What is the most effective way to shift personal care products off the shelves? Well, brands pinning their hopes on celebrity endorsements should think again – people are more influenced by the claims used to promote products, according to MMR Research Worldwide.
Little academic research has been conducted to understand how best to target men through advertising of personal care products. Equally, there is a lack of knowledge on how advertisers should take into account the high proportion of male grooming products that are actually purchased by females for their partners or family members.
Not surprisingly, therefore, we are seeing major players in the market adopt contrasting tactics. Dove, for example, is aiming the advertising of its Men+Care range directly at the end user. Old Spice, on the other hand, is targeting female purchasers through its ‘The man your man can smell like’ campaign.
One organisation that has been paying close attention to this sector is MMR Research Worldwide (MMR), a leading research partner for manufacturers and retailers of food, drink, household and personal care products. Earlier this year it published a survey (Personal Care, March 2014) which revealed that 38% of males claim to be using more grooming products than they were three years ago, a trend most apparent among younger age groups.
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