Unilever acquired men’s personal care brand Dr. Squatch to attract Gen Z. With viral marketing, influencer collabs, and bold campaigns (like selling soap “infused” with Sydney Sweeney’s bathwater), Dr. Squatch has built a strong, young fanbase. It’s social-first reputation fits right into Unilever’s growing push toward Gen Z-focused branding, making the acquisition part of a larger strategy. Unilever is betting big on influencer and social media marketing, planning to dedicate half of its media budget to social platforms and increase its influencer spending. With Gen Z reportedly spending over $2K a year on beauty products, according to LendingTree, this move—alongside recent acquisitions like K18 and Wild—shows Unilever is serious about winning over the next generation of personal care shoppers. (Adweek)
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