• by Sarah Mahoney  @mahoney_sarah, March 27, 2025

Dr. Squatch has transformed Iron Mike Tyson into Moisture Mike, with the heavyweight urging men to accept their softer side. In a campaign to promote the company’s new Total Moisture Collection, the famous fighter cuddles his beloved pigeons and rests with cucumber slices on his eyelids.

 “Everyone has a plan,” he tells the camera, “until they realize they’re showering with synthetic cleansers.”

And yes, the men’s grooming brand is well aware Moisture Mike comes to any project with an interesting resume: He ends the spot urging men to “take a bite out of dryness.” (To many, Tyson is best remembered for 1997’s “Bight Fight,” in which he chewed off an inch-long section of Evander Holyfield’s right ear.)

Tyson’s tough-guy persona made him the perfect fit for this launch, John Ludeke, senior vice president of marketing at Dr. Squatch, tells Marketing Daily. “Most guys -- about 87% of those in our research -- are looking for products with more moisture. However, they are confused about what to use and the terminology related to sensitivity or moisturizing properties. That can put guys off because maybe it may not seem masculine. That’s why we wanted to work with Mike Tyson. Who better to convey the importance of self-care than the baddest man on the planet? “

 It helps that Tyson’s persona goes well beyond sport. “If Mike Tyson can care for his skin, you can too.”

A recent YouGov survey found that 39% of American men say they have a very or somewhat consistent skin-care routine. But there’s plenty of room for men’s grooming products to grow, with 36% of men saying they do not have a skin-care routine.

The campaign is part of the company’s ongoing efforts to build awareness of natural personal care products using light-hearted ads. “Most moisturizing soaps are packed with synthetic ingredients,” Ludeke says. “We want to offer products that help our customers tap into their masculine yet sensitive sides with better-for-you products.” 

Ludeke says Dr. Squatch is the No. 1 natural men’s grooming company, and developed the products with a natural cold processing that offers “a superlative level of moisture.” Products contain shea and plant butters, antioxidants, and Vitamins A, C, and E. The soaps come in three varieties: Shea Butter, Mango Butter, and Green Tea Butter.

Ludeke hopes the bar soaps will serve as gateway products, bringing new fans into the brand. “Once they see the benefits of a product that offers a greater level of moisturization and is all-natural, then they may focus on the other products they use and consider upgrading to our natural deodorant, hair care and lotions.”

He says men are increasingly open to such considerations and broader definitions of self-care. “Men are becoming more educated about not just what they're putting on their skin, but also what they're eating, what they're drinking and the vitamins they're taking,” he says. “And they’re finding that information in multiple channels.”

 The campaign is running on TV, YouTube, Meta, TikTok, Spotify, and Pinterest.