The Beauty Industrys Multi-Billion Dollar Problem Can Be Your Once-In-A-Lifetime Opportunity!
The Secret Life of Male Skin Care Shoppers Exposed – Part 2 of a Special 2 Part Exposé
This article is a continuation of the exposé titled: Why the Beauty Industry Hates Men Part IIIA The Secret Life of Male Skin Care Shoppers Exposed Part 1 of a Special 2 Part Exposé.
The COOKIE CUTTER Approach Men are ALL the SAME
There are many in the Beauty Industry who would disagree with this article series. In fact, they would shrug and say: We dont understand what the fuss is all about. Were easy to do business with you dont like our retail locations, you can go on-line. You dont use the pretty make-up bag of free lipsticks and mascara, then find a woman to give them to. Of course our products arent artsy fartsy theyre not all pink and pretty and weve gone out of our way to make them man friendly. Whats wrong with recruiting women to do our bidding? Whats wrong with marketing campaigns that seek to feminize men? Its working isnt it? The new age, metro-sexual man is in and masculine men are now oh so passé
As tempting as it is to shred that viewpoint and reveal its caustic, ethical bankruptcy with an even more in-depth treatment than weve already given in this article series, well save it for another day and just take a quick look at one aspect – the Beauty Industrys cookie cutter approach to creating what it considers to be male friendly mens skin care and mens anti-aging products.
If we were to gather every brand of mens skin care and mens anti-aging products currently on the market and place them side by side, youll notice a couple of things right away. First, the primary (background) colors the overwhelming majority are likely variations of black, blue, gray, and earth-tones colors that the Beauty Industry considers to be manly and applicable to ALL men, while the rest take a medicinal (bare-bone white) approach.
Now zoom in on the label and youll see the feminine influence from which most, if not all of these so called mens skin care products were conceived. Among other feminine characteristics in disguise, notice how the over-whelming majority still rely upon the beauty terminology of their very female counterparts, e.g. serum, moisturizer, cream, etc.
These traditional female beauty terms are emasculating for men who identify with the masculine ideal and strive to keep up their male image. And there has been very little effort made by the Beauty Industry to address mens general preference for simplicity and functionality by harmonizing the terminology of essential mens skin care products. In fact, the Beauty Industry is known for taking the opposite approach.
While a moisturizer is essentially still a moisturizer by any other name, the Beauty Industry is notoriously creative when it comes to inventing new descriptions as a means of setting a brand apart from the competition, never-mind the confusion this creates for the consumer. For example, what is commonly known as a moisturizer could be marketed under lotion, complex, balm, therapy, cream, replenisher, hydrator, renewer, nourishment, essence, lift and so on. Even descriptions that have some masculine resonance, such as rebuilder and defense, are still more confusing than practical.
It would be irresponsible to categorically dismiss the Beauty Industrys efforts in creating products that appeal to men. True, masculine men arent their primary customers and you dont have enough purchasing power for the Beauty Industry to invest in a complete and costly overhaul of their current practices toward the marketing of mens skin care and mens anti-aging products.
It isnt so much the lack of effort, nor resources its that the modern Beauty Industry as a whole, is so neck deep in the mold of feminine beauty traditions and influences which have defined and confined the Beauty Industry for nearly 200 years that it cant break loose and find solutions that must be sought outside of the box. As a result, its approach towards the creation and marketing of mens skin care and mens anti-aging products are systematically cookie cutter and shallow.
The Easy Solution: Products and Positioning that Fit a Mans Nature
Rocket Scientists will say that what they do is simple – once you know what to do. And in the same light, solving the Beauty Industrys Billion-Dollar Man Problem is easy once you (the Beauty Industry) know what to do.
And what is that knowledge? Its simply the awareness that, to engage masculine men and enable them to spend billions of dollars boosting the Beauty Industrys revenues and profits, its time to put aside old models and practices, and reach out to men on their terms, in their world, and in a manner that is aligned with their masculine nature. This is what its about:
· Respect men as men have the courage to look your customer in the eye. Take the message directly to men, rather than expecting women to do the Beauty Industrys heavy lifting.
· Create products and packaging that masculine men are proud to own and talk to their buddies about, instead of hide in the bottom of the bathroom cabinet in fear and shame.
· Design marketing campaigns that cater to masculine men, rather than neglect and humiliate them.
· Educate men, in language that is familiar and acceptable to them, on the advantages of proper Masculine Face Care, so they make smart, informed decisions and enjoy the results and benefits they expect.
· Accept that masculine men have buying preferences that are categorically different from women, and creating an experience that fits those preferences – Men tend to buy, while women shop.
· Liberate the legions of secret male skin care shoppers from department stores, speciality beauty stores and drugstores, empowering them to hold their head up high, and delivering to them the Ultra Masculine Face Care solutions they want, need and deserve.
Masculine Men – as qualified paying customers, wouldnt you rather take your business where you know that your masculinity is respected and appreciated?
Thats the challenge the Beauty Industry faces not next year, not next quarter, but RIGHT NOW.
Visionaries who rise to this challenge and create ways to be easy for men to do business with will reap immense rewards and competitive advantages that carry them through the 21st century.
On the other hand, Beauty Industry ostriches who stay buried in the sand and who fail to act will find themselves ironically much like the men theyve ignored for so many years: on the outside, looking in.