Either way, there’s value in it! 😉 📸
In this newsletter, you’ll find: 👇
📦 Competitors are taking over
📦 The first-of-its-kind media invoice financing
📦 How to shop like cool kids in the East
📦 Real-life examples and data-backed insights from the 2023 Direct-to-Consumer report
Read till the end to access exclusive DTC swag. 😎
👉 If a pal forwarded this to you, subscribe, so you never miss out.
🕺 A trek through the Amazon
We’re back with DTC’s Brand Breakdown and the Pilothouse team to conclude the ongoing Amazon series with Manscaped.
We’ll pick up where we left off last week by diving into their branded search terms and a surprise that we didn’t see coming! 👀
Let’s get into it 👇
😊 Admirable ads
Manscaped is in an enviable position here. Their branded search terms have more search volume than most generic search terms in the grooming space.
For example, “electric razor” gets roughly 55k searches every month, while “Manscaped lawn mower” achieves roughly 85k searches monthly.
It's critical that they own their branded searches so as not to lose market share to competitors advertising on those same terms.
With their market share, Manscaped has it easy. They could set up some simple, broad targeting campaigns of each type and achieve solid coverage.
🤷 Getting sponsored?
This is not what we wanted to see. When we searched “Manscaped”, the ad at the very top was a Sponsored Brand video for Gillette! To make things worse, three of the four top sponsored product spots were for other competitors! 😮💨
As we saw further down the page, things only got more dire.
The Sponsored Brand video spot went to, you guessed it… Gillette again. 🪒
Take note of the highlighted word in Gillette’s product title above. 👀
They’ve included “Manscape” (likely because that specific version is not trademarked) to leverage the SEO advantage it provides and to drive up their relevance in Amazon’s search for “manscaped”. Well played, Gillette.
Surely, Manscaped defended their page with ads for other products, right? Nope.
We see competitors everywhere, and it hurts us a little inside.
The last nail in the coffin for Manscaped’s branded defense is that “Amazon’s Choice” for many branded terms aren’t even their products. They’re basically copies! 😱
Keep on reading to find out what Manscaped can do about it…
90 extra days to pay? Sound too good to be true?
It was… Until Juni: the financial platform offering first-of-its-kind media invoice financing for eCommerce companies.
Here’s how Juni Capital for invoices works:
🧾 Google or Meta Ads sends you an invoice for media spend.
💳 You select ‘Pay later' and use Juni Capital to pay the media invoice.
💸 You get up to 90 days (3x the typical 30 days) to settle your balance, freeing up valuable cash flow for your business.
You can access capital up to €20million with fixed fees as low as 3% (no catch: fees only apply to funds you use).
Juni can even auto-collect, pay, and reconcile invoices in a few clicks saving you precious time.
Say goodbye to cash flow constraints and hello to more time, more cash, and more runway for your business.
Check out this dupe that seemingly meets all the needs of a Manscaped customer. 👇
Dupes attain this “Amazon’s Choice” badge by selling more, having a higher conversion rate, and higher in-stock rate than Manscaped for those terms. This can be prevented with a thorough brand defense.
Why does this happen? What could Manscaped possibly be doing wrong here?
Without seeing what’s under the hood, it’s impossible to know for sure, but there are a couple of common culprits:
1️⃣ Not segmenting branded terms
This is the most common scenario. Branded terms are being advertised not with purpose but through some Auto, Category, or Targeting campaign.
An ad manager is likely trying to squeeze out a massive ROAS, so they continue to decrease the bids on those terms until they’re only showing on branded terms. This overly-optimized approach leads to the lack of a proper branded defense.
2️⃣ Not utilizing more creative ad types
All of the ads seen from Manscaped were only sponsored product ads. This is a fairly typical scenario for brands that just use some type of ad automation software to manage their entire Amazon ad strategy.
With all the great videos and creative Manscaped has, they could be crushing these ad types, but unfortunately, they’re not leveraging that content.
For Sponsored Products, here are a few generic search terms and where we found the first Manscaped ad:
👉 “Beard trimmer” (~102k search volume):
👉 “Electric razor” (~38k search volume)
👉 “Electric razor for men” (~21k search volume)
For the relevant, high-volume terms, their ad is at least visible.
With a little more consideration thrown into their ads, Manscaped would be setting up an impenetrable defense to protect their market share.
Let’s wrap up this Amazon deep dive on a high note. 💪
DTC is becoming more competitive.
This is not news to you.
Market saturation is an obstacle for most brands. It’s harder to stand out, harder to reach your ideal target, and harder to grow.
If you want to learn how top brands in the industry respond to shifts in the DTC market, overcome competitive challenges, and engage with customers in novel ways...
Whether you’re a DTC brand, agency, or SAAS company, you’ll get real-life examples and data-backed insights you can apply today.
(Or download it for later, when that coffee is fresh. 😉)
🎁 Everything Amazon
Manscaped could use some fine tuning and tune ups on Amazon. We constantly preach the immense value a brand’s Amazon presence brings to the table. It’s the world’s largest online retailer, after all!
It’s clear that Manscaped takes a “set it and forget it” approach to Amazon, and, in their defense, they’re capturing most brand-aware shoppers.
A good amount of effort has been put into the details of their listings, but as we mentioned, some aspects of their strategy could be improved.
They’re not actively trying to acquire new customers on the platform, and they’re not really trying to defend the market share they have.
Manscaped has spent thousands, if not millions, of dollars in advertising and sponsorships to build their brand presence into what it is today. 🤑
But with more customers using Amazon as their go-to search engine to find products, Manscaped could lose brand-aware customers to copies and competitors that take the advertising side of the platform more seriously.
However, it's not too late! They can fix this. If Amazon isn’t their platform of choice for customer acquisition, that’s fine, but they should own their branded terms with every ad type.
These clicks would also come at a relatively cheap cost-per-click (CPC) because of their superior relevance in the market.
👋 Until next time…
As we can see, the world of DTC marketing isn’t always sunshine and rainbows, but you can take these learnings and apply them to your own Amazon strategy.
That constructive process ensures that we, the DTC community, constantly evolve and build each other up with advice from industry experts like our pals at Pilothouse.
Stay locked to the DTC Newsletter for the next Brand Breakdown featuring Manscaped and more successes in personal landscaping.
How are you defending your market share on Amazon? Have we inspired you to revisit your defense strategy? Let us know in a reply! 📧
🎵 TikTok tests a new product discovery feature that uses your phone’s camera to identify products. The new initiative is part of TikTo’s plan to bring in-stream shopping to Western markets.
🛍️ Google Shopping users can now see clothes on a variety of body types before committing to a purchase. The new AR technology displays models of different ethnicities, hair types, and body shapes.
👽 Many Subreddits are planning to ‘go dark’ indefinitely in support of recent protests against Reddit’s API changes.
🐦 Twitter’s CEO outlines her approach to managing the platform and revitalizing its ad strategy to acquire interest from popular brands.
💤 Restful Living with Wilet: A Rebranding Journey with Vivian McCormick.
📫 The Future of Direct Mail and Marketing with PostPilot’s Drew Sanocki.
💭 Manifesting Your Dreams with Samantha from Maniscripting.
💚 "Enlightened Hospitality" and the Secret to Killer CX with Eli Weiss from Jones Road Beauty.
💄 8-Figure Beauty Empire Trinny London's Epic Organic Content.
Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)
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