A Wren Says

To say that Jake Paul made his foray into boxing would be under-descriptive. He has gone after the pursuit, wholeheartedly, if not brashly. And though he has a bout against Mike Tyson looming, he’s going after a different W. That is his very own line of bodycare, W by Jake Paul. The line of products includes antiperspirant, body spray, and body wash, priced between $6.97 and $7.97. It is all available at WalMart stores nationwide.

To introduce the product, he uses the irreverent approach the Paul brothers are notorious for. (And I mean notorious in the true sense of the word, if you know their background.) In a video on Jake Paul’s YouTube page, he clickbaits the viewer into a scenario where the products are divinely ordained.

His newfound boxing career is important to note because it is key to the branding of the line. You can see images on the website lean into the sport. The very product name is a hint at his claims of wins in the sport. It’s his image as an athlete that lays the groundwork and provides almost the language for the offerings. It connects his experience training for matches in humid tropical locales to the buyer’s concerns. He understands the problems of sweat and odor. You can trust that this product will help you control your issues, too.

With the pricing, the language used, and the imagery, the product is clearly marketed towards a younger male demographic. It likely targeted specifically to the largely teen boys who fans of the channel and in a point in their life where they have become more self-conscious about body odor. But given that is available in WalMart and doesn’t seem to have any obvious “Jake Paul” branding, it could easily be picked up by anyone looking to try something new in the deodorant aisle. Personally, I would pick up the product and think, “Hmm what’s this one all about?”

Jake Paul is just one of the many influencers turned businessman. I am curious how this venture, especially given it has the backing of WalMart already, will fare over the long term. Will it collect a following as large as his subscriber count, or will it fade away like a passing fade?