I am a huge fan of Dr. Squatch soaps and was inspired when I realized they're missing out on 4.7% of the total market share. Women make up over 60% of men's grooming purchases — either buying for themselves or for the men in their lives —and I wanted to see what a copywriting sample could look like when it's targeted at women. I focused on my own feminine masculinity energy, Southern Gothic cadences, and warm strength.
