Dr. Squatch has sparked a backlash after announcing the launch of a limited edition soap with actress Sydney Sweeney which contains a controversial ingredient.
Sydney’s Bathwater Bliss is infused with bath water from the Hollywood actress, the men’s grooming brand claimed.
Announcing the launch on social media, Dr. Squatch posted on Instagram: “In collaboration with Sydney Sweeney, we created a limited-edition soap infused with her ACTUAL bathwater.
“Why? Because y’all wouldn’t stop asking.
“And Sydney said, ‘Let’s do it.’ (what a legend).”
The Hollywood actress has appeared in adverts for the men’s grooming brand, including one where she is sat in a bath tub promoting the Dr. Squatch body wash.
Sweeney said in an Instagram post: “You kept asking about my bathwater after the Dr. Squatch ad… so we kept it.
“Introducing Sydney’s Bathwater Bliss!
“A very real, very limited-edition soap made with my actual bathwater.”
Dr. Squatch will give away 100 of the pine, Douglas fir, and earthy moss scented soaps in an online promotion.
Limited stock will be available to buy online from the brand’s website in the US on 6 June, priced at US$8.
The stunt has divided opinion, however, with many questioning the brand and Sweeney, who has starred in television shows Euphoria and White Lotus.
“This is literally sad for humanity” said one commenter on Instagram, @destiny_arella, while user @bignelly9476 on YouTube wondered: “What is Dr. Squatch even about any more.”
“Sydney honey I love you but I don’t know about this,” said concerned fan @sueyoshifield2.0.
“While the humour in this is not lost on me, it is.. honestly pathetic this even exists. And there is a market for it. Good for her though,” a fourth commenter, No_Clock_7464 on Reddit, said.
However, others have welcomed the tie-up, with @sjcdrums branding it an “epic collab” and @sweeneysadore calling it “iconic”.
In an interview with GQ about the collaboration, Sweeney said she hoped it would encourage men to take care of themselves.
Asked if selling her bathwater was wrestling back power over her image, which has been widely commented on, she said: “Yeah, of course.”
“It is funny, and there are a lot of different plays that are in motion at that time.
“My hope is that it just gets guys to think about taking care of themselves and cleaning themselves with some healthy products.”
Dr. Squatch was founded in 2013 as a direct-to-consumer brand and is focused on natural ingredients.
The brand has recently launched gaming focused collections, including Call of Duty and Minecraft and Halo, as well as film tie-ups for Star Wars and Marvel’s Avengers.
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Image credit: Dr. Squatch