Dr. Squatch is a natural soap brand successfully connecting with young men via TikTok. YPulse’s social and mobile marketing data shows that 71% of young social media users don’t mind ads on social media as long as they’re entertaining. TikTok continues to be one of the best platforms for authentically reaching young consumers, and DTC personal care brand Dr. Squatch is capturing the attention (and sales) of young men on the app thanks to its ability to stay ahead of trends and internet culture. The brand’s TikTok content features everything from internet memes to pop culture references (like nods to Squid Game) while playing on “drop culture” by releasing limited-edition products like its Irish cream and whiskey soap for St. Patrick’s Day. Dr. Squatch reports around 10-15% of new customers have come from TikTok and has placed in the top 1% of marketers on the social video app according to company data. YPulse’s personal care and beauty research shows that 25% of young men say online / social media advertisements are most likely to influence their decision to buy personal care / beauty products, and Dr. Squatch’s CMO, Josh Friedman, notes “making soap and the shower experience fun and exciting has struck a chord within the TikTok community.” (Marketing Dive)
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