Male grooming brand Dr. Squatch has hired actress Sydney Sweeney to promote its new body wash line.
The 27-year-old will play the brand's 'body wash genie' in a series of adverts where she becomes "ultimate grooming wish-granter for men".
"She gives guys the natural, high-quality body wash made with real soap, ingredients from nature they’ve been dreaming of, leading them to the superior performance and irresistible scents only Dr. Squatch can provide," said the brand in a statement.
The marketing campaign will be rolled out across the brand's social media channels, television, Spotify, as well as Sweeney's personal accounts.
Sweeney has previously served as the face for Korean skin care brand Laneige, hair care player Kérastase and Giorgio Armani's fragrance My Way.
In her acting career, she is best known for her roles in Euphoria and White Lotus.
Founded in 2013, Dr. Squatch is a digital native brand that specialises in natural soaps and body care with the tagline for "men who want to feel like a man, and smell like a champion".
The brand's new Natural Body Wash line, which Sweeney is promoting, focuses on a 'free from' messaging.
According to Dr. Squatch, the collection contains 98% natural ingredients and is "free from synthetic cleansers, allergens, sulphates, parabens, and phthalates, allowing men to wash like a man – not a dish".
The "manly scents" include Coconut Castaway, Wood Barrel Bourbon, Pine Tar, and Fresh Falls.
