05:25-06:33 Omnichannel Strategy — Meeting consumers wherever they are is crucial—be it in physical retail stores, online marketplaces, or direct-to-consumer (DTC) channels. Every Man Jack’s presence in over 700 Target stores, as well as its strong online footprint, ensures that the brand is visible and accessible throughout the consumer’s shopping journey. This approach has helped the brand compete against private labels and established CPG giants. By maintaining a consistent brand message and visual identity across all platforms, Every Man Jack ensures maximum reach and that consumers have a cohesive experience at every point of their purchasing journey. 

08:47-09:57 Leveraging Lifestyle Marketing — Every Man Jack uses lifestyle marketing to connect with its audience, particularly through partnerships with ambassadors such as professional surfers and skiers. These ambassadors embody the brand’s outdoor and better-for-you ethos, creating authentic connections with consumers. This approach not only inspires men to take care of themselves but also reinforces the brand’s identity. Consider leveraging lifestyle marketing by partnering with ambassadors who genuinely reflect brand values, fostering deeper connections and authenticity.

10:58-12:28 Engaging Gen Z on Social Media — Every Man Jack has had impressive growth on TikTok, becoming one of the fastest-growing men’s grooming brands. Gerry attributes this success to a test-and-learn approach, which involved experimenting with different types of content to see what resonated with their audience. For instance, they found that humorous content was particularly effective in engaging Gen Z, leading to higher levels of interaction and brand visibility on the platform. By understanding that men engage more with entertaining content rather than purely educational material, Every Man Jack tailored its TikTok strategy to match this preference. Adopting a flexible, test-and-learn approach on social media allows brands to refine their content to better resonate with their audience.

14:22-15:55 Continuous Innovation — Innovation is key to maintaining relevance in the men’s grooming industry, and the brand continues to innovate within its core categories, such as fragrance and product forms, to meet the changing needs of consumers. For example, Every Man Jack has expanded its product offerings to include more sophisticated fragrances that appeal to younger men looking for unique and descriptive scents, moving beyond the traditional woody notes. Additionally, the brand has explored new product formats, like whole body deodorants, to stay ahead of market trends.