In this blog post we are going to look at marketing what can be termed “girly” products to men. Men DO like to look attractive and successful, but they don’t always want to admit it. They also don’t necessarily want everyone to know that they are doing something to enhance their appearance.
Not long ago, makeup for women was a hidden secret. Most gals would never have been caught dead going out of the house without their “face” on. Nowadays, you see them on the bus or train putting it on in public.
Men are probably never going to get to that point, but the 1960 Presidential debate between John F. Kennedy and Richard M. Nixon shows just how much appearance can influence people’s impressions. Nixon refused to wear the makeup offered at the TV studio. The result? A win for Kennedy. Why? Because even though Nixon was only four years older than Kennedy, he looked washed out, old, with bags and dark circles under his eyes, far older than his 47 years. By contracts, Kennedy looked young, fit, healthy and handsome.
There’s a reason Presidential candidates and Hollywood actors wear makeup – it smooths out imperfections and offers a more youthful appearance. A bit of concealer stick can do wonders around the eyes.
Can I Borrow Your Mousturizer?
So too can moisturizer for the face. In addition, it offers protection from the harmful rays of the sun if it has a sun protection factor (SPF) of 30 or more. If you’ve ever seen an old sailor, they have a leathery, weather-beaten look due to sun and spray. But America in particular is a youth culture, so no one wants to look old before their time – including men.
Men & Plastic Surgery…
In the 21st century, the demand for plastic surgery by men has nearly doubled. The recession of 2008 actually spurred men on to become more appearance-conscious than ever before. Why? Because they had to compete so hard with others in the job marketplace that they had to match their appearance to their clothes on interview, and overall professionalism. Studies have shown that chubby people are considered to be lazy, so you soon started to see Weight Watchers ads with average-looking guys all talking about their struggles with burgers and beer.
Skincare and other “girly” products used to be the domain of the metrosexual man – young, urban, professional, and polished-looking. Now, even the Marlboro man wears moisturizer if he’s smart.
So, how can you market effectively to men?
Plain, dark packaging, masculine names with action words in them, and the impression that whatever they are using is getting the job done. Men are always looking for solutions to their problems, so products that “solve” problems like greasy skin, dandruff and so on, and do it FAST, complete with a wonderful tingling or other sensation to show it is working, will put your “girly” products on the top of their shopping list.