Here's How Manscaped Groomed Its Brand For Long-Term Growth | AdExchanger

"Performance is "the perfect tool for breaking through," Kertész said, "because you can get exposure on par with a huge brand that has deep pockets but without spending as much." Eventually, though, performance marketing has what Kertész calls "a cap." "There's always a point at which it just stops scaling efficiently," he said. "Then it starts to become more expensive to grow.""

"This reallocation represented a significant change in mindset, moving from short-term, easily measurable gains to longer-term brand-building and broader consumer awareness, Kertész said. Take its recent "Send Face Pics Instead" campaign, which launched over the summer and was designed to reposition Manscaped as more than just a groin-grooming company by using humor and data to encourage men to focus on their facial hair."

Manscaped previously allocated nearly three-quarters of its marketing budget to performance marketing. Performance marketing provided breakthrough exposure comparable to larger brands with less spend but reached a scaling cap that increased growth costs. Product-line expansion prompted a shift toward an omnichannel marketing mix and a major reallocation from lower-funnel tactics to nearly 70% upper-funnel campaigns. The brand launched the "Send Face Pics Instead" summer campaign to reposition beyond groin grooming, using humor and data to encourage focus on facial hair. Manscaped entered facial grooming in early 2023 with a dedicated beard trimmer but remained closely associated with below-the-waist grooming. The strategy favors longer-term brand-building over short-term measurable gains.

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