Marketing to Men; a True Market Niche
Marketing to Men
Sara Mason
Men are a true market niche. They are becoming more interested in skin and body care, yet there still is a lot of room for building awareness. “They are interested but not necessarily embracing it yet,” said Lisa Hawkins, executive director of marketing for Aramis, Estée Lauder’s prestige men’s grooming, skin care and fragrance products. In the past, it has been the woman’s job to shop for men. "But that’s changing rapidly as men come to terms with having to look their best to stay in the hunt, professionally and personally,” explained Michelle Probst, founder of the men’s skin care line Mënaji. The market is not only being validated, it is booming.
“Men are spending 51 minutes a day grooming and spending $12 billion to look better—from whitening toothpaste to cosmetic surgery,” said Probst, a makeup artist turned entrepreneur. She explained that men are the fastest growing segment of the cosmetic industry, and now, more then ever, they are purchasing their own personal care items.
The media have been responsible for building that niche. Personal care isn’t something men talk about with their buddies. Education has come from men’s magazines, which are addressing personal care concerns more each year. “It isn’t taboo anymore,” Probst said.
The Web also plays a primary role, according to James Whittall, president and owner of MenEssentials.com. It lends itself to confidentiality and is a source for background information on a product or specific need before making purchasing decisions. The major demographic for Web use is males ages 25–45, the main purchasers of online products. “We married the medium with a key demographic to provide answers to legitimate grooming concerns,” said Whittall. He aims to make information accessible to men, assuming that they are intelligent individuals who only lack knowledge in the area of grooming. “The Web can provide the answers to sensitive questions not being tackled by most resources,” he explained. “We add a touch of irony, self-deprecation and humor to address these issues in an entertaining way. It is unorthodox, and it works.”
While men are not as sophisticated as women in the area of personal care, educating them through the media will help men become more aware of their options and be more comfortable with making changes in their purchases. Full Article >>
Sara. "Mason." Business. 03. 2002. The Cosmetic Site. 23 03. 2004
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