Sydney Sweeney Is a Body Wash Genie in Sensual Dr.Squatch Campaign

Grooming brand Dr.Squatch has enlisted "Euphoria" actress Sydney Sweeney as the "Body Wash Genie" in a series of hilarious spots.

Engineered to go viral, the set of adverts aims to leverage Sweeney's superior star power and capture the hearts of her huge fanbase, all while introducing the brand to a set of audiences both new and old. 

Here, Sweeney's role as the Body Wash Genie is to influence men to include Dr.Squatch's products in their grooming routines — and does so in a provocative yet funny way. 

According to the brand, half of men are unaware of the ingredients used in their body wash. 

Dr.Squatch took this as an opportunity to spotlight the fact that its own body wash is made out of 98% natural ingredients and is free from synthetic cleansers, allergens, and more. 

Ludeke continued, saying the brand "changed the game" with its natural cold processed bar soap and has expanded into having a Natural Body Wash made with real soap for customers that prefer it.

On teaming up with Sweeney, Ludeke told Marketing Dive that Sweeney resonates with the brand's broad demographics, including women "who are often the ones purchasing grooming products for their male partners or kids."

Furthermore, the brand is always on the lookout for partners who are down to have fun while taking their role of educating the audience seriously, Ludeke adds. 

Surely, Sweeney's role in Dr.Squatch's latest campaign is one that would propel the brand to global popularity.

As a star that perfectly captures Dr.Squatch's brand identity, it cements itself as a new key player in the industry. 

The Body Wash Genie in Action

The hero spot titled "Guys Only Want One Thing," sees Sweeney saying the spot's title. Seemingly an innuendo, what the line actually means is that men only want a "natural body wash" instead of something synthetic. 

She zaps the man's old body wash, turning it into Dr.Squatch's Natural Body Wash, which makes the man happy. 

Sweeney then does the same in the next few scenes, zapping away people's current body wash into the brand's natural product, and putting smiles on their faces.

She closes the spot, saying, "Dr.Squatch Natural Body Wash. For men who prefer natural."

In "Dirty Little Boys," Sweeney sits in a bubble bath as she asks the viewers if they're interested in her "body... wash."

"Well, you can't have it. Because this isn't for boys... It's for men," she continues. 

A Dr.Squatch hotline appears on screen, spotlighting the four different variants of the Natural Body Wash. 

"With longlasting natural aromas like 'Wood Barrel Bourbon,' 'Pine Tar,' 'Coconut Castaway,' and 'Fresh Falls,' you'll finally get the attention you deserve," she says, as she invites viewers to visit the Dr.Squatch website and stop being a dirty little boy. 

In "Coconut Quake," a man who opens a Dr.Squatch Natural Body Wash bottle summons the Body Wash Genie into his room. Sweeney then asks him for a wish.

The man gets lost in the smell of the body wash and accidentally wishes for coconuts, to which the actress grants.

Coconuts start falling from the ceiling, as he hides under the dining table. 

Recently, Tony Hawk and his son Riley starred in a spot for the grooming brand Manscaped.