Scott is the founder of Influencer Capital and CELEB. He is a thought leader on the creator economy and celebrity business space. Influencer Capital is an organization that structures equity deals between startups and creators/celebrities.
Guest Author: Scott Van den Berg
After creating a $5B tequila brand, Dwayne “The Rock” Johnson is now venturing into men’s personal care with the launch of Papatui.
Wrestler. Actor. Director. Father. Entrepreneur. Tequila & energy drink entrepreneur. Fanny Pack Enthusiast. Dwayne “The Rock” Johnson wears many hats, so it is no surprise to me that he is launching a men’s personal care brand too.
The brand has been in the works for more than three years and was created with a team of skin care experts and scientists who are focused on creating products that have effective and clean ingredients.
Papatui product line features skin, hair, body, and tattoo care products made with cleaner ingredients and focused on performance. Even more exciting? Every product is under $10.
Here is why I predict a big future for Papatui:
Celebrity-market fit
The 2016 sexiest man alive is an advocate for wellness, grooming, and men taking better care of themselves. Whether it has to do with working out, mental health, or in this case, skincare.
Many men look up to The Rock and will take his advice on personal care. In fact, during Q&A’s this was surprisingly one of the most asked questions.
Skin in the game
Many celebrities are not willing to put in the work. The Rock’s track record with Teremana Tequila (valued at $5B) and ZOA Energy has showcased that he is willing to put in the work.
Whether he has to visit retailers, do interviews, post about it hundreds of times on social, or something else. When The Rock is in, he wants to win. That rhymes as well ;).
Accessible (mass market)
You would expect that dermatologist-tested and science-backed men’s care products would be expensive. Well, that is not the case for Papatui.
The Rock wanted to make sure every product was accessible and therefore less than $10 bucks. Because of this, almost everyone can buy it.
Quality products
Although I have not tested it myself, the reviews of the products have been nothing short of excellent. And that doesn’t surprise me.
The Rock has worked directly with best-in-class scientists & experts to make sure all products are high quality, clean, effective, and affordable for everyone.
What do you think?
