Behind MANSCAPED's In-House Agency and New Tony Hawk Collaboration

MANSCAPED began as a start-up selling just one item - a body hair trimmer for men - direct to consumers. Now offering an array of lifestyle and grooming products across multiple channels in 40+ countries, the company has evolved to adapt to these changes, while remaining nimble. Growing organically out of the marketing team, MANSCAPED's in-house agency is now its own creative group that keeps pace with the business and modern world of marketing.

Its hybrid, remote-working model means that external experts from around the world can be drawn upon when needed, helping the agency scale sustainably - something that VP of integrated creative, Henry Arlander, tells LBB is a significant challenge for any in-housing setup.

Interestingly, Henry leads the creative but has a business background, formerly leading accounts on the agency side at Goodby, Silverstein & Partners and Mullen, and having been an MD at Pereira O'Dell, and at Liquid Sunshine, the in-house agency for Keurig Dr Pepper. Contrastingly, MANSCAPED's CMO Marcelo Kertész has a creative background, having been a designer at his own studio Pigdog Design and at d-fy™ design, as well as an art/creative director within the DDB network in Latin America.

Together, says Henry, the team balances the yin-yang of creative and marketing, cultivating an agency culture that resonates with prospective talent while producing the speed and deep brand understanding required from an in-house setup.

LBB's Ben Conway caught up with the VP of creative to discuss the benefits and challenges of in-housing, how MANSCAPED is approaching it, and working with Tony and Riley Hawk, and Tony Hawk's production company 900 Films Inc., on their latest campaign for the The Chairman™ Pro shaver.

Above: Henry Arlander, MANSCAPED VP, creative

LBB> When it comes to in-housing at brands, there are many different models - from small content studios to full-service agencies, pure in-house to hybrid… How would you describe the set up at MANSCAPED and why does this work best for you? 

Henry> Our focus has been on building an agency that not only meets the demands of modern marketing, but also keeps pace with a fast-growing start-up. We’ve assembled a talented team of creative people from award-winning external agencies, respected in-house teams, and cutting-edge production companies that leverage big idea thinking and performance tactics to fill the marketing funnel from top to bottom. We utilise a hybrid model, anchored by a strong core team with flexibility to bring in external partners for outside perspectives, scaling our efforts, and to complement our in-house team with specific expertise. This approach works well with our remote work model, enabling us to find the right people for the job regardless of location. We’ve hired top talent from across the country and even established teams in creative hubs like Brazil and Italy for product design. 

LBB> How does your in-house agency and marketing department work together?

Henry> Creative and marketing have a great yin and yang relationship – operating as different departments but with complementary skillsets. Marketing establishes the strategy and outlines our goals, while creative focuses on the execution – all while respecting each other’s expertise. Both departments are overseen by our CMO, who provides a clear vision to ensure alignment and collaboration. Uniquely, our CMO [Marcelo Kertész] has a creative background, and our head of creative has a business background, fostering a dynamic environment where we can empathise and approach challenges from diverse perspectives, effectively minimising biases. 

LBB> What should a team consider when figuring out which setup to choose? 

Henry> Consider both the current needs of the business and your vision for the next three to five years. MANSCAPED began by selling a single trimmer direct to consumers in the US, and today we offer an assortment of lifestyle and grooming products across multiple channels in 40 countries. Our team, processes and tools have evolved to manage increased complexity while maintaining the agility and efficiency that a start-up like ours requires. 

Think about the kind of agency culture you want to cultivate. Do you need to differentiate yourself from the main brand to attract creative talent more effectively? Fortunately for us, MANSCAPED’s employer brand has translated nicely, showcasing our commitment to innovation, creativity and a supportive work environment, which resonates strongly with prospective talent.

LBB> How have you built out the agency from its inception? 

Henry> Our agency has grown organically. Initially, creative roles were part of the marketing team, but as the business grew these roles became more specialised, leading to the establishment of a dedicated creative group. This approach aligns with our preferred growth strategy, allowing us to identify needs and build for them over time. In a past life, I helped establish a new in-house agency from the ground up, which involved navigating the challenges of driving change and cultivating a culture within an established legacy environment.  

LBB> Your latest campaign stars Tony and Riley Hawk - and is produced by Tony Hawk's company, 900 Films. How did this collaboration come about? 

Henry> MANSCAPED has a strong track record of successful celebrity and athlete-driven product launch campaigns, featuring names like Pete Davidson, Scott Van Pelt and Derrick Lewis, to name a few. When marketing proposed a partnership with Tony Hawk, our creative team was quick to embrace the idea and develop concepts. The Hawks, like our brand, have deep roots in San Diego, making the collaboration a natural fit. The partnership grew even stronger when we had the opportunity to work with his production company on the execution – the whole project flowed effortlessly and seeing our in-house team work alongside 900 Films Inc. brought an authentic, collaborative energy to the entire process.

LBB> What were the main creative challenges and opportunities with the Chairman Pro spot? 

Henry> Our challenge was to find a concept that connected the benefits of our new electric foil shaver, The Chairman™ Pro, to these two great athletes in a way that was both entertaining and true to MANSCAPED’s signature humour and tone. Tony Hawk, one of the most legendary athletes of all time, is known for his clean-shaven look, making him the perfect face for the campaign. The opportunity to collaborate with Riley fit seamlessly into our vision, as they each appeal to different generations that connect with our brand and use our products. 

LBB> What are some of the challenges that you’ve found to be unique to in-house agencies? 

Henry> It can be difficult to scale an in-house agency as a company’s needs evolve. It’s crucial to grow in a way that aligns with the overall trajectory of the business. 

LBB> And what are the opportunities and benefits that you’ve found to be unique to this way of working? 

Henry> One of the greatest benefits of this approach is speed; we can remain nimble and move in lockstep with the business. This leads to greater efficiency and effectiveness, as having a voice in decision-making helps us understand strategic direction and adapt as needs change. 

Our deep understanding of the brand allows us to start several steps ahead while staying attuned to business needs and the outcomes of our initiatives. This close insight into creative results enables us to craft more effective campaigns that better align with our business goals. 

LBB> One thing we've heard frequently is that there isn’t the same sense of community and knowledge sharing between in-house agencies at different brands, compared with the agency world. So, what questions do you have for your peers at other in-house agencies about the unique challenges you all face and the solutions they have found? 

Henry> I love meeting with other in-house leaders and tend to find that, despite the varying shapes and sizes of agencies, we share many of the same challenges. Compared to external agencies, I think it’s easier for in-house agency leaders to open up to one another since they’re not in direct competition. The InsideOut Leadership community from Aquent has been an invaluable resource for me, enabling discussions about shared challenges with operational and design leaders from dozens of in-house agencies. I’m particularly curious about the different tools and processes they use, their efforts to raise the creative bar and, of course, how they’re navigating the evolving landscape of AI.