Why the Beauty Industry Hates Men (Part IIIB)

"Secret Life" Male shoppers Skin Care Exposed - Part 2 of the Special Part 2 Details of

This article is a continuation of an exposé entitled. Why beauty industry hates men part IIIA - "The Secret Life of 'male shoppers Skin Care Exposed - Part 1 of a special 2 part details

cookie cutter approach - Men are all the same

There are many in the beauty industry, who would disagree with this article series. In fact, they will shrug and say .. "We do not understand what the fuss is all about We simply do business with - you do not like our little town, you can go on-line you can not 't use quite a make-up bag free lipstick and mascara, and then find woman to give them the course of our products are not artsy fartsy -. they are not all pink and pretty, and we went out our way to make them "man friendly". What is wrong with women's employment do not we offer? What is wrong with marketing campaigns that seek to feminize men? it works, right? New Age, metro-sexual man is male and people are now oh so passe ..."

As tempting as it is to dismantle the stand and reveal his caustic, ethical bankruptcy with more in-depth treatment than we have already mentioned in this article series, we'll save it for another day and just take a quick look at one aspect - the beauty industry access to cookie creating what is considered 'male friendly' men's skin care and men in the fight against aging products

If we collect any brand of men's skin care and men in the fight against aging products currently on the market and place them side by side, you will notice several things at once. First, the primary (background) colors - the vast majority of likely variations of black, blue, gray, and earth-tones - color of the beauty industry is seen as' masculine 'and refers to all people, and the rest of the' healing (bare-bones white) approach .

Now zoom in on the label and you'll see a female influence, of which most if not all of these so-called men's skin care products are conceived. Among other feminine traits in disguise, noted that over-whelming majority still rely on the beauty of the very terminology of female colleagues, for example, serum, cream, cream, etc.

of the traditional feminine beauty Emasculating conditions are for men who identify with the masculine ideal and strive to keep their men's pictures. And there is very little effort by the beauty industry to address men's general preference for simplicity and functionality of adjusting the basic terminology of men skin care products. In fact, the beauty industry is known for taking the opposite approach.

While the cream is still essentially a moisturizer by any other name, the beauty industry is an incredibly creative when it comes to inventing new descriptions as a means to set the brand apart from the competition, never mind creating confusion for consumers. For example, what is commonly known as 'humidifier' may be marketed under the name 'lotion', 'complex', 'balm', 'therapy', 'cream', 'Replenisher', 'hydrator', 'renewer' , 'food', 'will', 'raise' and so on. Even the descriptions that some men resonances, such as 'rebuilder' and 'defense', are still more confusing than practical.

It would be irresponsible to categorically reject the beauty industry efforts to create products that appeal to men. True, men's men are not the primary clients and you do not have enough purchasing power for the beauty industry to invest in a complete and expensive overhaul of their current practices to marketing men's skin care and men in the fight against aging products.

This is not so much a lack of effort or resources - it is a modern beauty industry as a whole, so neck deep in the pile of feminine beauty traditions and influences that are defined and limited beauty industry for almost 200 years that can not be relieved and find solutions must be sought outside the box. As a result, this approach is the creation and marketing of men's skin care and men in the fight against aging products are systematically cookie cutter and shallow.

"Easy" Solution: Product positioning, which corresponds to human nature - Men Face Care ™

Rocket Scientists would say that what we do is simple - once you know what to do. And in the same light, the resolution of the beauty industry billions of dollars One problem is easy ... Once you (the beauty industry) knows what to do.

What is knowledge? This is simply an awareness that, to engage men and women to enable them to spend billions of dollars by encouraging the beauty industry revenues and profits, it is time to put aside the old models and practices, and reach out to people on their terms, in their world, and in a manner consistent with their masculine nature. This is what it is:

° Respect for people as people - have the courage to look at your customer's eyes. Take a message directly to men, rather than expecting women to do the hard work the beauty industry.

· The creation of products and packaging that masculine men are proud of their own and talk to their "friends" around, rather than hide in the bottom of the bathroom cabinet in fear and shame.

· Design marketing campaigns that cater to men's men, rather than ignoring them and humiliate.

A · Educate people in a language that is familiar and acceptable to them about the benefits of proper male faces Care ™, so they make smart, informed decisions and enjoy the results and benefits expected.

° to accept that men are men buying preferences that are categorically different from women, and creating an experience that matches those settings - Men tend to "buy", while wives' store'.

A · Unleash the legions of "secret male skin care customers" from department stores, specialty beauty stores and drugstores, empowering them to hold my head up high, and taught them Ultra Men Face Care ™ solutions they want, need and deserve.

Men's Men - a qualified paying customers, would not you rather take your business where you know that your manhood is respected and appreciated

This is the beauty industry faces the challenge of -. Not next year, not next quarter, but now

visionaries who want to challenge and create ways to make it "easy for people to do business with 'will reap huge rewards and competitive advantages that they carry through the 21st century.

On the other hand, the beauty industry, "ostriches" who remain buried in the sand, which does not work you will - ironically - as men who have ignored so many years: from the outside looking in