So how are beauty brands targeting men – without threatening their masculinity in the process?
(Siri, play Two And A Half Men theme song).
This is how.
No glow-getters here. It’s all about the macho-naming. It seems gender stereotyping is the first step in bridging the gap between beauty products and the male customer base.
Sharp, direct, and tells you exactly what you’re going to get. Bottled burliness. Nice.
2. Hunter Lab.
Studies say in the palaeolithic times, men hunted for food and high-quality cleansers.
Go-To’s macho brother. Because if you’re not bro-ing out with your skin, you’re bound for breakouts.
We’re still a long way away from a fluro-pink beard-oil brand. For now, it’s minimalism to the max. Think black packaging, matte textures and heavy typography.
A Sturdy Tone Of Voice
Brands aren’t wasting words. No whimsical woowoo. No fluff. With a sophisticated, direct tone, they’re getting straight to the point. Descriptions are ‘strength’ based such as Power Serums and Facial Fuel.
Unless of course (now pay attention here), they create a tone that is so simplistic, it actually becomes cheeky.
Okay self-aware kings.
Knowing thy audience is important. Speaking their language is too. But when it comes to male beauty branding, there’s wiggle room to break stereotypes. To surprise and delight customers, not just appease them. This creates further brand recognition and loyalty. And probably smoother skin, too.
Creating a product for men? We can help with that.
Need a tone of voice to match? We’ve got you, bro.