If you’ve ever spent 45 minutes on a full Everything Shower—hair mask, body scrub, every body wash known to man—only to look up and realize your shower walls are a mess, Mr. Clean sees you, and he has thoughts.
The iconic cleaning brand just launched its first-ever beauty-inspired campaign, positioning the Mr. Clean Shower & Tub Scrubber as the final, finishing step in a complete Everything Shower routine. The campaign includes two high-profile New York billboards in lower Manhattan—at Bowery and Great Jones Street and Canal Street and Broadway—plus wild postings on Thompson Street and Broome Street, all done up in the kind of sleek, editorial aesthetic you’d expect from a skin-care launch (you’ll also notice a bit of a makeover for Mr. Clean himself).
The move is a deliberate pivot into beauty culture for the folks over at P&G. “Self-care is about more than beauty products. It’s about feeling comfortable in the space you’re in every day,” says Connor Nickell, brand director at Mr. Clean. “The Everything Shower trend highlights just how central the bathroom has become to beauty, reset and routine. With the Mr. Clean Shower & Tub Scrubber as part of the Everything Shower routine, your space can feel just as refreshed as you do after your self-care ritual.”
The brand’s communications lead, Maytal Levi, frames the campaign as a redefinition of what self-care actually means. “The campaign is not just how you care for yourself, but how you care for the space you’re in,” she says. “The Everything Shower has already become a go-to moment for reset—where people slow down, invest in themselves and emerge feeling refreshed. But the bathroom itself is often overlooked, despite playing such a central role in the experience.”
The logic tracks. You wouldn’t do a full skin-care routine in a dirty bathroom mirror, so why finish an Everything Shower in a grimy tub? The Shower & Tub Scrubber, which uses Mr. Clean’s Foaming Magic Erasers (powered by Dawn), is designed to cut through 100 percent of soap scum and grime in half the time of a leading all-purpose bleach spray. The pivoting 360-degree head and built-in squeegee are built for a streak-free finish with minimal effort.
As for why Mr. Clean himself is the right messenger for a beauty moment? Levi says it’s actually a natural fit. “After a brief retirement spent exploring new passions and embracing a few self-care rituals of his own, Mr. Clean discovered the Everything Shower trend and had a realization: While people were investing time in their hair, skin and every serum-soaked step of their routine, one important detail was being overlooked, and that is the shower itself. If you’re doing everything to refresh yourself, why not refresh your shower, too?”
How to Build the Everything Shower (Mr. Clean Edition)
The brand outlines a four-step routine that starts with you and ends with your space:
- Start with a strong hair reset via shampoo, conditioner, a mask—the works.
- Lather like you mean it and cleanse and wash head-to-toe.
- Scrub, shave, smooth and rinse.
- Give the actual space a glow-up by grabbing the Shower & Tub Scrubber and finish what you started.
The Mr. Clean Shower & Tub Scrubber Starter Kit ($16), which includes the scrubber and two Foaming Magic Erasers, is available now at major retailers nationwide.
