Aspire to Pamper Men
Until the past five years or so, relatively few male personal care products were available. For our fathers and older brothers, “fragrance” meant aftershave. And shampoo was for the whole family, not just females. But today, there is an explosion of personal care products targeted specifically to men.
A commentary by spokesman sportscaster Dan Patrick, for instance, admonishes his audience to “slap your inner child and get back to being a regular guy.”
All Suave hair products for men have a “fresh clean masculine scent,” since men in focus groups indicated they didn’t want to smell feminine.
To tap the growing men’s market for personal care products, marketers will seek to identify new and narrower niches within the broad male target.