This tends to be the opening salvo for many of this type of "target market X for segment Y" - why do you think this is true? What's outdated, the way we do laundry, or the elements we use? While you might argue doing laundry in your own home is outdated, I'm not sure you can say the same thing for the detergents and additives as a visit to your box store will readily show many new products tailored to increasingly niche segments and use-cases.
If you're selling "axe body spray for laundry" that's one thing, but don't tell me P&G is "outdated" when it comes to the science behind detergent vs. a couple of guys in a dorm room.
>> there’s a growing number of U.S. men doing laundry
For themselves where they want a "masculine fragrance" or for their families where mom doesn't want her delicates to smell like "New Jersey Turnpike"?
I get that you're trying to rebrand a commodity market via hip styles and personal delivery, but find it a little disingenuous that you position this as a better way to do laundry.
That said, although I'm part of the demographic change in who does laundry I'm most definitely not your target market.