Sydney Sweeney has been the internet’s most viral obsession for a while now, so it only makes sense that creative brands would want to collaborate with her and monetize on the fame of Hollywood’s most magnetic stars. Over the past few years, Sweeney has carved out a space for herself in the industry.
She has embodied the emotionally volatile Cassie Howard in Euphoria and also played a privileged college student in The White Lotus. Now, she’s made headlines again, and it’s not for her red carpet appearance or another sizzling photoshoot, but a bar of soap, but not just any soap!
Sydney Sweeney’s bathwater soap craze!
On June 6th, the internet broke again, and it’s all thanks to Sydney Sweeney. She collaborated with men’s personal care brand Dr. Squatch on ‘Bathwater Bliss.’ The piney, gritty, and surreal soap claimed to have Sweeney’s actual bathwater, and that made her fans go haywire (via Independent).
The actual soap is made from pine bark extract, exfoliating sand, and earthy moss. You’d be surprised to know that as soon as the company went live with the product on their website, 5000 bars were gone within seconds! Some fans waited in the virtual queues for hours, and others never even saw the product page before it vanished.
But the hype didn’t stop here at all. Soon after, bars of the soap began to pop up on eBay, where they were selling the $8 product at insanely inflated prices, ranging from $100 to a jaw-dropping $2000. If anything, this was a masterclass in branding and knowing exactly how to lean into the internet’s absurdity.
Why did Sydney Sweeney pitch the bathwater soap idea?
Sydney Sweeney revealed that it all started with a cheeky idea, and she was the one to pitch it! Also, yes, the soap really had her bathwater (via People). She went over to Dr. Squatch for a shoot, and they had a tub where the actress’ bathing water was later bottled and used to make the product.
So it wasn’t really a marketing gimmick, but the real deal! The scent profile of the soap had earthy and outdoorsy roots, which is the vibe that Sweeney wanted to go for. Moreover, she is hoping that this soap will urge men to try out more natural products and leave behind the usual personal care gimmicks we see in the market, which she highlighted in the product’s press release:
It’s weird in the best way, and I love that we created something that’s not just unforgettable, it actually smells incredible and delivers like every other Dr. Squatch product I love. Hopefully, this helps guys wake up to the realities of conventional personal care products and pushes them towards natural
And of course, not everyone was thrilled because the online chatter ranged from admiration to confusion to outright disgust. But Sweeney seems to be in on the joke and the absurdity, and she’s profiting from it, making a point on how she can flip the script of public obsession.
This post belongs to FandomWire and first appeared on FandomWire
