The Insane Marketing Playbook Behind Manscaped
A Shopify Masters interview, hosted by Adam Leventter (as spelled in the captions), with Paul Tran, founder and CEO of the men's grooming brand Manscaped. He says the idea began in 2016 when he spotted white space in below-the-belt grooming, that the brand grew from zero to 300 million dollars in revenue in 36 months and now serves over 15 million customers in 39 countries, and that the name now defines the category. He covers launching by testing a hypothesis, getting into retail starting with Dillard's and Target, spending close to 60 million dollars on awareness before Target, and a roughly even split between direct to consumer, Amazon and retail. Sponsor: Shopify, which presents the show and links a free trial in the description. PARTIAL COVERAGE: this note is based on the opening, the origin story, a middle section on retail partners and channel mix, the closing and the description, and does not cover the AI and influencer sections in full across the roughly 33 minute conversation. All business claims and figures are the speakers' own and are not independently checked.
Executive Summary (TL;DR)
A Shopify Masters interview, hosted by Adam Leventter (as spelled in the captions), with Paul Tran, founder and CEO of the men's grooming brand Manscaped. He says the idea began in 2016 when he spotted white space in below-the-belt grooming, that the brand grew from zero to 300 million dollars in revenue in 36 months and now serves over 15 million customers in 39 countries, and that the name now defines the category. He covers launching by testing a hypothesis, getting into retail starting with Dillard's and Target, spending close to 60 million dollars on awareness before Target, and a roughly even split between direct to consumer, Amazon and retail. Sponsor: Shopify, which presents the show and links a free trial in the description. PARTIAL COVERAGE: this note is based on the opening, the origin story, a middle section on retail partners and channel mix, the closing and the description, and does not cover the AI and influencer sections in full across the roughly 33 minute conversation. All business claims and figures are the speakers' own and are not independently checked.