Anti-Aging Products

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Soft & Tough is a new male focused cosmetic products that aid in reducing aging effects on the skin while also providing sun protection. Anti –aging moisturizer is not a new concept as it has dominated the market for years, focused on women. Now is the time for such a product to be introduced to now focus as a male anti-aging, UV protection moisturizer to take advantage of such a wide market and to “emulate the same success women Anti-aging products” (Golding 2009) has had for years. Soft & Tough should focus on “authenticity, craftsmanship and performance” (Tungate, 2008) of the product because that is the foundation of men’s interest with regards to any products. It has been found that men will stay true and dedicated to products that deliver their exact needs, compared to women who would be more willing to try something new. To understand how to market for this gender specific product, there needs to be a better understanding of the consumers.

According to Kotler and Keller (2009), there needs to be an understanding of four segmentation schemes to understand customer differences. These four schemes are: geographic, demographic, psychographic and behavioral (p.114). Therefore with regards to marketing, it should be a straight forward marketing campaign, detailing the benefits of the product, depicting men from various walks of life, as I will detail below. In addition, an aggressive commercial campaign during sporting events such as weekend football on TV, Superbowl commercials and in sports and male focused magazines such as Sports Illustrated, GQ, etc. can help to bring Soft & Touch to the attention of the male audience. The various targets are detailed below:

1. Psychographic lifestyles: Outdoor Athletes: This is the p...

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...s for older gentlemen, these same celebrity influences works at times, although it has been found that most over the age of 45 are less likely to break from routine of what has worked well for them for years. However, older generation would be all over this product as within this age range is the increasing number of baby boomers that will be interested in a product that help fight the signs of ageing may prove particularly popular. This product will be successful as “older men tend to be extremely brand loyal, a potential boom for brands in such a competitive market” (Golding 2009), after usage and satisfaction of the product.

Overall, the best form of advertisement is always word of mouth recommendations, but today social media forums & internet is becoming the new age wave of advertising. Men, like women are willing to share a good find with friends and family.

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