Male and female consumer buying behaviours Essay

Male and female consumer buying behaviours - Essay ExampleTwo calcium companies, Jan Stuart and Inner-Face also launched mens lines during the 1980s that flopped. Skin treatment lines for men have come and gone, because the population just wasnt ready. Said Pamela Baxter, VP-Marketing at Aramis. barely the expanding number of over-35 men led Aramis execs to believe that there is now a legitimate mens market. Aramis recently launched Lift Off, an alpha hydroxy acid (AHA) product for men. The overall mens cosmetic market is now too tiny to count, Baxter said, but Aramis estimates Lift Off could eventually account statement for as much as 12% of sales. However, it is still undecided on an overall marketing strategy. Its easier to sell a man if a char is with him, said Baxter. Aramis has two radio commercials in test in Kansas City, Dallas, and Miami. One targets men, and the other is aimed at women (Campbell, 2000). Men are often introduced to skin lotions by their wives or girlfrien ds. When Beauticontrol, a Dallas-based direct-sales cosmetics telephoner, introduced an AHA product called re-formation last year, We had wives writing to us saying their husbands were using the product and loved it, said Ed Hookfeld, director of product marketing. The company packaged the same lotion in a gray and black box, shot a new ad campaign featuring CEO Dick Heath, and renamed the product, Regeneration for Men. Wendy Liebmann, president of New York-based WSL Marketing, said there is a potential for growth in mens cosmetics, but cautioned against expecting dramatic sales increases. Youre talking about educating somebody who washes their face with soap and shaves, she said (Campbell, 2000). Chad Schexnyder of New Orleans remembers how it used to be approaching the counter of a local drugstore with a bottle of Noxema in his hand, the cahier accosted him. This is for women, she said with a dismissive air. Ive never seen a man buy Noxema.