PURPOSE
________________________________________________________________To make a premium skincare brand for men more desirable.
Why:
To help our client become a constant in the lifestyle for the modern man.
What:
Create a customer+market analysis to develop a communication strategy for a prestige skin care brand to help our client’s products become a staple brand in men’s personal care regimen.
Wow:
“Hack the Male Psyche” to make skin care more relatable to a male audience.
ACCESS COMPLETE PROCESS BOOK HERE
Research Process
Industry Insights
Based on research on contemporary and older fashion and beauty brands, the analysis revealed that gender stereotyping had seeped into the language as well as the perception of the word “skin-care”. It was deeply engrained into the male consumer’s user experience where all care products catered to women even in the shopping isles of grocery stores - their main shop.
Our reseach on existing male care brands pointed to the main problems in this market:
1. Hypermasculine Communication
2. Singular Focus on shaving, body care and hair care
3. Feminine Association of the Skincare Industry
Resources: CB Insights, WGSN, WWD, Statista, BoF, Allure
Perspective Shift
in Prestige Skin Care
A visible shift in the range of prestige skin care products brought in a new opportunity for men with newer products for specialized problems of the male skin. This change demanded a few questions for the research criteria of the client’s brand:
How are men taking care of themselves, and what are skin care brands doing about that?
How can we use this to our competitive advantage?
Video by Max Medyk on Pexels