Dr. Squatch is going below the belt to provide “ball-to-ball coverage.”
The men’s personal care and grooming brand is launching a three-piece ball care line Friday on its website that includes the Groin Guardian Trimmer, $70, a dermatologist-tested trimmer for precision grooming; Ball Barrier Dry Lotion, $14 or $12 with a subscription, a lotion-to-powder formula that addresses sweat, odor and chafing, and Beast Wipes, $12 or $10 with a subscription, biodegradable wipes to refresh.
“Our goal is to inspire and educate men to be happier and healthier,” said John Ludeke, vice president of marketing at Dr. Squatch. “As we expand, we found private hygiene to be a great opportunity.”
To celebrate the collection, which has been in development for a couple of years, according to Ludeke, Dr. Squatch has partnered with Nick Cannon and has taken out a $10 million insurance policy on his balls. Given that he’s fathered 12 children, the brand thought he was the perfect person to rep the collection and has crowned him with the title “Most Valuable Balls.”
Nick Cannon for Dr. Squatch.
Courtesy
When it comes to education and getting the word out there on new launches, the brand is focused on “humor and entertainment,” according to Ludeke.
“We call it ‘edutainment,’ so our goal is to do things that are hilarious and out there to entertain guys and to bring humor to their lives, and then simultaneously we communicate some sort of educational message,” he said.
Therefore, along with Cannon’s involvement, the brand has launched its ball valuation tool.
“It’s a fun quiz where guys can answer a few questions and find out potentially what their family jewels are worth,” said Ludeke. “Nick Cannon took the quiz, and it turns out he has the most valuable balls in the world, so [he] will be crowned the MVB.”
“Haters say it’s time for me to stop having kids and put this super sperm to rest, but I’m doubling down on these valuable balls and my future kids,” said Cannon in a statement. “Shoutout to Dr. Squatch for giving my balls the credit they deserve and hooking me up with the protection I need to keep this family tree rolling! Don’t go another day without protecting and caring for your most valuable assets with ball-to-ball coverage through Dr. Squatch’s new Ball Care products.”
After taking the quiz, customers will be guided to the new line of products.
Nick Cannon for Dr. Squatch.
Courtesy
The brand has also partnered with creator Caleb Pressley on content for the launch.
“Caleb is going to come out to help to formally educate guys on what we call BCP, which are ball care problems, and how they’re affecting men across the country,” Ludeke said.
For the rollout, the brand is focused on social media, particularly TikTok, Instagram, Facebook, Snapchat and YouTube, as the ads were not approved for television. The brand will also be highlighting more educational content through its blog site and emails.
“Our goal is to use the humor as a way to pull people in and then throughout the full marketing funnel, there’s a lot of different content and communication,” Ludeke said.
Industry sources told WWD that Dr. Squatch is doing over $300 million in annual sales and this collection could amass $30 million its first year. Dr. Squatch has also been rumored to be in the market, though when asked, the brand shared the following statement:
“The company is not actively pursuing a buyer. We are focused on our stated mission of inspiring men to be happier and healthier and experiencing significant growth right now as more consumers make the shift to natural better-for-you products.”
While the team declined to share specific sales projections for the launch, Ludeke said: “Business more broadly is growing rapidly right now, and we’ve been seeing [a] huge amount of growth, especially in our core categories. That’s been led by not only our e-commerce business but also our retail business.”
Concurrently, Ludeke sees a significant opportunity to grow more in the ball and intimate care space following this launch.
“The category as a whole is growing a lot and it’s still from [a] household penetration standpoint pretty small. We see a lot of opportunity to grow the understanding and awareness for the category and then to expand the line to meet whatever needs we’re getting that our customers would like. This is our initial launch,” he said.
