• by Sarah Mahoney , Yesterday

Dove Men+Care is expanding its partnership with NFL legend Marshawn Lynch, introducing a limited-edition collection with two new fragrances, You Just Got Got and Beast to the Bone. The launch leans into Lynch’s famously unfiltered persona — the same Beast Mode swagger that once produced the iconic “I’m here so I won’t get fined” line at a Super Bowl press conference — while reinforcing the themes from Dove’s first Lynch-powered effort back in January: great scent, confidence and care. Marketing includes a social push, jersey giveaways, and an exclusive retail rollout at Target.

Jake Hirsch, the new head of Dove Men+Care, U.S., tells Marketing Dailywhy Lynch, why Target, and why this brand wants to bottle a little bit of Beast Mode.

This interview has been edited for length and clarity.

Marketing Daily: Before we dive into the new Marshawn Lynch effort, readers would probably like to know that you’ve also worked on Unilever’s Axe, another grooming brand aimed at young men. What makes the brands different?

Hirsch: I worked on Axe in 2021 and 2022 but really go way back to 2002. I may or may not have been one of the original Axe guys and took it away with me to sleepaway camp. And Axe is still meant for a much younger guy – today, we call them Gen Alpha. The idea was to bring together fragrance, attraction and humor, at a moment when they are just beginning to make their personal care choice. Dove Men+Care is a bit older, aimed firmly at Gen Z and millennials. We want to be super culturally relevant – this launch is a nod to that. We want to connect with men through culture and self-expression. We’ve been working with Marshawn since 2024, and it’s been great to create a product that reflects his personality.
The idea is how to bottle Marshawn’s essence – that Beast Mode personality and his swagger.

Marketing Daily: I know you are new, but what did the team learn about Lynch’s personality and Dove’s customers that shaped this effort?

Hirsch: He’s a longtime fan of the brand, and it's always easy to make a partnership with somebody who inherently likes the product and is excited about it. That made it more exciting to co-create with him. He’s also got an amazing fan following, both from his player days and now, in his celebrity days. He brings a ton of personality and energy to the brand, and that just makes it fun.

Marketing Daily: You’ve also worked in Unilever’s retail media division, which makes me want to ask about the reasoning for a limited-time offer. What’s the psychology?

Hirsch: This is about creating FOMO and driving demand with newness and excitement, in a way that's culturally relevant and makes sense in people's day-to-day lives. The product is exciting, and it showcases innovations that drive confidence and reinforce care.

Marketing Daily: Expand a bit on self-care. It’s a very different motivation than trying to attract the girl who sits next to me in study hall.

Hirsch: The brand itself has always been rooted in care, and that definition has evolved. Of course, it’s about caring for your body and your skin, and Dove Men has always stood for moisture and superior protection. But it also means helping guys be confident and authentic in the way that matters to them. So there’s no one answer for what care means. It’s different for everybody.

Marketing Daily: Why choose Target for the exclusive? Many Black people are boycotting the retailer because of its missteps on diversity and inclusion, and it has begun to cut into sales. And Lynch is a delightfully political guy – he does a podcast with Gov. Gavin Newsom that’s even called “Politickin’,” and he’s famous for not holding back his comments. Do you see this as risky, or worry about blowback?

Hirsch: We’ve been a partner with Lynch for a long time. We’ve also been a partner of Target for a long time. So in a sense, this is not new news. We’re focused on bringing his essence to life. You’ll see that come to life in the spot we’ll release soon.

Marketing Daily: Where will the ads run?

Hirsch: In our social channels, and in-store at Target. And we’ll have digital video and influencers amplifying it.