9/24/09
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
http://www.nytimes.com/2009/09/08/business/media/08adco.html?_r=1&partner=rss&emc=rss
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7 comments:
Unlike Europeans, Americans like one-step processes when it comes to grooming. French women do not mind a nightly 3 or 4 step skincare ritual. American women on the other hand, seek out one skin cream that moisturizes, reduces the appearance of wrinkles and that provides sun protection. I think men may like a product that works as a soap, shave cream and shampoo. However, I do not think the use of a soap puff will fly. Most American women use soap to both cleanse and shave with - they don't want to take the time to use shaving cream. Americans like convenience.
Although it seems like an overall good idea--three in one shampoo--I don't think older men will be any less inclined to choose sex appeal over convenience. First of all, biologically, sexual drive/interest in men is almost consistent through older age, and secondly, as older consumers, they probably have a stronger product loyalty to their current choice of shampoo already. Not to say it wouldn't do well, but I don't think Nivea's marketing by efficiency would dramatically override Axe's very successful marketing by sex appeal.
I think men will catch on, alot of times I believe the women are buying the toiletries for the household. If the women of the house are useing liquid soap, they may want their mates to try using the same. Men are lazy, having all three products in one bottle may be convient for men on the go these days. Older men as well as younger men are looking for express products, it saves money. Carolyn
Oh! I didn't realize my existing shampoo wasn't an all in one product! Depending on the price point I would consider trying the Nivea Active 3, multi-functional, all in one, technologically revolutionary super washer. In truth, I've been using a combination of Head and Shoulders shampoo and random body wash products depending on their fragrance and price. So, I'll give it a try and get back to you about whether or not this product is a hit or miss for men on the go!
I think that a three-in-one product for men is a brilliant idea. Men are a lot more interested in taking care of themselves these days. I do not believe that Nivea is targeting the right market, however, for two main reasons. First off is that older men are more likely to be married. In the case of married men, the wife is usually the one buying the products for him. Secondly, I think Nivea should target the college-aged man. The typical college guy is somewhat concerned with their looks, but would definitely be interested in only having to buy one product for three purposes. College-aged men are looking for time saving, hassle free products. I think this would be a perfect market for the Nivea product, because they have a great idea but need to market it differently.
Men don't think like women when it comes to cosmetics. The functionality piece might be appealing to some older men who don't want to be bothered with shopping for multiple products, but I don't know men who are very particular about what type of soap, shampoo or shaving cream they use. Younger men would probably be more likely to respond to sex appeal so if the target audience is older men, then it would seem like the functionality marketing angle would be the best bet. I just don't see it being a particularly strong product for the male market.
I agree with Melissa in that the target for this product would be the male college market. These men would be more inclined to make an all-in-one product purchase. As far as the older male consumers are concerned, I agree that women make the majority of purchases for households but I don't think that they would actually be choosing the shower products for their spouses. Toiletries are a very personal purchase and while women might RE-purchase them, they wouldn't necessarily choose or choose to change the product for them. But by this age, I think that men might be set in their routine and wouldn't be very inclined to change from a traditional soap bar to an all-in-one product. Another reason this product would do better in the college market would be that financially, it could be more cost efficient (depending on the price) to have 3 products in one at a reduced rate. Whereas older men would generally be more financially secure and able to make separate purchases for their favored shampoo, soap, and shave gel.
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