In 2010, the popular Dove brand, owned by London-based CPG conglomerate Unilever launched the Men+Care product line with a single target market in mind: Men. Known as a successful women’s brand, the original Dove line includes antiperspirants/deodorants, body washes, beauty bars, lotions, hair care, and facial care. The new Dove Men+Care line features face and body wash, hair shampoo, deodorants and more.
In the featured ad, Dove Brazil introduced the Dove Men+Care brand extension with an exclusive men targeted advertising campaign. CPG companies across the world have started to shift their marketing strategies by creating products for men that were “traditionally” designed for women.
Men constitute an attractive target market for the growing beauty industry, especially the emerging market in Brazil. In 2012, the beauty market in Brazil generated $42 billion in sales, accounting for 10% of the world market, third only behind the United States and Japan. According to the Brazilian Association of the Cosmetic, Toiletry and Fragrance Industry (ABIHPEC), the beauty sector has grown in average 10% annually since 2002.
Societies across the world have different opinions regarding Men’s personal care. In 1994, the term “metrosexual” was coined, derived from metropolitan and heterosexual. “Metrosexual” describes a man who is especially meticulous about his grooming and appearance. Brazil is a country where people pay especial attention to their appearance; men are no exception. The country is well known for its beaches and the sculpted bodies of men and women that walk Ipanema beach in Rio de Janeiro.
Corporations around the world will continue to recognize the value of targeting men through “tailored” products; ad campaigns such as the presented one will continue to arise as societies embrace men investing more resources in their personal care.