Swipe-on body moisturizer
Face · Arms · Legs · Dry Spots
Good Order is building the maintenance brand for men.
The Body Stick is the first product: one face and body moisturizing stick that borrows the familiar swipe of deodorant and gives men a clear place to start.
The stick makes moisturizer easy to understand at a glance: uncap it, swipe it on and move on.
Face, arms, legs and dry spots, with clear guidance on where it goes and how it fits into the day.
The first capital moves Good Order toward an approved formula, production-ready packaging and early market proof.
Men’s grooming is expanding beyond basic hygiene.
More men are using skincare, paying for premium products and adopting new formats when the use case is clear.
U.S. men's grooming sales
Click for source noteOnline sales growth
Click for source noteBuy premium facial moisturizers
Click for source noteBuy premium hand and body lotion
Click for source noteWhole body deodorant growth
Click for source noteThe moisturizer he will actually use.
One face and body moisturizer in a compact stick format that is easy to understand, use and carry.
One product
Face, arms, legs and dry spots. No separate face and body products to figure out.
The opportunity lives between multi-balm, body lotion and men’s grooming.
Most sticks are treatment led facial balms or body only moisturizers. Good Order combines daily face and body moisture with a familiar grooming format and a clearer entry point for men.
Maintenance should feel desirable.
Practical
The name sounds like something working correctly. The products should feel the same: clear in purpose, easy to understand and useful every day.
Expansive
Moisture is the entry point. The platform can expand into deodorant, hair and other everyday categories where a clearer product or better format can earn a place in the routine.
Visual language
A polished, masculine world with warmth, sensuality and a slightly eccentric point of view.
KLUGE
BRYAN KLUGE IS A CREATIVE DIRECTOR AND BRAND BUILDER WHOSE CAREER BEGAN IN FASHION EDITORIAL AT INTERVIEW AND VOGUE, WHERE HE LEARNED HOW FASHION, BEAUTY AND CULTURE TURN PRODUCTS INTO OBJECTS OF DESIRE.
HE LATER LED CREATIVE ACROSS BRAND CAMPAIGNS, LAUNCHES, SUBSCRIPTIONS, PARTNERSHIPS AND AGENCY WORK AT AMAZON AND NOW CREATES WORK FOR THE NEW YORK TIMES.
HE IS BUILDING GOOD ORDER AROUND A BEHAVIOR HE KNOWS FIRSTHAND: MEN SPEND ON FRAGRANCE, DEODORANT, HAIRCARE AND GROOMING, WHILE SKINCARE CAN STILL FEEL LIKE A CATEGORY THEY HAVE TO STUDY BEFORE THEY BEGIN. GOOD ORDER CREATES A CLEARER WAY IN THROUGH THE PRODUCT, LANGUAGE AND BRAND.
The proposition is defined. Product development is the next milestone.
Good Order has moved through strategy, positioning, consumer research, preliminary packaging direction and agency scoping. Phase 1 funds the formula, component and user work needed to make the product testable.
A staged path from formula to first revenue.
The Body Stick is being developed against six clear product requirements.
Tap a point to inspect the standard
Application
Glides smoothly across face and larger body areas.
Finish
Absorbs quickly without a heavy, greasy or waxy residue.
Face and body
Enough slip for larger areas with a face-appropriate finish.
Routine fit
Obvious at first glance and easy to keep close.
Package performance
Protective, clean, portable and durable.
Commercial viability
Built around target price, gross margin and reorder economics.
$85K
The round is deployed in two phases, moving Good Order from its current development stage through approved formula, production-ready packaging, finished inventory and launch.
Creates the formula, packaging direction, prototypes, consumer feedback and legal setup required to make production an informed commitment.
Make moisturizer as easy to use as deodorant.
I am raising $85,000 to complete formulation, testing, packaging and the first production run. This round puts a finished Good Order product into customers’ hands and establishes the performance, demand and economics required for scale.
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