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For Men

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by

Miranda Hurwitz

on 18 December 2013

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Transcript of For Men

Baby Boomer Men
& X-Gen Men

Market Analysis
Cleanser Moisturizer Serum
Mask
Top Competitors
Category:
Men's Luxury Skincare
"The men's grooming market will continue to grow in all area as men look for products to help them correct specific skin issues such as acne, or stave off the signs of aging."
-Rhonda Allison, contributing author in Les Nouvelles Esthetiques & Spa - December 2013 Vol. 28, No. 12
Small & Growing
Customer:
Demographics:
Geographic:
Psychographic:
Behavioral:
“Not just for tomorrow, but for the future as well.”
- Pierre Cardin
PRIME

Packaging:
Coloring:
Features:
Names:
Sizes:
Products
Targeting
&
Segmentation
Brand Image
Pricing Strategy vs Competition:
Point of Difference:
Conveys:
Distribution

Saks Fifth Avenue
exclusive during August - December 2014
Bergdorf Goodman -December 2014
Neiman Marcus -December 2014
Digital, TV (Bloomberg, CNN, MSNBC, ABC - Oscars) Print - (duPont REGISTRY, GOLF, Forbes Magazine, GQ Magazine, More Magazine, (existing Bergdorf Goodman catalog), & Mobile
Tone:
Message:
Unique Selling Proposition:
Cleanser. Moisturizer. Serum. Mask.
Upper Class
Major cities such as, New York City, Chicago, Los Angeles, Dallas, Miami
Luxury seeking men with disposable income looking for quality products and ingredients benefits.
Corporate, image-conscious men.
Sophisticated, masculine
Unique ingredients; Potential ingredients include:
Cinnamon Oil
Monk's pepper
superiority, luxury, exclusivity
featured ingredients
Perceived Value Pricing
Promotion
George Clooney
Brand Positioning
Vehicles:
Tuxedo Inspired
FOR MEN
Moisturizing
&
Anti-Aging
Aqua di Parma
Tom Ford
Lab Series
Biotherm
Public Relations
Advertising
The U.S. market increased almost 20% over the past six years (2007–2012), to reach $3 billion in 2012.

-GCI Magazine, September 2013
59% of American men say personal care products boost their self-esteem

28% say they are concerned about dry skin and visible signs of aging.

37% use facial cleanser as part of their regular grooming routine

22% use exfoliating scrubs

17% use anti-aging products

12% use eye cream or gels
-GCI Magazine, September 2013

Targeting & Segmentation
Full transcript