Dec 11
6
Men’s “Beauty” Care Becoming More Popular
Our society has traditionally thought that women are the only ones who are interested in looking better, more vital and younger. Men, also, are increasingly concerned with improving their appearance and looking younger.
There is no longer a clear cut gender line on the purchasing of weight loss products and programs, hair coloring and hair loss products and even body hair removal products, and skin care items. Both men and women are interested in the purchase and use of these kinds of products.
The market is definitely there for both genders. The only difference is in how these products are marketed. Even diet beverages are starting to market specific products targeted towards the male consumers. The commercial for Dr. Peppers’ diet soda uses the slogan: ” It’s not for women.”
Different weight loss programs are targeting the male audience by featuring men more in their advertising. Men are becoming more aware of their appearance and image partially due to the slumping economy. The philosophy is to look your best to get in there and compete for a tighter job market.
The marketing of certain products geared for men takes a more masculine approach in the psychology of the advertising and packaging. Dove has come out with the Men & Care line of shower gels with a light scent. The theme music for the commercials is from ” The Lone Ranger” and for their moisturizers they use the phrase “cow hide” for men’s skin.
Products used to color men’s hair have been around for decades. The marketing for these products has always had a masculine appeal. The labeling of these types of products have alays had a gender specific slant with names like ” For Men Only”
To try to look slimmer and more fit and younger, there are a lot of items available that are geared for the male population. Besides weight loss programs being targeted at men now, there are a number of products that you wear to make you appear slimmer. For the advertising and labeling of these kinds of merchandise, the use of the product name is important.
Companies that sell girdle like products aimed at the male population use different terminology. Spanx has come out with a “compression shirt.” The compression shirt is designed to make the chest and abdomen appear slimmer, tighter and more fit. The model on the front of the package has a macho, super hero type of appearance and the ad slogans are very masculine.
The response to the products themselves and the kind of advertising companies are using has been successful in attracting the male market to purchasing these items in many cases. For Spanx, the sales of their “compression shirt” has been about 40 % higher than the company had forecasted.
For women, it is a good thing that men are concerned with looking better and more fit and toned. As long as a man isn’t obsessed with his appearance, I think most women will find a well dressed, well groomed and fit man more appealing.
