK high street debut in May 2024 – as a trendy choice for any sustainability-minded shopper who wants to look clean and smell nice.
Unilever’s ambitions
No doubt, the US challenger’s qualities also appealed to Unilever, which is on a mission to bolster its personal care offer and appeal to a wider range of consumers. Take, for instance, the Lynx and Dove owner’s recent acquisition of Wild, the fast-growing maker of refillable deodorants.
Then there’s recent NPD such as Sure Whole Body Deo, unveiled in January, and the February addition of five variants for Lynx Fine Fragrance Collection.
These launches were designed to premiumise the toiletries market – and so is the purchase of Dr Squatch, which prices its deodorant sticks at £12 and shampoo at £15 per 236ml bottle. “This complementary acquisition marks another step in expanding Unilever’s portfolio towards premium and high-growth spaces,” the fmcg giant announced yesterday (23 June).
The supplier also highlighted Dr Squatch’s “viral social-first marketing strategies, partnerships with influencers and celebrities, and culturally relevant collaborations with limited-edition packs”. See those Liquid Death soaps, plus team-ups with the likes of Sydney Sweeney, Call of Duty, Mike Tyson, Minecraft and British comedian Red Richardson (pictured above).
“Dr Squatch has built a solid foundation and loyal following with highly desirable products and clever digital engagement strategies,” said Fabian Garcia, president of Unilever Personal Care. “Building on its success in the US, we are excited to scale the brand internationally and complement our offering in the fast-growing men’s personal care segment.”
It seems Dr Squatch has the potential to be a monster of a brand.
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