Unilever Acquires Dr. Squatch to Deepen Its Gen Z Market Play

Unilever on Monday, June 23, mentioned it has agreed to amass Dr. Squatch, increasing its portfolio of Gen Z manufacturers because it will increase its funding in influencer advertising. The U.S. mens private care model has grow to be recognized for its “viral social-first advertising methods, partnerships with influencers and celebrities, and culturally-relevant collaborations,” Unilever mentioned in a press launch asserting the deal, including that these qualities had been driving power behind the acquisition. The phrases of the deal, anticipated to shut later this yr, weren’t disclosed.“Dr. Squatch has constructed a stable basis and constant following with extremely fascinating merchandise and intelligent digital engagement methods,” Fabian Garcia, president of Unilever Private Care, mentioned in an announcement, including that Unilever plans to develop the model internationally. Since its launch in 2013, Dr. Squatch, which sells in-store and on-line, has constructed a popularity for daring, provocative promoting. Its most up-to-date marketing campaign bought bars of cleaning soap infused with actress Sydney Sweeney’s bathwater. And for Valentine’s Day this yr, the model promoted a bouquet of its soaps packaged together with Trojan condoms.“The mission for Dr. Squatch is to encourage and educate males to be happier and more healthy,” chief govt officer Josh Friedman advised ADWEEK final yr. “We fulfill that mission by creating high-performance pure merchandise with superb scents constructed for on a regular basis guys.” Investing in influencersDr. Squatch joins a rising record of manufacturers acquired by Unilever not too long ago because it invests extra in social-first, influencer advertising to succeed in Gen Z. In accordance with monetary market LendingTree, the demo spends greater than $2,000 a yr on magnificence merchandise, primarily throughout skincare and haircare.In 2023, the CPG large bought haircare model K18, which not too long ago partnered with LinkedIn influencers for a product giveaway and mentorship program. In February, Unilever’s India-based subsidiary, Hindustan Unilever Restricted, acquired digital-first magnificence model Minimalist. And in April, Unilever purchased U.Okay. private care model Wild.In March, the corporate’s new CEO Fernando Fernandez mentioned he plans to spend 50% of the corporate’s media finances on social channels and can improve influencer advertising funding by 20 occasions. Campaigns like K18 and TRESemmé’s latest social-heavy spot starring Bravo actuality star Paige DeSorbo, and its Cleanipedia platform, which supplies cleansing hacks and recommendation on Instagram and TikTok, are early examples of the corporate’s Gen Z push.