MANSCAPED® Delivers Razor Sharp Performance and Storytelling

ABOUT

Making Handsome and Healthy Easy

Trusted by more than 10 million men worldwide and available in over 100 countries, MANSCAPED® is a global men’s lifestyle consumer brand and male grooming category creator. The brand’s product range includes a diversified line of premium tools, formulations, and accessories designed to introduce and elevate a whole new self-care routine for men.

THE CHALLENGE

Struggling to Deliver Impactful Stories at Scale

“MANSCAPED is focused on storytelling,” begins Rama Annaswamy, Vice President, Media Technology at MANSCAPED. “We tell a story and bring humor into our products. In the physical world, you can touch the product to understand it. But in a digital medium, you have to convey the message or story through much more detail — which can be challenging if our digital assets aren’t loading properly.”

But MANSCAPED was facing significant challenges that impacted its ability to tell meaningful stories effectively, including distorted images, localization issues, and cumbersome asset management workflows. Maintaining image quality while ensuring optimal page loading speeds was a struggle that affected the overall customer experience.

“Back in the day when we had single product lines or one lead flagship product, assets were super easy to manage. And the organic workflows that designers and developers had established worked quite simply,” recalls Rama. “But as our product lines increased, it just became too problematic. We were not able to figure out how those assets were to be handed off, or what the rules or restrictions were. It was just a lot of conversations and more meetings than getting to the actual work. On top of that, we also decided that the quality [of assets] wasn’t great. When I came in, we were sending huge assets — like wallpaper-sized assets — to mobile devices, which is not optimal.”

THE CLOUDINARY SOLUTION

Using a Composable Tech Stack to Scale Operations

Rama originally discovered Cloudinary while working for an apparel company called The Children’s Place, which adopted Cloudinary’s image and video API platform to streamline its asset management, enhance image quality, and optimize page performance. Once at MANSCAPED, Rama encountered the same challenges and knew he wanted to partner with Cloudinary again.

“From a customer perspective, they see assets much faster,” shares Rama. “Cloudinary makes adding optimized images and videos to our commerce and marketing experiences incredibly fast. We’ve integrated Cloudinary with Figma, Gatsby, and Strapi so our teams never have to leave the tools they use every day, which has dramatically accelerated the pace of our digital storytelling. My team leads fully support this workflow, which has been instrumental in the success of Cloudinary.”

Improved Asset Quality

“Cloudinary has truly elevated the quality of our assets. We’re passionate about crafting engaging narratives through impactful visuals, and now, with faster load times, our stories come to life almost instantly. This swift delivery is invaluable for our design and marketing teams, allowing them to captivate our audience right from the start,” says Rama.

Enhanced User Experience

Rama adds, “Seeing more optimized images and better image quality across our sites is also a huge win for MANSCAPED. Faster loading times directly impact the customer’s experience, making our storytelling through images much more effective.”

Scalable Asset Management

“With Cloudinary, we can handle multiple product lines efficiently. The platform supports new formats like videos and animations, which are crucial for our storytelling. None of this was scalable as we were transitioning to [launching] multiple products each year,” shares Rama.

Meaningful Partnership

Rama notes, “Choosing the right partners is super important. Personally, I love looking at visual assets and working in the design and technology space. So finding a partner who has that same level of interest is super cool. And the solution engineers share the same concerns and are very interested to solve your questions as well.”

THE RESULTS

Improving Asset Performance to Tell Better Stories at Scale

MANSCAPED is thrilled with the Cloudinary image and video API platform, which has brought significant benefits to its organization, particularly in terms of improved image quality, faster loading times, and enhanced user experiences. By leveraging Cloudinary’s AI-powered capabilities to streamline and scale operations as well as switching to a composable tech stack, MANSCAPED was able to overcome its asset management challenges and empower its teams to deliver better stories that resonate with consumers and drive sales.

Faster Page Load Times

“Now, you can see about 90% of the assets in about seven seconds. Having the consumer see something eye-catching sooner is much more valuable for the designer, the marketer, whoever is trying to get the message across. This has greatly improved our user engagement and overall customer satisfaction,” celebrates Rama.

Optimized Asset Management

Rama shares, “With Cloudinary, we’ve drastically reduced the complexity of our asset management workflows. This efficiency has allowed our teams to focus more on creativity and storytelling rather than on the technical aspects of asset handling.

Enhanced Image Quality

“The quality of our images has significantly improved, making our digital storytelling much more impactful. This improvement has been the biggest value for us, ensuring that our brand message is communicated effectively and efficiently across all digital platforms,” concludes Rama.