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Last updated on May 27th, 2025 at 07:24 am
When you’re building a sales funnel, pioneers get arrows in their backs. That’s one of the core principles behind “funnel hacking” …
Find a market that has successful products in it. Then, find your own position in that market.
How about the male grooming market? Manscaped went on a journey to figure that out.
Dollar Shave Club, Gillette, and Schick sound like big enough names to mimic? What if you found a perfect carve out in that market to coexist and disrupt the marketplace? What if you found out that there is even a “trending” term in that market? Manscaped did just that. This article will walk you through how they “cut” their teeth in this market and how you can do the same thing in yours.
Welcome to Manscaped
Men’s below-the-belt grooming is a vast and virtually untapped industry worth a near $50 billion globally. We say virtually because how many ads do we get on grooming products that help men improve the aesthetics below-the-belt, besides Viagra of course? Our guess is, not that many, which brings us to one company that has managed to carve up a marketing campaign that’s so brilliant, even Facebook couldn’t resist covering it as a success story in a blog (Facebook Manscaped Video Ad Case Study).
Below-the-belt grooming products for men are a range of products that have been specially designed for men who have to deal with an unflattering undercarriage because let’s just face it, males really are poorly designed downstairs. There’s always something getting in the way whether you’re at the gym, jogging, cycling, or just taking a stroll down the street. Below-the-belt grooming products make the life for men easier and…more comfortable.
Yet, often, men can be the most reluctant of consumers when it comes to purchasing below-the-belt grooming products. So, what’s the deal, and how did a company like Manscape manage to achieve all that success, in a relatively short period of time. That’s what we’re here to find out. They were competing with giants of the industries. Titans of commerce and advertising. Yet they have managed to double revenue every few months.
The success and failure of a brand often rest in the not-so-subtle art of marketing. Keeping that in mind, here’s a more in-depth dive on how small business owners can create an entirely kick-butt marketing campaign that will help launch their brand into the stratosphere.
1. Start With an Idea: Find a Market Research Perspective
Every successful brand is born with the idea to plug a gap in the existing market. Breakfast cereal, floor wax, the iPhone are just a few examples. So, where are all the male below-the-belt grooming products? The answer is quite painful so look away now. Oh, okay, still there. Good. That means your serious about finding the market gap, even when it involves a few “bloody cuts.” According to a JAMA Dermatology study that was carried out recently, around 26% of men and women who groom downstairs have been injured aka nicked, cut, infected and worse. The study also spoke of the need for brands to adopt safer designs that will lead to injury prevention.
There is a need for safer designs and injury prevention in the “below the belt grooming” niche. ~ JAMA Dermatology Study
The unexpected hero in all of this is surprising, another male grooming brand, known as Manscaped. The company offers men with not just fancy electric trimmers and razors, but ones that feature nick prevention, safety guards that prevent you from getting into a hairy situation! And BOOM. That’s your plug. A men’s below-the-belt grooming brand that offers safety first!
For other similar brands, this may not be at the top of their priority list. Manscaped was genius enough to realize that the comfort and self-assurance of having a men’s grooming brand that has their customers back take away the dread of taking a sharp object to a private area that can be very uncomfortable if not well kept.
2. Create a Product: Not Just Any Product!
Before Manscaped, using men’s below-the-belt grooming products often led to a bad (and painful) grooming experience. That’s because minor injuries were the norm. As a men’s grooming brand, your job is to identify the cracks in your company in terms of the products and figure out how to fill it up with your products. But, more of that later. Creating an awesome product is more than just coming up with a sleek design that’s good to look at. After all, it’s not like you’re going to frame it or something.
The Products
First, you need to gauge the pain-points of your target audience, in this case, its men ranging from tweens to 50-year-olds who are looking to improve their image and be more comfortable below the belt, and don’t want to make the trip to the emergency room if they do. Long story short, the men’s grooming products that were available before just didn’t cut it (or rather, they did). Now that you have found the problem, it’s time to design your product around that problem.
The Actual Products
Manscaped designed the kind of men’s below-the-belt grooming products that men were proud to use because they looked good, but more importantly, they got the job done without incident. Now, was that too much to ask? We thought so.
