Hey, thanks for joining for another week of New Venture Weekly.
Detergent sheets and sustainable laundry products have been exploding over the last few years.
But the problem (for masculine males at least) is that they all smell like sunshine, roses & daisies.
We’ve already seen how profitable the male market can be when you tailor traditionally feminine products for men (for example in the skincare and beauty industries).
So this could be an untapped frontier.
Let’s jump in!
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💡How to Sell Men’s Cleaning Products
🗂 Overview:
This market is very small at the moment but if you have the correct distribution and marketing this could launch a fairly big sector.
You might think that because the market is small the demand is non-existent or too small to profit.
But look at the male beauty industry over the last 10 years. it’s growing by 77% year over year.
This is part of a macro-trend of adapting products for different genders or creating gender-specific versions of traditionally gender-neutral or oppositely-gendered products.
We’re seeing big shifts in societal norms and expectations regarding gender roles and a breakdown of traditional gender stereotypes in product use and marketing.
⭐️ Examples:
Savage is one of the only brands I can find that are dedicated to male-focused laundry products.
Smol is one of the more well-known eco-friendly cleaning brands. They do about $20m in annual revenue.
Lucent Globe has exploded on social media as an eco-friendly detergent brand and over the last few years has seen 5900% growth in sales.
The Black Stuff started out by making soap in his kitchen and documenting it on TikTok. It has since exploded in popularity with over 45k customers.
👎 Problems:
Underserved market: Many cleaning products are traditionally marketed towards women, leaving a gap in products specifically designed for men.
Stereotype breaking: It challenges the outdated notion that cleaning is primarily a woman's responsibility.
Engagement: It may encourage more men to take an active role in household cleaning tasks.
Tailored fragrances: Offers scents that may be more appealing to male consumers, moving away from traditionally feminine fragrances.
Targeted marketing: Allows for marketing strategies and messaging that resonate more directly with male consumers.
Product design: Packaging and branding can be designed to appeal more to male aesthetic preferences.
Addressing specific needs: Can focus on cleaning issues more common in male-dominated spaces (e.g., garages, workshops).
Simplified product lines: May offer more straightforward, multi-purpose products that appeal to men who prefer simpler cleaning routines.
Breaking stigma: Normalizes the idea of men buying and using cleaning products.
Gift market: Opens up new gift-giving opportunities for men (e.g., housewarming gifts for bachelor pads).
Brand loyalty: Men who find a cleaning brand that speaks to them may develop stronger brand loyalty.
📈 Stats:
A recent survey found that the male grooming industry is growing by 77% yearly. (source)
The global men's personal care market was valued at $30.8 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 9.1% from 2022 to 2030. (source)
The demand for eco-friendly household products is rising. A Nielsen report showed that 73% of global consumers say they would definitely or probably change their consumption habits to reduce their environmental impact. (source)
Single adult male households (with or without children) continue to grow: (source)
🛠 How to Build:
Market Research:
Conduct thorough research on male consumers' cleaning habits and preferences
Analyze competitors and identify gaps in the market
Product Development:
Create a line of products with masculine scents and packaging
Here are some places you can find manufacturers:
Sheets Innovation - private label opportunities
Branding:
Create a brand story that resonates with the target audience
It doesn’t need to be macho with biceps, beards and testosterone. Look at brands like Harry’s, Manscaped, Dollar Shave Club and similar for inspiration.
Initial Product Line:
Start with one type of product (laundry sheets for example)
E-commerce Platform:
Launch a user-friendly website using Shopify for direct-to-consumer sales.
Soft Launch:
Create an MVP and release your product to a limited market for feedback and refinement
Full Launch:
Expand distribution and begin full-scale marketing efforts
Partnerships:
Once you have sales and some momentum collaborate with retailers.
🚀How to Grow:
Influencer Partnerships:
Collaborate with male influencers in lifestyle, fitness, or home improvement niches
Content Marketing:
Create a blog, TikTok and YouTube channel with cleaning tips, home maintenance advice, and lifestyle content.
Social Media Content:
Use platforms like Instagram and TikTok to showcase product use and benefits
Targeted Digital Advertising:
Use platforms like Meta, TikTok and Google Ads to reach the target demographic. TikTok Shop and YouTube Shop would do well here.
Subscription Model:
Offer a subscription service for regular product delivery
Partnerships with Men's Lifestyle Brands:
Collaborate with complementary brands for co-marketing opportunities
Experiential Marketing:
Set up pop-up stores or demo booths at events popular with your target audience
User-Generated Content Campaigns:
Encourage customers to share their experiences and cleaning transformations
Cause Marketing:
Align with a cause that resonates with the target audience (e.g., environmental sustainability or men’s mental health)
Loyalty Program:
Implement a rewards system to encourage repeat purchases
Podcast Sponsorships:
Sponsor podcasts popular among the target demographic
Brand’s marketing strategies to follow:
Lucent Globe - look at their social media accounts for ideas on content. (here’s their Instagram account)
Smol - they invest heavily in paid advertising and their ads are a good source of inspiration. (see them here)
Lumin - another company that spends a lot on advertising. They are a male skincare brand that you can look at for messaging inspiration.
Dollar Shave Club - these guys were a D2C powerhouse and their acquisition strategy changed the game. (see here)
Manscaped - is another great source of inspiration for positioning and messaging.
Luxe Collective - these guys used their TikTok strategy to explode in growth. It’s worth studying this podcast.
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