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Male and female consumer buying behaviours - Essay Example

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In the paper “Male and female consumer buying behaviours” the author analyzes a whole new target market, where cosmetic companies are increasingly targeting men. The sheer number of aging men is piquing the curiosity of cosmetic marketers…
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Male and female consumer buying behaviours
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Male and female consumer buying behaviours

Download file to see previous pages... Two California companies, Jan Stuart and Inner-Face also launched men’s lines during the 1980s that flopped. “Skin treatment lines for men have come and gone, because the population just wasn’t ready.” Said Pamela Baxter, VP-Marketing at Aramis. But the expanding number of over-35 men led Aramis execs to believe that there is now a legitimate men’s market. Aramis recently launched Lift Off!, an alpha hydroxy acid (AHA) product for men. The overall men’s cosmetic market is now too tiny to count, Baxter said, but Aramis estimates Lift Off! could eventually account for as much as 12% of sales. However, it is still undecided on an overall marketing strategy. “It’s easier to sell a man if a woman is with him,” said Baxter. Aramis has two radio commercials in test in Kansas City, Dallas, and Miami. One targets men, and the other is aimed at women (Campbell, 2000). Men are often introduced to skin lotions by their wives or girlfriends. When Beauticontrol, a Dallas-based direct-sales cosmetics company, introduced an AHA product called Regeneration last year, “We had wives writing to us saying their husbands were using the product and loved it,” said Ed Hookfeld, director of product marketing. The company packaged the same lotion in a gray and black box, shot a new ad campaign featuring CEO Dick Heath, and renamed the product, Regeneration for Men. Wendy Liebmann, president of New York-based WSL Marketing, said there is a potential for growth in men’s cosmetics, but cautioned against expecting dramatic sales increases.” You’re talking about educating somebody who washes their face with soap and shaves,” she said (Campbell, 2000). Chad Schexnyder of New Orleans remembers how it used to be; approaching the counter of a local drugstore with a bottle of Noxema in his hand, the cahier accosted him. “This is for women,” she said with a dismissive air. “I’ve never seen a man buy Noxema.” ...Download file to see next pagesRead More
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