Breaking the Mold: Manscaped’s Approach to Creativity, Risk, and Influencer Partnerships
Captiv8’s Head of Strategy and Innovation, Yak Gertmenian, sat down with Henry Arlander, VP of Integrated Creative at Manscaped, to discuss how the brand has redefined creative marketing in the personal care space. With experience across top agencies like Goodby, Pereira & O’Dell and internal creative leadership at Keurig/Dr Pepper, Henry shared how Manscaped identified whitespace in a crowded market and built a bold, trusted brand around it.
Challenging Norms and Bold Creativity
Manscaped’s founding ethos revolves around challenging norms. The brand found an unmet need in the market and approached it with the right product, clever messaging, and cultural relevance, creating solutions that were both practical and attention-grabbing. “Simple innovations making a huge difference,” Henry said, emphasizing how risk-taking and creativity are core to the brand’s identity. Partnering with creators who have trusted communities has been critical in building credibility and avoiding the skepticism that often surrounds early “social media-first” brands.
This ethos shines through in Manscaped’s “Send Pics Instead” campaign. Designed to engage with a sensitive but culturally relevant topic, the campaign used humor, heart, and purpose-driven storytelling to make a positive impact. Working with two USC film students, Manscaped produced a heartwarming video that became the most viral asset the company had ever created. The impact of this campaign was reinforced by a positive callout from Maggie Korde, Chief Innovation Officer at Save the Children, demonstrating that bold creativity can coexist with meaningful purpose.
Full-Funnel Marketing, Risk, and Creator Partnerships
Manscaped’s use of creators has also evolved. What began as a bottom-of-funnel, performance-focused strategy has grown into full-funnel marketing. Henry shared that the brand trusts creators to communicate in their authentic voice, leveraging their style to connect with audiences. This approach extends beyond social channels, influencing content distribution, retail experiences, and audience engagement at every stage.
Of course, pushing creative boundaries comes with responsibility. Manscaped carefully balances risk with brand safety and compliance, ensuring campaigns resonate with their audience without crossing cultural or regulatory lines. From FTC disclosures to youth protections and content adjacency, the team consistently evaluates potential risks before launching campaigns.
Ensuring Brand Safety Through Testing and Consumer Insights
Taking creative risks is a core part of Manscaped’s approach, but so is ensuring brand safety and cultural relevance. Henry shared how the team rigorously tests campaigns and engages directly with consumers to understand what resonates and where boundaries lie. By partnering with the right creators and leveraging data-driven insights, Manscaped is able to push the envelope while remaining on the right side of cultural conversations. This careful balance allows the brand to be bold and authentic without compromising trust.
One of the most compelling moments from the interview dives into how Manscaped maintains brand safety through testing and consumer feedback while taking creative risks. Watch the clip here:
This conversation offers a deep look into how Manscaped blends creativity, creator partnerships, and innovation to remain culturally relevant, build trust, and drive measurable impact in a competitive market. The interview with Henry Arlander offers valuable insights into how Manscaped balances bold creativity, cultural relevance, and data-driven decision-making. Their approach demonstrates the power of authentic creator partnerships to drive both engagement and meaningful business impact.
Watch the full interview here.
About Manscaped
Manscaped is a leading personal care brand dedicated to providing innovative grooming solutions for men. Known for challenging industry norms and blending humor with purpose-driven campaigns, Manscaped leverages creative marketing and trusted creator partnerships to connect with audiences in authentic and impactful ways.
About Captiv8
Captiv8 is the leading influencer marketing platform that empowers brands to connect with consumers through authentic creator partnerships. By leveraging cutting-edge technology and data-driven insights, Captiv8 helps brands drive engagement, loyalty, and sales in the ever-evolving social landscape. Rated the #1 Best Influencer Marketing Company by MarTech, Captiv8 is also the enterprise marketer’s choice influencer tool. Captiv8 is ranked #1 Influencer Marketing Software for Enterprise Businesses for eleven consecutive quarters and a Leader in Affiliate Marketing by G2.
