Manscaped’s Whole‑Body Media Strategy

Why It Matters

The strategy demonstrates how a DTC brand can use upper‑funnel media and a broader product suite to drive long‑term growth, a model other niche players may emulate.

Key Takeaways

• Manscaped shifted from lower‑funnel to 70% upper‑funnel spend.
• Super Bowl ad featured anthropomorphic hair balls to broaden brand perception.
• CMO Marcelo Kertész leverages political campaign pressure for brand transformation.
• KPIs focus on social buzz, brand lift, and consideration growth.
• Trimmer purchase cycle is long; impact emerges gradually post‑ad.

Pulse Analysis

Manscaped, once known primarily for its ball‑trimmer, is repositioning itself as a full‑body grooming platform. The company’s new tagline, “from ball to all,” reflects a broader product roadmap that now includes facial, under‑arm and body hair solutions. This expansion aligns with a growing consumer appetite for convenient, subscription‑based grooming kits that cover multiple body zones. By moving beyond a single‑category identity, Manscaped hopes to capture higher lifetime value from customers who previously purchased only a single device.

The shift is most visible in the brand’s media playbook. Earlier this year Manscaped aired a multimillion‑dollar Super Bowl spot that used anthropomorphic hair balls to signal a move away from purely “groin‑only” humor. Rather than chasing immediate sales, the campaign tracks social buzz, brand lift and consideration—metrics typical of upper‑funnel advertising. Because a trimmer’s purchase cycle can span weeks or months, the impact of a high‑profile ad unfolds gradually, reinforcing the brand’s relevance before the consumer is ready to buy.

CMO Marcelo Kertész brings a decade of political‑campaign experience, where rapid decision‑making and high‑stakes messaging are routine. He applies that pressure‑test mindset to Manscaped’s experimentation culture, separating test spend from core budgets and encouraging data‑driven creative risk. The result is a brand that can stay funny without devolving into a “joke brand,” while steadily building long‑term growth. For other direct‑to‑consumer companies, Manscaped’s blend of bold upper‑funnel spend and disciplined measurement offers a roadmap to scale beyond niche categories.