Sydney Sweeney is a wish-granting Body Wash Genie in Dr. Squatch campaign

Sydney Sweeney makes guys swoon—for the brand’s new Natural Body Wash—in a series of broadly comic spots with the actress playing a “Body Wash Genie” who adds a little magic to men’s personal care routines. The ads were made in-house and directed by Kyle Beiermeister. Dr. Squatch says 50% of men are unaware of the ingredients in their current body wash. Meanwhile, Dr. Squatch’s Body Wash is has over 98% natural ingredients. The brand’s “Real Soap” formula is free from synthetic cleansers, allergens, sulfates, parabens and phthalates. “A large number of guys are still unaware that many of the men’s body wash products on the market are classified by the FDA as a synthetic detergent,” John Ludeke, VP of marketing at Dr. Squatch. “We changed the game with our natural cold processed bar soap, and now we have an incredible Natural Body Wash made with real soap for guys who prefer a body wash.” Ludeke added that Sweeney is “the perfect fit” for the campaign, as “she brings the fun, playful energy that makes these important conversations easy and exciting to engage with.” “Customers have been asking us to make a body wash for a long time,” said Josh Friedman, CEO at Dr. Squatch. “We are excited to help elevate the body wash category and make our mark, focusing on what Dr. Squatch does best—creating natural, high-quality and scent-forward products for guys who want to step up their shower experience.” More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Sydney Sweeney is a wish-granting Body Wash Genie in Dr. Squatch campaign

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