Every Man Jack is a 19-year-old personal care brand, but customers keep thinking it’s new, said Kim Dao, Vice President of Brand at Every Man Jack. The brand heard this through website comments, on social media and at in-person events.
“That prompted us to revisit the brand’s history, its origin story, and ask ourselves some fundamental questions,” Dao said. “What does it stand for today? What equities do we need to protect and where do we have permission to evolve?”
Every Man Jack started as a better-for-you personal care brand that sat at a mid-price point between salon and mass market products. In 2007 this was unique, but it’s not any more, Dao said. The brand has had growth each year since its inception, but the influx of brands in this space makes it more challenging, Dao said.
Every Man Jack Conducts Qualitative Study
The brand conducted a study with 2,000 men to better understand their perspective on grooming. The company learned that male hygiene today is more than just about being clean, as men link personal care more with their health and wellness journey, according to the brand’s research. These insights helped inform Every Man Jack’s targeting segments and a new brand platform, which is “For Men Who Put in the Work.”
This position has influenced its ambassador program, Dao said. The brand has long used influencers and creators, especially with more niche sports like triathlons and skiing. Now, the brand is looking for ambassadors who have a story of grit and perseverance. It’s also looking to expand into sports that its target audience is interested in watching and participating in, such as golf and cycling.
“We do a lot of marketing moments throughout the year,” she said. “We have a lot of nonprofit partnerships; we have a lot of new fragrances and product launches, but it’s kind of given us this filter and discipline to say, ‘Hey, how does this support and bring to life that positioning and platform around For Men Who Put in the Work?’”
Its first iteration of that was in January with National Football League player Baker Mayfield, who was a college walk-on and had a long career. During the college basketball March Madness season, Every Man Jack tapped University of Michigan player Elliot Cadeau, who was born partially deaf and also has vision challenges, as an ambassador. Currently, the brand is working with Max Homa, who reaches golf enthusiasts.
“We look for individuals who really tell the story but also have the same values as our brand,” Dao said. “Not just their athletic achievements, really about their story.”
Marketing With Well-Known Ambassadress Increases Purchase Intent
When Every Man Jack uses known athletes in its campaigns, its marketing packs a higher punch, Dao said. Previously the brand did more product focused marketing, which is necessary as the brand needs to sell products. But having athletes speak to the brand’s values increases brand awareness and lifts purchase intent because sports have such great fandom, she said.
“The Baker ad really drove an increase in purchase intent and lift for our three biggest customers, which we were able to measure,” Dao said. (It’s three biggest customer are Amazon, Walmart and Target.) “We do marketing mix analysis. We’ve had this tool in place for several years now. When we’ve modeled the return on this ad versus our previous ads, we see a higher modeled return as well. It’s something that’s given us confidence as we lean into this strategy and start to work with more athletes.”
Beyond brand health metrics, Every Man Jack is aiming to have this marketing push increase conversion as well. The brand went quiet with marketing in the back half of 2025 when it began working on this new campaign. Every Man Jack is eager to see how the campaigns land for the rest of 2026 as its metrics will likely have a dramatic impact, she said.
“Seeing increased efficiency even as the year goes on is one of our biggest goals,” Dao said. “As we track brand health metrics, we want to continue to see awareness gains and relevance gains. We want to see that this new platform and emotional storytelling is really resonating with consumers.”
The Put In the Work campaign will run through at least the end of 2026 and likely into 2027.
Every Man Jack Debuts New Packaging
As part of the new brand relaunch, Every Man Jack also is updating its packaging to look more modern, highlight its fragrances, have more visuals and uses more post-consumer recyclable material and thus is better for the environment than its previous packages.
Packaging is a big deal, Dao said, especially because sales at physical stores account for 80% of the brand’s sales.
“I think about marketing and all the amazing work that we’re doing with the ambassadors and the campaign, at the end of the day, I read a statistic that was like 75% of decisions are still made at shelf,” Dao said.
Plus, it is increasingly hard for marketers to reach consumers. If shoppers are making these decisions while holding the bottle at the store, the brand has to nail the packaging. A main reason why a consumer might switch body washes is fragrance, which is why it is more prominently displaying its scents, she said.
“In making the change, we did a lot of consumer testing as well to understand the change in perception at shelf, whether or not we would drive purchase interest at shelf, how we would fare vs. specific competitors,” she said. “Through many rounds of testing that guided our decision on where we netted out, it gave us confidence to move forward.”
By contrast, online, Every Man Jack can easily communicate its value proposition to shoppers and have overlays on images to highlight what it wants to, she said.
The new packaging is rolling out over time, as retailers have to sell out of their current stock.
Moving Fast With an In-House Creative Team
The entire packaging refresh took nine months from develop to launch which was “mind-boggling” how fast it was, Dao said. Part of the reason it was so fast is because Every Man Jack has an internal creative department. Its integrative marketing team and product team also is in house. Every Man Jack has 23 employees on its marketing team, which is roughly a third of the company.
“That allows us to do things pretty quickly and to test and learn,” she said. “We have great social listening and insights and all of that in place to be able to keep our pulse on things at the same time.”
