My webinar on 4 tips to keep in mind when marketing to men (or the women that buy for them), based on consumer and shopper insights and advertising

1. sex
appeal
tips for marketing products to men
or women who buy for them
Sourabh Sharma
s.sharma@skimgroup.com
@sssourabh

2. Men are
from Mars
Women are
from Venus

5. Hetero
VS
Metro

6. Most men
are in
between

7. Self gratification
Indulgent

8. men buying
for themselves
women buying
for their man
VS

9. Tip #1
Don’t make
feminine
benefits
masculine
“Gender Contamination”
Jill Avery, Harvard Business School

10. aspirational
benefits
Clean
Scrub
Cleanse
Soft
Moisture
Hydrate
functional
benefits
“Leaves
skin feeling
clean”
“Leaves
skin feeling
soft and
radiant”

11. combined benefits
when women buy
for their men

12. Tip #2 Prevent the
emotional
negative
Razor burn Balding Dandruff

13. Be specific:
use the emotional insight
behind the fear
“For clean
and flake
free hair”
“Soothes skin
to prevent
razor burn”

14. Be specific: use
directive language
correct
hairlines
fuller
hair

15. Tip #3
Give men
the power
of proof

16. Use meaningful
parts or numbers
Clean + fresh
Showcase (clinical) proof
3 powerful nutrients
Avoid
extreme
numbers

17. Female
buyers
wish for
speed

18. Tip #4
Make the
benefit
healthy and
lasting
“24 hour hold”
“Styling gel with all day staying power”

19. Focus on health
not beauty
“Nourish your
skin with rich
lather”
“Fight dryness
and maintain
skin’ s balance”

20. Conclusion
Men are
investors,
they need the
product to
work and last

21. Conclusion
Men and
woman
emote
differently
Read our article in
Global Cosmetics
Industry Magazine
March 2015: “Sex Appeal”

23. Sex
appeal
Tips for Marketing products to men
(or women who buy for them) skimgroup.com
Sourabh Sharma
s.sharma@skimgroup.com
@sssourabh
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