It’s no secret that the men’s grooming industry is booming. The number of personal care and grooming product launches aimed at men worldwide has increased more than 70 percent since 2012, with total sales in the U.S. reaching $4.1 billion in 2014, according to Mintel. U.S. sales are predicted to increase to $4.6 billion by 2019.
Modern men aren’t shy about their increasing desire to step their grooming habits up, but if you want to entice them to use your company’s products, you can’t simply repurpose the same marketing plan used to promote women’s personal care items.
4 Tips for Marketing Male Grooming Products
Incorporate these four strategies to get men — and the women shopping for them — to choose your personal care products over your competitors’.
- Emphasize the Numbers. Research has revealed men are more numbers-oriented than their female counterparts, so attract them with data-driven facts, instead of providing a long list of benefits. For example, if your company is marketing a hair gel, highlight the fact that it holds hair in place for 24 hours, even in humidity.
- Get to the Point. Men aren’t willing to spend an hour browsing for the right product, so make your messaging bold and clear, so they can’t miss it. Many companies choose dark colors for men’s grooming products to ensure they stand out.
- Create an Emotional Tie. Sure, men will look at a product with a pretty girl on the package, but that alone is not enough to make a purchase decision. Determine why men are using your product and use this to create a strong emotional message. For example, if you’re selling a dandruff shampoo, explain why using the product will prevent these less-than-flattering particles from covering their shoulders.
- Focus on the Long-Term. Unlike women, men zero-in on hassle free products that require as little effort as possible. Instead of focusing on the way a grooming product will make them look, emphasize how long the benefits will last. So instead of focusing on the pear scent of your shower gel, accentuate the fact that it will keep them smelling fresh for up to 12 hours.
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