Media Edge: Manscaped launches new product in category, campaign (Score 60)

Media Sales Lead: Manscaped, a men's hygiene company, just launched a new product in the category: the Crop Preserver Ball Deodorant. This product was specifically designed for sensitive body areas. A new campaign made by DDB New York has also launched.

Key Lead Takeaways: Get in touch soon because Manscaped will likely ramp up spend to promote the new product

Target Demographics: Gen-Z and millennial men

Key Spend Notes: 

• Spend shift summary: TV spend has dropped while digital spend has greatly increased signaling a relatively young audience. Since Gen-Z and millennials tend to respond well to digital advertising, Manscaped may make future forays into additional channels such as OTT or CTV.

National Broadcast Analysis & Spend Breakdown:

*Note that iSpot categorizes Manscaped under Health & Beauty: Shaving & Hair Removal*

• 2023 YTD Spend: $1.4m
• STP 2022 Spend: $1.9m
• 2022 FY Spend: $4.9m
• 2021 FY Spend: $3.1m
• 2020 FY Spend: $6.3m

YTD YOY Spend Increase: -26%

Ad Flight Breakdown (by spend): So far this year, Manscaped has launched 53 spots; is top five are Advanced, Grip It & Trim It, Boxers 2.0: Comfort and Support, What's Inside, and Pete Davidson's Stand-In.

Top Daypart (by impressions): Primetime (62.3m), Overnight (52.3m), Late Fringe PM (42m), Early Fringe (32.2m), and Day Time (32m)

Top Networks (by spend): ABC, Reelz Channel, Food Network, Movies!, and Motor Trend network

Top Shows (by spend): On Patrol: Live, The Bachelor, Shark Tank, Diners, Drive-Ins and Dives, and Ridiculousness

Top Industry/Vertical Spenders (YTD, by spend): Gillette (58.4%), MicroTouch Max (30.9%), Venus (4.8%), Manscaped (4.3%), and VacuTrim (1.1%)

Digital Display & Social Media Spend Analysis & Breakdown:

*Note that Pathmatics categorizes Manscaped under Men's Electric Shavers*

• 2023 YTD Spend: $6.8m
• STP 2022 Spend: $2.8m
• 2022 FY Spend: $9.2m
• 2021 FY Spend: $11.3m
• 2020 FY Spend: $7.2m

YTD YOY Spend Increase: 143%

YTD Ad Flight Breakdown:

• Q2 2023 Spend (to date): $1.3m
• Q1 2023 Spend: $5.5m
• Q1 2022 Spend: $2.3m
• Q2 2022 Spend: $2m
• Q3 2022 Spend: $2.2m
• Q4 2022 Spend: $2.7m

YTD Impressions: $1.3b

Top Ad Types: Twitter (33%), Instagram (33%), YouTube (22%), and Facebook (12%)

Top Purchase Channels: Direct (100%)

Top Publishers: Twitter (33%), Instagram (33%), YouTube (22%), and Facebook (12%)

Top Industry/Vertical Spenders (YTD, by spend): Manscaped, Koninklijke Philips, Procter & Gamble, Panasonic, The Beard Club, and IdeaVillage Products

Top Creative by Spend; see below: (note that not all creatives debuted in 2023).

Other Media Spend Analysis & Breakdown:

Vivvix: Digital, radio, OOH, local broadcast, print, Google Ads, Facebook, Instagram, TikTok, Twitter, and online video (via Youtube.com and Youtube IOS), along with influencers

Top Sponsored Podcasts: The Ben Shapiro Show, Conan O'Brien Needs A Friend, No Such Thing As A Fish, Office Ladies, 2 Bears, and 1 Cave with Tom Segura & Bert Kreischer

Recent & Upcoming Product Launches: Crop Preserver Ball Deodorant (recent)

2022-2023 Key Hires: 

• Charlie Wolff: Executive creative director (December 2022)

Current Agency Roster: 

• If you haven't yet done so, contact soon to get on the radar of Marcelo Kertész, who became Manscaped's CMO in August 2022.
  • I expect that you'd have the best of luck securing PR, digital analytics, and/or media services since the company currently seems to only outsource creative.
• DDB NY: Creative agency partner (at least for this campaign project)
• ButterCo: Creative agency partner
• GYK Antler: Creative agency partner

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.