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Men's Hair Care

By: Jeff Falk
Posted: July 8, 2009

Brooke Carlson, vice president and general manager, Rusk, discusses the challenges in marketing to men and the factors that go into men purchasing decisions.

What are the challenges of reaching and branding to men?

Men tend to purchase for their immediate needs only. It is a challenge to market a product to a man using long-term effects.

What are the challenges of making men’s product distinct from women’s and, at the same time, getting men to take notice?

There is often a challenge marketing to men because, while men are the ones consuming the product, women are still largely in charge of purchasing. It is not just marketing to a male consumer, but rather to a female at the same time.