While women have been moving from bar soap to body wash in great numbers, (the market has grown +53% in 5 years), men have been slower to switch. Now that Axe has broken through the gender barrier, and achieved a 7% market share, other marketers are following their lead.
The newest offer from Nivea – Active 3 is multi-functional product serving as a shampoo, body wash, and shave gel. And unlike Axe, it will be sold based on functionality rather than sex appeal and will be marketed to older men via magazines. (Newman, 2009)
What do you think? Will it be a hit or a miss?
Newman, A. (2009, September 8). Adding a Masculine Edge to Body Wash. nytimes.com. Retrived September 23, 2009, from