PiNG! Connecting with Your Consumer - Flipbook - Page 153
PiNG!
CHAPTER 5
PiNG!
CHAPTER 5
Men’s Grooming and the Challenge of Selling to Men
Grooming
Delicate Male Egos
Selling difficult-to-attain aspiration.
Whether
they are 18 or 80, all men aspire on some level to have sex
appeal. Men’s grooming products appeal to this aspiration by
selling attraction and power. At the same time, the challenge
for this category is that there is no men’s section in most
stores, as men aren’t as overtly interested in their grooming as women. Men’s shaving products are sold separately
from men’s shampoos, which are sold separately from men’s
shower gel, and so on. Men’s grooming is often simply a subcategory within a larger category, and can only be picked
out through the consistent use of darker colors. Despite the
widespread locations at retail, the key driver in all of men’s
grooming is still testosterone. Brands build confidence by
helping men look and feel their best so that they increase
their appeal when interacting with women.
How do you maintain
brand cohesiveness when
your category is spread all
over the store?
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