February 28, 2006
Product Naming: Men’s Skin Care Goes Pro
It’s official: today’s man wants good skin and is willing to pay for it. I see increased use of cleansers, moisturizers, eye creams and gentle sunscreens. Not just for male models anymore, they have been embraced by football stars and movie stars with aplomb.
In fact, men’s skin care product sales have surged over 68% in recent years and their demand for hair conditioners has become much healthier while the demand for the same products aimed at women has plateaued. L’Oreal has a new line called Men Expert, which is essentially a DIY skin care kit. Avon now sells a whole men’s range, including products such as Prosport and Proextreme - Avon uses sportsmen to sell their products, like pitcher Tim Wakefield, or quarterback Chad Pennington.
I think the naming lesson is clear. When it comes to skincare products, men want to be “pros” and “experts” and want to get “extreme”. Women, on the other hand, seem to want “Crazy Moments”, “Hope in a Bottle”, “Cashmere” or just plain “Happy”.
The difference? Men want affirmation of their expert, pro status from their skin products. Women, on the other hand, want to wear an emotion. Or is this an over-simplification?
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