Most Popular in:

Bath & Body

Email This Item! Print This Item!

Shower Power

By: Sara Mason
Posted: November 7, 2006, from the November 2006 issue of GCI Magazine.

page 4 of 4

In May, Origins launched its first complete men’s skin care and bath and body collection specifically designed and packaged for men. Since its launch, the brand has experienced significant growth in this category. “What has been successful for us is to focus on body products as well as skin care,” explained Jenny Belknap, executive director, Origins Global Marketing. “With the introduction of the Skin Diver body collection, we have found that the ingredient active charcoal is very appealing to men.” The Skin Diver Active Charcoal body wash removes blockage from pores and features a spirited scent of spearmint and rosemary.

“In the men’s market, fougére and aromatic fragrances show tremendous growth with many new launches fueled by the men’s arena,” said Dial’s Busch. “The diversity within the men’s category is also noticeable: more variants and inspiration from fine fragrances.”

The Axe line of shower gels from Unilever features scents reminiscent of fine fragrances. With its coolly seductive fragrances and packaging, the brand has established itself as a popular male grooming brand with a constant stream of new ideas “to keep guys a step ahead in the mating game.” The use of award-winning ads and unconventional media has established the brand particularly in Europe, the U.S. and Latin America.

On the other hand, Henkel’s Dial For Men was introduced in January without using fragrance and an overt “get the girl” image to sell its product. “Instead, Dial For Men was developed for the regular guy,” explained Busch. “He’s already got the girl but he’s starting to take care of his skin more seriously—although he’s not obsessed with it either.” This is one example of a clearly defined segment, both demographically and psychographically, with a product message that uniquely resonates with its target market.