Rain the Growth Agency, a leading independent agency merging brand and performance fundamentals, has partnered with men’s personal care brand, Dr. Squatch, to launch a new natural body wash line with a national media campaign featuring actress Sydney Sweeney.

“We revolutionized the game with our natural, cold-processed bar soap. Now, we’re excited to introduce a natural body wash made with real soap, offering a great option for many guys who prefer natural ingredients,” said Paul Lim, senior manager of brand marketing at Dr. Squatch. “We’re thrilled to have Sydney Sweeney on board. Her fun, charismatic, and playful personality makes her the ideal ambassador to help us educate men about the advantages of this new natural product.”

Rain the Growth Agency is executing a comprehensive integrated media campaign intended to reach users and purchasers of body wash, which includes men and women, both online and offline.

“Digitally native brands that evolve to retail distribution require balancing different audiences and outcomes,” said Kyle Eckhart, senior vice president of growth, Rain the Growth Agency. “At this specific growth stage we implement a tailored strategy that adjusts short term optimization signals to accommodate longer term sales goals for each media channel.”

The media strategy is guided by cultural and category insights that align the cheeky body wash campaign creative, featuring Sweeney as the “Body Wash Genie,” with high-impact media moments. The body washes, which come in four Mother Nature-inspired scents, are available at Target, Kroger and other major retailers across the US.

View the campaign video here: