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BrandBreakdowns - Edition #005 - 01/09/2024

WWW.DRSQUATCH.COM

When I saw this tweet, I absolutely had to study this brand & figure out what the hell they are doing. Over $200M in sales from soap?? And before you say “Every other brand has hit $200M, what makes this one special?”. Well, Dr.Squatch reportedly is running at a $200M per YEAR run rate as of September 2023. I found some very unique things Squatch is doing with their website & offerings that you can 100% take away & split test in your own business, let’s get into it.

General Analysis

The Dr. Squatch offer is quite simple. They sell mens soap & hygiene products on a monthly subscription. It is a quarterly subscription (Billed every 3 months) of soap, deodorant, toothpaste, face wash & more types of products you can select.

It appears their main offer is a “Buy 3 Get 3 Free” offer to incentivize people to sign up for their quarterly subscription. They also throw in a “Soap Saver” which is a handle you can stick into a bar of soap to grip it better.

The subscription sales process is insane. We usually show the sales process in the “Insider Report” section of this newsletter, but i’m going to give you a preview here. On the home page you click “Get Started” & it brings you to this step by step build-your-bundle type funnel. Here is step 1:

Then they bring you to the checkout (will continue in the insider report).

I thought it was very interesting how they gave so much customizability when building your subscription. They also push add-ons crazily, even getting me to go from only wanting soap to then adding deodorant & face wash to my subscription.

They promote on their website & social media that they are a certified B Corporation. They seem very proud of this, and are using it as a selling point for their brand.

What is a B Corp? Quote from Dr.Squatch’s website: “Certified B Corps are brands verified by B Lab, a global nonprofit, that ensures businesses meet the highest standards of social and environmental performance, public transparency and accountability, all while balancing purpose and profit.”

They put themselves on the chopping block by inviting a third party to review their business practices & grant them a rating. This increases consumer trust & allows customers to trust that Dr.Squatch is being honest in their advertising & balancing purpose & profit. Was it worth doing? I can’t answer that, but what I can say is it definitely puts Dr.Squatch on another level.

In Dr. Squatch’s footer, there is a menu titled “Our Brands” & there is a JUKEBOX logo & a link to the JUKEBOX website. JUKEBOX is another soap brand, seemingly taking a musical approach to the soap industry. But that's not it, my theory is that Dr. Squatch reached a point of expansion into the female soap market, and instead of transitioning Dr. Squatch’s purpose for men, they created an entirely NEW brand to just target females with.

On their careers page they clearly state their company values. It’s always nice when companies show this publicly, allows us to learn and allows customers to see a little on the inside of whats going on.

1. We maintain an underdog startup mentality prided on getting things done in an innovative way, even without perfect resources!

2. We have high standards in all that we do & value ownership of work, curiosity, and collaboration!

3. We proactively help others, stay humble, and don't take ourselves too seriously! Most importantly, we always have fun!

I think it is important to note that even though Dr. Squatch has raised money, they gained massive popularity before raising a single penny. Some entrepreneurs need resources to get things done & some make due with what they have. Dr. Squatch has made the best of both, proving this value to be worth taking seriously. It is also one of the values to not take themselves too seriously, if you see their ads then you would know they take this value to the heart. Their ads are hilarious, joking & immensely creative. We will see the effects of this value later when we look at their ads.

The Dr.Squatch team has partnered with numerous charities & initiatives to help make the world a better place. This is part of being a B Corporation, and they made a page on their website called “Giveback” where they document their partnerships & impact. They are partnered with the wounded warrior project, gang rehabilitation, soap recycling & more diverse groups that Dr.Squatch supports. Supposedly, Dr.Squatch has donated 2.2 million bars of soap to 7 different countries. Impressive!

Dr. Squatch has done an amazing job with product education. In their footer, they have 5 different hyperlinks to pages dedicated to product education. The first notable one being “The Squatch Difference”. This page explains some of the ingredients & methods used to create their products & why it is better than their competition. The next notable one is their “Shit List”. Besides having a fun name, it is a list of all bad ingredients that their competitors use that they REFUSE to use themselves. This is a unique way to display your attention to detail with ingredient knowledge. They also have an ingredient list of ingredients & in depth breakdowns of ingredients that they DO use…

Overall, they don't just say their products are better for you, or more organic. They break it down to an absolute science & present it in an undeniable way.

Cold Marketing Analysis

Dr. Squatch has been public about Youtube being their #1 driver of growth. They have invested hundreds of thousands of dollars into creating some of the most entertaining long form ads we have seen yet. Their Youtube channel is a goldmine of creative marketing & proven ad formats that they have scaled to the moon. Over 360 MILLION views across their entire Youtube channel, likely from organic AND paid ads.

Their top performing Youtube ad is here.

Second top performing ad is here.

Dr. Squatch has done an incredible job creating relevant memes that target their ideal customers & they get a ton of traction on their Instagram & Twitter/X. They keep up with humor trends and are constantly posting memes & jokes about their product line. This goes back to their company value of them not taking themselves too seriously.

Warm Marketing Analysis

100% the weirdest abandoned cart flow we have seen so far on BrandBreakdowns, you can view the full page screenshots here. 

Abandoned Cart Email #1 is just a reminder to complete your order after 5 hours. The next day, you are hit with 2 emails pretty much back to back. One of them is saying you can save $5 by earning 50 reward points by making an account. The other one is another normal reminder to complete the order. Finally, after 48 hours you are sent a 10% off discount code to complete your order along with a video. But it isn't just any video, it's a message log with a video in it that SAID MY NAME!!! They use a service called Maverick Lab to accomplish this.

Dr. Squatch has done an amazing job promoting their loyalty rewards program. I saw it on the website & post purchase process which we will take a look at after.

They reward you for purchasing, engaging with their content, sharing their products & becoming a member of their subscription program. You can use the points to get cash discounts off of your purchases.

Since we already covered the sales process in the “Subscription Flow” segment, I won’t waste your time showing it again. But one thing worth mentioning is that they offer multiple shipping upsells. One for priority shipping & processing, another for Express Shipping & Processing. What's the difference? Probably nothing, but they likely make some extra cash from it!

After completing my purchase & joining Dr. Squatch’s subscription, I was prompted to make my account. After making my account I immediately got hit with their rewards program, their interface is also very user friendly & easy to use.

Fastest shipping from any BrandBreakdown brand ever, 4 days flat. Product quality is undeniably good, not much to say. Go get you some!