One of the best things about online marketplaces is that it allows brands to sell quality and cost-efficient products to a wider market. More importantly, brands are able to market their products and promote their messages directly to their audience in unique ways. Retail brands capitalize the most on online selling and marketing. One of the most successful retail sectors is the men’s grooming sector. Men’s grooming brands are conquering men today through sophisticated marketing initiatives online and offline.
Changing Social Norms
One of the main factors driving success in this sector is changing social and consumer norms. Major companies manufactured products reinforcing the rugged alpha male stereotype. Men’s grooming brands had product lines limited to shaving, deodorizing and fragrance. Facial creams and make-up for men were unheard of. Men were too busy working for their families to spend too many resources on grooming. Traditional male thinking considers any grooming barbershop haircuts and shaving too feminine. Traditional advertising and marketing initiatives also largely focused on the normative alpha male persona.
Changing social norms led to the acceptance and celebration of diversity among men. Mature brands diversified their product lines to cater to the different male personality types. New artisanal brands for different kinds of guys also began popping up. Today, men’s grooming brands cater to alpha males, metrosexuals, hipsters, geeks, and more.
How Men’s Grooming Brands are Conquering Men
The change in male personality norms is happening concurrently with the growth of the digital space. Now the question is, how are brands exactly reaching out to these different kinds of guys?
Grooming brands give promos and incentives for men to encourage men to celebrate themselves – especially those refined gentlemanly types. An awesome example is the shaving subscription box brand, The Shave It Club. The Shave It Club encourages men to purchase a monthly supply of shaver razor blades rather than buy shaver online. They do it by offering two incentives. The first incentive is a free handle in their chosen color. Ordering a subscription box also automatically makes them a member of the club. Club membership allows them to avail of various perks in prestigious dining and apparel stores.
Customisation (Skin Care)
Savile Row has maintained its allure among men from all over the world due to its utmost dedication to artisanship and customisation. Although no brand can match the talent of Savile Row’s tailors, they’re targeting males based on their preferences. A good example is Birchbox Man. The brand allows guys to customise their grooming subscription boxes based on their personality, hair type, and skin type. This is relevant, considering the shift in consumer preferences from mass-production to personalized products and services.
Video Marketing (Makeup)
Youtube hosts thousands of videos on video gameplays, guns, carpentry and other “guy stuff”. It also hosts videos of heterosexual males doing their makeup. By partnering with young millennial male Youtube stars, makeup brands are able to educate more straight guys that wearing makeup does not emasculate them, and is actually beneficial.
(Cover photo courtesy of Vasilijus / Pixabay)