Podcast Summary: Behind the Numbers: Standing Out in the Men's Grooming Market with Every Man Jack | Reimagining Retail

Date Released: July 9, 2025

Introduction and Guests

In the July 9th episode of EMARKETER’s "Behind the Numbers" podcast, hosted by Sara Lebo, the focus shifts to the dynamic men's grooming market. Sara welcomes regular analysts Sky Canavez and Zach Stambor, along with special guest Nick Hasselberg, Vice President of Performance Marketing and E-commerce at Every Man Jack. This episode delves into how Every Man Jack navigates the competitive landscape of men's personal care, balancing brand and performance marketing, and leveraging e-commerce strategies to drive growth.

Overview of Every Man Jack

Nick Hasselberg provides an insightful introduction to Every Man Jack, highlighting its 17-year history as one of the original clean men's personal care brands. The brand offers a wide range of products, including hair care, body wash, and bar soap, with a particular emphasis on beard care—the largest in the country. Every Man Jack prides itself on using naturally derived ingredients and outdoor-inspired scents like sandalwood, cedarwood, and sea salt, all while maintaining an affordable price point. The brand’s extensive distribution network spans mass retailers such as Walmart and Target, grocery stores, clubs, drugstores, and a robust digital presence through direct-to-consumer (DTC) channels and Amazon.

Balancing Performance and Brand Marketing

A central discussion revolves around the strategic balance between brand marketing and performance marketing. Nick explains, “It really depends on the time of the year that you're asking me. If you're asking me at the beginning of the year, it's probably what we refer to as brand marketing. If you're asking me in the back half of the year, it's probably a little bit more performance marketing” (02:45). This seasonal approach aligns with Every Man Jack’s objectives, ramping up brand awareness early in the year to prepare for the high-demand holiday season. Nick emphasizes the importance of adapting strategies based on market conditions and consumer behavior, ensuring that brand investments translate into performance outcomes when it matters most.

Trends in Men's Personal Care

The conversation highlights several key trends propelling the men's personal care market forward. Nick notes that men are increasingly viewing grooming as essential, influenced by broader trends like the rise of clean products, the impact of COVID-19 on personal health awareness, and the proliferation of e-commerce. He states, “Men are increasingly interested in better for you offerings… each of one of them sort of interacts with a broader trend you have” (07:36). These factors contribute to the category outpacing general personal care, as men take more control over their grooming routines, bolstered by accessible information and purchasing options online.

Comparing Men's and Women's Personal Care Marketing

Zach Stambor elaborates on the similarities and differences between men's and women's personal care marketing. He points out that while both focus on wellness, ingredient transparency, and cleanliness, men's personal care is still emerging with significant white space for education and simplicity. “Men are just like very different than women both in terms of the category is newer and so there's a lot of education that needs to happen… in the message that the brand is trying to get across” (10:07). Nick adds that men's personal care shoppers are less tribal and less influenced by viral trends compared to their female counterparts, necessitating different marketing approaches.

Crossover in Product Usage Between Genders

Addressing the crossover between male and female consumers, Nick acknowledges that while Every Man Jack primarily targets men, women also purchase their products. “We know from multiple sources that women buy our products and they become the end user just because they like the scent, they like the application” (14:02). However, the brand focuses on men’s specific needs, particularly in categories like deodorant and body wash, where men prefer products designed for them. This nuanced understanding allows Every Man Jack to cater effectively to both male and female consumers without diluting their brand identity.

Standout Marketing Tactics and Brand Differentiation

Nick discusses how Every Man Jack differentiates itself in a crowded market by emphasizing emotional levers over mere functionality. He explains, “We've identified that we have an opportunity to drive greater distinction within our category by focusing on some more of those emotional levers as opposed to purely functionality” (16:07). The brand is shifting its image from outdoorsy to more active, leveraging insights from brand trackers that highlight their adventurous consumer base. This strategy includes launching new products that resonate with an active lifestyle and enhancing brand narratives to connect emotionally with consumers.

Measuring Marketing ROI Beyond Immediate Purchases

When addressing how to demonstrate ROI for brand marketing, Nick highlights the importance of engagement metrics such as share of voice and earned media value. For instance, collaborating with Barstool Sports during a March Madness campaign significantly boosted their share of voice within the competitive set. “Engagement type metrics are really important for providing the confidence that there are positive signs that are leading indicators that will ultimately convert into purchase” (18:34). This approach underscores the value of brand marketing initiatives that may not have immediate transactional outcomes but build long-term brand equity and consumer loyalty.

E-commerce Strategy: Marketplaces and Retail Media

E-commerce plays a pivotal role in Every Man Jack’s growth strategy. Nick emphasizes the vital contribution of marketplaces like Amazon and Walmart, which offer consistent returns and valuable consumer insights. He notes, “Marketplaces are vital to this brand's growth. They provide the most consistency in terms of return within marketing, which is essential to planning” (23:13). Additionally, leveraging retail media networks allows the brand to connect with first-party data, enhancing their ability to target and convert consumers effectively. Sky Canavez adds that using marketplaces as testing grounds provides deeper insights into consumer behavior, enabling more informed decisions across channels.

Conclusion

The episode concludes with a reflection on the intertwined nature of brand and performance marketing, and the strategic utilization of e-commerce platforms to drive brand awareness and sales. Nick expresses excitement about future marketing initiatives, particularly in sports marketing and exploring new talent to tell compelling brand stories. The discussion underscores the importance of adaptability, consumer insights, and strategic investments in both brand and performance marketing to thrive in the evolving men's grooming market.

Notable Quotes

• Nick Hasselberg (02:45): “It really depends on the time of the year that you're asking me. If you're asking me at the beginning of the year, it's probably what we refer to as brand marketing. If you're asking me in the back half of the year, it's probably a little bit more performance marketing.”

• Nick Hasselberg (07:36): “Men are increasingly interested in better for you offerings… each of one of them sort of interacts with a broader trend you have.”

• Zach Stambor (10:07): “Men are just like very different than women both in terms of the category is newer and so there's a lot of education that needs to happen… in the message that the brand is trying to get across.”

• Nick Hasselberg (14:02): “We know from multiple sources that women buy our products and they become the end user just because they like the scent, they like the application.”

• Nick Hasselberg (16:07): “We've identified that we have an opportunity to drive greater distinction within our category by focusing on some more of those emotional levers as opposed to purely functionality.”

• Nick Hasselberg (18:34): “Engagement type metrics are really important for providing the confidence that there are positive signs that are leading indicators that will ultimately convert into purchase.”

• Nick Hasselberg (23:13): “Marketplaces are vital to this brand's growth. They provide the most consistency in terms of return within marketing, which is essential to planning.”

Final Thoughts

This episode of "Behind the Numbers" offers a comprehensive look into the strategic approaches Every Man Jack employs to stay ahead in the competitive men's grooming market. From balancing brand and performance marketing to leveraging e-commerce and retail media, Every Man Jack exemplifies a data-driven and adaptable brand strategy. Listeners gain valuable insights into the evolving landscape of men's personal care and the innovative tactics required to foster growth and brand loyalty.