Can Marketing Towards Men Increase The Profit Enough?

By Author: Jan Wilson
Total Articles: 37
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It has always been peculiar how men veil their vanity. It is not often the topic of much conversation; however, many men have been caught using their wife's or girlfriend's beauty products. What started with shower poufs or body wash, many of these products now designed for men have become a commonality in the showers of single men. Marketing and packaging have provided men with manly looking products who's sales have benefitted dramatically as a result. The trend of men purchasing beauty products is now not only limited to products like sport scented body wash, it seems that many men a have delved into the anti aging market.

What started with simple changes such as a home gray hair removing kit, men began using products to mask the appearance of their age many years ago. But with the major advancements in the anti wrinkle market we are noticing a major shift in the thought process of male consumers. Regardless of scent, packaging, and type of advertisement men are now accounting for nearly 50% of the wrinkle cream purchases in the United States.

While most men do not buy multiple wrinkle products ...
... to use in combination with one another as many women do, they are certainly drawing attention to the sheer number of purchases they are making. Anti aging merchants have been considering a shift in marketing to include a more male friendly approach for quite some time. However, with the expense of such a change and the surge of male purchases, many merchants are asking if the change is even necessary.

Proponents of making a directional change in marketing campaigns, lobby that by focusing their energy on male advertising, cosmeceutical companies can further exploit this relatively untapped market. Alot experts feel that that this direction can increase total sales by an amazing 15%. A change of that size certainly demands consideration especially given today's economy.

That economy is the very reason that many marketing experts discount this change. They certainly agree with the potential of penetrating further into the male demographic, but disagree with the expected gains. Supporters of this argument feel that the complete overhaul of product packaging, promotion and advertising expense is formidable. And while sales may go up, they are apprehensive based upon consumers response to the recent economic trouble. If the gains in sales percentage are not what is expected then many companies are exposing themselves to an undo risk, especially since men already account for nearly half of all the products purchased.

So as the holiday crush will soon be over look to see how merchants respond to the year end increase in sales. For many retail merchants a sizable portion of their annual profit is gained during the holidays. Depending on what those numbers look like, we may see a change in the marketing direction of many companies. However, if sales do not go as well as hoped for, we may see a continuation of the same old marketing approaches.

Regardless of what these corporations choose, it certainly brings to attention the expanse of the cosmeceutical companies into the middle-aged male demographic. The very debate at hand is quite shocking to many older men. An rise in the vanity of middle age men seems to strike everyone differently. In fact, many men admit to using these products around the house, but many also say that they would not tell their friends about it. Whether men are comfortable with their vanity or not, they are assuridly making merchants and advertising consultants both stand up and take notice.
Jan is a skin care consumer review reporter and contributing author for wrinkle cream reviews sites.