It’s metrosexuals versus macho men.

3/10/10

Dove’s introduction of Dove Men+Care has created quite a stir, at least within the industry. The recent launch of this line for men with sensitive skin has prompted competitors to tout the superior manliness of their own products. Old Spice is urging women to get their men to stop using “lady-scented body wash”, while Gillette is saying “Just because it says it’s for men doesn’t mean it is.” (Neff, 2010)

It’s an interesting debate. And where men net out will likely depend upon their own self image. My husband for one, rejected the Dove Men+Care proposition in its entirety, based on his belief that he needs a strong soap. (Ok, he is an Irish Spring loyalist.) But, I know several men with sensitive skin, who were already using Dove products before the launch.

Which group are you a part of? Do you relate to the Dove Men+Care positioning? Or are you sticking with a more macho brand?

Neff, J. (2010, March 8). Male Call: Marketers Jump of Men’s Grooming Trend. Adage.com. Retrived March 10 2010, from
http://adage.com/article?article_id=142655