Hawthorne is a personalized men's grooming brand offering tailored cologne, skincare, and hair care products based on individual body chemistry and lifestyle.
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See all ads on AdLibrary →Hawthorne is a New York-based personalized men's grooming and fragrance brand founded in 2016 by Phillip Wong and Brian Jeong. Using an online quiz to match men with custom scents and hair care, the brand expanded from DTC to Target stores and raised $22.5M in funding.
Hawthorne's ads are quiz-funnel driven — prospecting creative focuses almost entirely on getting men to 'take the quiz' rather than selling a specific product. Browse Hawthorne ads on AdLibrary. This approach generates high-intent leads and gathers first-party data simultaneously. The quiz-to-product match creates a personalization reveal moment that improves conversion and reduces returns.
Facebook is Hawthorne's primary paid channel, targeting men 25-45 with grooming and self-improvement interest segments. Instagram ads use lifestyle imagery of well-groomed urban men alongside fragrance and product photography. Retargeting ads highlight quiz completion rates and customer satisfaction to nudge incomplete quiz sessions.
Copy themes: 'personalized to you,' 'grooming that fits your lifestyle,' 'take the 2-minute quiz.' The value proposition is always personalization-first, not product-first. Gift-giving copy is prominent during holiday periods, positioning the quiz as a gift experience. Subscription convenience messaging appears in retention campaigns.
Hawthorne shows that quiz funnels in men's categories can outperform traditional product ads because they engage a segment (men) that typically under-researches beauty purchases. The quiz does the research for them. This mechanics-first approach to personalization also generates rich behavioral data that improves all downstream targeting.
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