The Power of Personality in CX with Tess Awal of Dr. Squatch
This week on Above the Fold, I sat down with Tess Awal, CX Manager at Dr. Squatch, the men’s soap brand that turned “natural hygiene” into a lifestyle movement. If you’ve seen their cheeky ads or heard about the Sydney Sweeney bathwater collab (yep, that one), you already know: Dr. Squatch doesn’t play by the usual rules.
But behind the humor and viral campaigns is a CX team that actually listens — and that’s what Tess and I dug into.
From Fashion to Feedback Loops
Tess didn’t start in e-commerce. She studied fashion photography and worked in visual merchandising before jumping into CX. But that creative background taught her something most people in operations miss — that presentation is strategy. The same way a mannequin display can tell a story, so can a checkout flow or an email experience.
She learned early that the details matter: the lighting, the color, the way products are displayed. In e-commerce, that translates into design, storytelling, and how your customer feels from the first click to post-purchase.
Why Brand Accessibility Matters
At Dr. Squatch, accessibility is a big deal. Tess explained that customers still want to smell what they’re buying, and that’s why the brand’s presence at places like Walmart, Target, and Costco isn’t a compromise — it’s strategy. Let people experience the product in-person, then bring them back online once they’re hooked. That’s how you turn trial into loyalty.
When CX Meets Viral Marketing
We had to talk about that campaign. The Sydney Sweeney “bathwater” collaboration blew up the internet — literally breaking Dr. Squatch’s website in minutes. Tess described it as the perfect mix of risk, readiness, and self-awareness. The team knew it would spark conversation, but they trusted their audience enough to handle it. And it worked. The collab sold out instantly and put Dr. Squatch in front of millions of new customers.
Her take was simple: there’s no such thing as “bad” marketing if you understand your audience and stay aligned with your brand’s values. You can be cheeky without losing credibility, that’s the sweet spot.
Listening is the Secret Weapon
Every Monday, Tess starts her week by reading feedback. Not skimming, reading. She digs into NPS scores, CSAT surveys, Trustpilot reviews, and even LinkedIn messages from customers who “just need to be heard.”
Her philosophy: there’s no such thing as bad feedback. Every comment is data. Her team treats it as an ongoing conversation rather than a scorecard. And the company’s leadership, including the COO, reads customer feedback regularly. That kind of visibility turns CX from a support function into a business driver.
The Unilever Acquisition: What Happens Next
Recently, Dr. Squatch was acquired by Unilever, and for fans, that news sparked mixed feelings. Some worried the brand would lose its identity. But Tess says nothing’s changing. The acquisition was strategic; more distribution, more support, same DNA.
Her team even created proactive messaging for concerned customers, reassuring them that the core mission hasn’t shifted: make great products, stay fun, and never take themselves too seriously.
The Takeaway
Tess and I both come from creative backgrounds, and our talk reminded me that CX and creativity are more connected than most people think. Whether it’s visual merchandising or customer messaging, the goal is the same — to make people feel something.
Dr. Squatch proves that personality + intentionality can take a brand from cult favorite to category leader. When you listen deeply, stay true to your voice, and keep your customers laughing and loyal, you’re not just selling soap, you’re building culture.
