Sydney Sweeney is Dr. Squatch's Body Wash Genie in Campaign Upending the Men's Body Wash Category

"We disrupted the category with our natural, cold-processed bar soap, but many guys still prefer body wash," says John Ludeke, VP of marketing, Dr. Squatch. "That’s where our new Natural Body Wash comes in."

The brand's new Natural Body Wash range, available at Target, Amazon, the brand's ecommerce site and elsewhere, defies men’s body wash conventions, particularly when it comes to synthetic detergents.

To roll out the range, the brand has tapped actor Sydney Sweeney to act as its "Body Wash Genie." 

Ludeke notes that the range "delivers the same high-quality, natural ingredients Dr. Squatch is known for, in body wash form." Per the brand, the body washes comprise more than 98% natural ingredients, including coconut-derived components that hydrate skin and maintain moisture throughout the day. 

""We disrupted the category with our natural, cold-processed bar soap, but many guys still prefer body wash," says John Ludeke, VP of marketing, Dr. Squatch. "That’s where our new Natural Body Wash comes in."Dr. SquatchThe men’s body wash market has long been dominated by synthetic cleaners," Ludeke explains. "Most of these products, classified by the FDA as synthetic detergents, contain potentially harmful ingredients like sulfates, parabens and phthalates."

Ludeke adds that the range "features Dr. Squatch’s unique, manly scents, provides all-day moisturization, and bridges the gap for guys who want to clean up their routine without compromising on performance."

In this way, the brand is able to deliver the benefits of its natural cold processed bar soap in a format a segment of shoppers are most comfortable with.

While the brand is focused on natural materials, the reality is that more than half of men have no clue what ingredients are in their current body wash.

To win shoppers over to Dr. Squatch's non-irritating "real soap" formulas, the brand is delivering education and long-lasting fragrances, which are reportedly preferred by 97% of men.

The range includes four scents:

• Coconut Castaway
• Wood Barrel Bourbon
• Pine Tar
• Fresh Falls

Dr. Squatch is also launching the Squatch Scrubber exfoliating grooming tool that pairs with the new Natural Body Wash. On its own, the scrubber is available for $19, or with the purchase of an 8 oz four-pack ($40) or 14 oz two-pack ($30) for $9.50.