Browsing: Squatch

John Ludeke, most recently chief brand officer at the Unilever men’s personal care brand, is tasked with deepening consumer connections to the fast-casual chain.

Dr. Squatch, the men’s personal-care brand founded in 2013, has always faced a challenge on the DTC side: Its bar soap and other products are relatively heavy, meaning shipping is expensive. A typical order is roughly $30, with fulfillment and shipping costing the brand around $10.

Chief Brand Officer John Ludeke explains why the Unilever brand is betting that it can get Gen Z consumers to create content alongside the popular streamer.