Last October, Sydney Sweeney made her debut as Dr. Squatch’s “Body Wash Genie” in a campaign promoting the handmade men’s personal care brand’s natural soap.
The ads, featuring the Euphoria actor in a bath, were filmed weeks prior. During the shoot, the crew filled a separate tub with purified water. After Sweeney bathed in it, they collected it, treated it, and infused it into 8,000 bars of “Bathwater Bliss” soap.
Fast forward to June 2025, and in the five days since the product was unveiled on Instagram, 973,000 people have entered a giveaway to receive 100 of the limited-run bars, Dr. Squatch told ADWEEK. The rest will retail for $8 a pop.
The very concept, which Sweeney herself described as “weird in the best way,” has made headlines everywhere, from The New York Times to The Daily Mail.
Verdicts have ranged from genius to grotesque. However, for John Ludeke, the brand’s vp of global marketing, the “unhinged” stunt is a gateway to cut through the noise and encourage men, who, per his observation, don’t often discuss personal care products among themselves, to take a closer look at Dr. Squatch.
