Health care products men squidoo6/2/2023 ![]() Making it easy is a great way to cultivate loyalty with men - and once they’re comfortable with a brand, they’re likely to stay with it. Boateng says that most of Ceylon’s revenue comes from repeat customers and the brand’s subscription option, whereby customers can sign up to have the same core set of products shipped automatically every six months. Reis suggests that brands that offer a selection of samples at a low cost or a subscription saving can help overcome men’s in-built hesitation. “In conjunction with live streaming and educational interaction, these sets are a great way for men who are perhaps hesitant to trial a brand,” explains Jensen. ![]() According to Jensen, sales of skincare sets for men hit record highs in early 2021, up nearly 30 per cent from the same time last year. While unisex appeal may be broad, Dr Jack, Boateng and Jensen all note that there are some differences marketing to men, with a core emphasis on simplicity. ![]() Patrick Starrr’s One/Size cosmetics brand builds on the philosophy that makeup is one size fits all. Bodycare line Nécessaire and skincare line Youth To The People have both crafted strong unisex appeal through simple, pared-back packaging and gender-neutral language in their marketing. According to the brand, male-identifying customers comprise well over 20 per cent of total sales. Similarly, cosmetics line One/Size was founded by content creator Patrick Starrr with a philosophy that makeup is one size fits all. The brand was launched as a partner to beauty website Very Good Light, created by editor and digital entrepreneur David Yi. SuperOrdinary has recently made an investment in Good Light, a genderless skincare line that has the tagline “Beauty beyond the binary”. The unisex approachĪ brand does not need to be exclusively masculine to win over male customers, and some would argue that a unisex approach is more modern. “A key focus of our marketing is on education and creating a space where men can be comfortable learning about skincare and beauty,” he says. Likewise, Dr Jack uses his personal Instagram profile to host IGTV and Live sessions, answering questions from his followers about skincare and demonstrating treatments and uses of his products for men. And ultimately, skincare is about health.” “For us, our highest goal is giving people agency to make very informed decisions about their health. “There’s no Sephora for guys there’s no place where they can go and learn about skincare from a sales assistant,” explains Boateng. Both of these serve to integrate the brand culturally within their customers’ lives, as well as educating them on skincare. It also has a podcast called City Boy Radio available on Spotify. Ceylon often takes to voice-activated social media app Clubhouse for a panel series called City Boy Group Chat.
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