[article]
| Titre : |
Male grooming : the overdue arrival of a false dawn |
| Type de document : |
texte imprimé |
| Auteurs : |
Nick Brown, Auteur ; Daniel Whitby, Auteur |
| Année de publication : |
2013 |
| Article en page(s) : |
p. 109-111 |
| Note générale : |
Bibliogr. |
| Langues : |
Anglais (eng) |
| Catégories : |
Cosmétiques -- Marketing
Produits de beauté masculins
Soins de beauté masculins
|
| Index. décimale : |
668.5 Parfums et cosmétiques |
| Résumé : |
Despite undeniable growth, there stil) remain some barriers to sales growing further. A recent article estimated men's use of their partner's toiletries products could amount to a £234 per annum. Going forward, the challenge for the brands will be to market their products in such a way as to attract this huge untapped potential. Brands such as Bulldog have very effectively addressed a gap in the market, offering a solution to male consumers who desire natural, ethical products, specifically designed for men. In addition to their diverse and exclusively male orientated product offering, their impeccably crafted campaign with comedian David Mitchell is now considered a case study for digital marketing." Innovative male targeted advertising campaigns have proven to be popular among males, with Lynx's 'newsjacking' of Prince Harry's hotel room misdemeanours going viral and largely well received. The importance of activity in the digital space is borne out by Marc Pritchard, global marketing and brand building officer at P&G, who daims that: "Today is not about digital marketing, it's about brand building in the digital world."
With the success of male grooming drawing in an ever increasing amount of new entrants, brands must seek a competitive advantage more than ever in this congested market. The dawn has certainly arrived. |
| En ligne : |
https://drive.google.com/file/d/1gNInGrbue26vhpkJumd4Zx3Madai26VA/view?usp=drive [...] |
| Format de la ressource électronique : |
Pdf |
| Permalink : |
https://e-campus.itech.fr/pmb/opac_css/index.php?lvl=notice_display&id=19889 |
in PERSONAL CARE EUROPE > Vol. 6, N° 5 (11/2013) . - p. 109-111
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