The toxicity of online advertising is no small phenomenon. Just look at True Classic, Liquid Death or Dr. Squatch. They’re all giants in their respective categories: which are T-shirts, water and soap, if you couldn’t guess. But if you are familiar, the overt, arguably aggressive, ad tactics clearly worked.
They’re belittling, with a tone that’s somewhere between scolding and dismissive. True Classic calls you fat, and positions its T-shirts as a way to hide your embarrassing “dad bod.” Liquid Death wants you to “murder your thirst,” because drinking plain ‘ol water from the tap is for the weak. And Dr. Squatch wants you to ditch the bar soaps “your mommy bought you” in favor of their soaps for “men who use their hands; men who build things; men who open the pickle jar on the first try; men who catch foul balls without spilling their beer.”
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To be frank, who the fuck comes up with these? Sure, they’re funny to some, but even the Axe body spray folks know this kind of jargon should be left in the past. As Adweek puts it, in an article about fellow grooming brand Axe’s advertising overhaul, which centers a more neutral man, “New narratives are imperative in an industry that has been slow to challenge outdated gender stereotypes.”
But enough about the ads. How’s the actual product? Well, we’ll see.
Dr. Squatch Soap: What We Think
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The soap is fine — but it’s not better than Marlowe’s, Atwater’s, Ursa Major’s or even Humanrace’s bars. Sure, some of those are even pricier, but they have better aromas, last longer and don’t come with the baggage of bad marketing and branding. I might be nit-picking, but there’s something unsavory about using soap branded with a pipe smoking Sasquatch, especially when the ads seemingly bullied me into buying it. It all just feels a little unnecessary.
The ingredients are all-natural
Dr. Squatch is built on the idea that regular soaps are bad for your skin — and most are. When founder Jack Haldrup (who is not the guy you see in the ads) came up with the brand, it was to make “the best soap for psoriasis,” a skin condition he’s had his whole life.
Instead of using detergents and additives like Sodium Lauryl Sulfate, Dioxane, Triclosan, Parabens, Ureas and Polyethylene Glycol, Dr. Squatch relies on natural ingredients like olive, coconut or hemp oils, oats, sage, mint and sea salt (among others, depending on the listed scent).
Source: https://t-tees.com
Category: WHY
