Mr. Clean Goes Glam in Beauty-Style NYC Billboards

Mr. Clean is stepping into beauty advertising for the first time.

The 70-year-old cleaning icon appeared across a series of beauty-inspired billboards in Lower Manhattan, created with MSL Group and Chase Design Group.

Mr. Clean presents the Shower & Tub Scrubber as an essential part of the popular "Everything Shower" routine.

"We approached the creative more like a luxury beauty campaign than a cleaning ad," Connor Nickell, brand director at Mr. Clean, told DesignRush.

"The juxtaposition of an iconic cleaning brand showing up like a beauty brand was exactly what made people stop, look, and even take photos."

QR codes on the billboards unlock free products, coupons, and Everything Shower kits, creating a direct path from awareness to trial.

Tying the scrubber to the "Everything Shower" trend reframes a cleaning chore as part of a self-care ritual.

This move is how a 70-year-old household brand earns its way into a wellness conversation it never belonged to before.

Beauty Advertising Gets a Cleaning Icon

The campaign includes two large-format billboards at Bowery and Great Jones Street, and Canal Street and Broadway.

Wild postings also appear on Thompson Street and Broome Street.

The creative depicts a model-like Mr. Clean posing with the Shower & Tub Scrubber in imagery inspired by premium beauty campaigns.

The placement is deliberate.

Lower Manhattan is home to many fashion, beauty, and lifestyle brands, making the execution feel native to its surroundings while still unexpected.

The work stems from the insight that consumers spend considerable time perfecting their "Everything Shower routines," but often overlook the physical shower.

"The reason the 'Everything Shower' feels like a credible space for Mr. Clean is because we have a product that is made for this category," Nickell shared.

"The Shower & Tub Scrubber solves a real consumer need by making it easy to clean your shower while you're already in the space."

Owning the shower surface puts Mr. Clean in front of a younger, beauty-minded crowd that cleaning-aisle ads never reach.

Winning them is the real prize, giving a legacy brand a foothold in the daily routine of shoppers it would otherwise age out of.

Over 269M 'Everything Shower' TikTok Views

Mr. Clean's beauty-inspired creative taps into the rise of self-care rituals shaping consumer behavior today.

The "Everything Shower" has evolved into a widely shared social ritual where consumers document elaborate shower routines.

With over 269 million views and almost 98 thousand posts on TikTok (and counting), the #everythingshower trend dominates the #beautytok world.

According to CivicScience, Gen Z women are most likely to take an everything shower several times per month, and women aged 30-44 take them most frequently.

The trend highlights how brands can earn relevance by connecting products to rituals consumers already practice.

• Self-care routines have become content categories. Brands should identify rituals people actively share to place products within established habits.
• Consumers view the shower as personal time. Marketers should position products around emotional and practical benefits to fit naturally into these routines.
• Distinctive brand assets remain valuable attention drivers. Teams should invest in recognizable mascots to improve recall across new channels and audiences.

Brand recognition may spark interest, but relevance and utility are what help convert engagement into business results.

Our Take: Can a Mascot Help a Legacy Brand Reach New Audiences?

Mr. Clean's appearance in beauty-inspired creative works because the campaign stays anchored to cleaning.

The brand never asks consumers to rethink who Mr. Clean is. It asks them to rethink where he belongs.

We can see the discipline in keeping the product at the center of every execution, from the billboards to the sweepstakes and QR-driven trial mechanic.

The bigger lesson may be that recognizable characters remain valuable assets when they are connected to emerging behaviors.

Beauty brands have spent years elevating daily routines into rituals.

Mr. Clean's latest work suggests household brands are beginning to find the same opportunities.

These mascot-led campaigns offer a useful comparison to other character-driven strategies gaining traction across consumer categories.

Looking to connect products with emerging consumer behaviors?

Explore these top branding agencies that help legacy brands stay relevant through culture-led creative strategy.