For years, marketers have been asking themselves what women want, but maybe it's time to focus on a new question - what is it that men want?  More and more men are starting to realize the importance of cosmetics and personal care products in their lives, and with the right advertising, it's not as hard as it might seem to convince guys to splurge on a little ‘manly’ pampering.  How is selling to men different from selling to women, and what are the best strategies for reaching this market?  In this session, we'll cover the strategies of selling to men from the perspective of a successful men's brand and a male-targeted salon and learn what it is that men really want to buy. What You Need to Know WHO'S MAKING IT IN THE MEN'S MARKET? 

Jolene Schwartz is the President and Managing Director of Appearances For Men; a Men’s Salon, and Education/Research facility in Mt. Laurel, NJ. Her career spans over 30 years as a business professional during which she has been ahead of the curve, applying a creative, out-of the-box, innovative approach to business services and product development.  Jolene started a marketing and product development consulting business after inventing “Foamy Friends” Bath Poufs, which she licensed to Minnetonka Brands. She managed a team of domestic and International Product Designers, Sourcing and Manufacturing experts to bring product to market.   Jolene has two decades, studying men's grooming habits, setting up product samplings, interacting directly with men in Focus Sessions, participating in Grooming Blogs, Internet Chats … and learning how men understand and use product. Introduction

What’s the secret to great new product What’s the secret to great new product … how do you get a share of this $4.8 billion Category ? … Understanding and satisfying the customer and the market. I want you to remember two key words, Research & Innovation!  Research begets, awareness and understanding of trends, technology, materials, competition, consumer, market …and innovation follows. I’m an inveterate researcher, and I find the solution to a problem … is in the definition of the goal. If you provide functional, efficient product that feels comfortable, familiar, smells manly, but provocative, and speaks clearly how it works to men … Men will Buy.  Your Product must be where men are, Speak their language ... and Men will shop.  So start your Research …

Know Your Competition It's important to know the history and culture of your company, know who you are as a company in today’s market. It’s imperative that you know your market, but most important is know your Competition. Understanding your competition as well as you know your own company gives you a huge gauge to measure performance. Walk the aisles and compare your product. That’s right, go buy their products, everything in your categories and price points, mount them on boards for the marketing team. So how do you look on the shelf? Are you winning the graphic war, better yet are you making the sale? What is your market share? Find the weak spots in your entire product program, write your reports and brief the Creative Teams. Creative writes Product Brief, Marketing develops the Marketing Plan, Advertising and Sales do their budgets and production makes the best product on the market to win competitive market share. Innovation is the key to winning, and can revitalize advertising, distribution and sales even without touching the chemistry of your product …….. sometimes. .

Develop your Plan Producing a product, line or brand is a team effort, an individual doesn’t just dream up a “Magic” name and pass it on to a chemist … then to packaging … and the model maker … then turn it over to production … and release it to sales … and expect to find “Magic in a Bottle” resulting in massive sales. Product and Market Development is an integrated process … best results require simultaneous development by Creative, Marketing, Packaging, Production and Sales working together as a team with a common, well communicated goal. Once the goal has been set and defined and in practice by all … remember you need a strong communicator to lead the team and keep everyone working in the same direction.

Know Your Man What do Men think … What do Men like … What will Men buy? Where will he buy, why will he buy one product over another, and most important … why will he buy your product over all of the others on the shelves. Do you know their language, speak their jargon, and really understand men … and what they want to see in the marketplace? Research, Research, Research … Talk to men, you need to understand how they think, what they want and why they buy what they do … Forget your preconceptions, forget your marketing experience to women … you know men are waaay different. Men are pragmatic, they want to know why it works and how they’ll use it … before he buys. Men like answers/solutions; they do not use a product for a few months trusting to see “magical” results … the mechanic gene in them demands to know the process, to ‘feel’ the changes, and to ‘see’ results … like grabbing a wrench to tighten a loose bolt.

Know Your Man They want the same instant result in their skin care, not trusting to “Magic” to make it better in a month or so … so you start the development process by looking at real problems that your product can solve … men don’t fix things that aren’t broken … so whether it’s flaking skin, graying hair or dry elbows: make sure the product addresses the need. Ask what he currently uses, why he chose them, how he applies them and is he getting the results he’s looking for … then watch and listen! Watch how men use product … How men apply moisturizer … with their index finger.  Immerse yourself in all areas of interest to men … look outside of the box beyond yourself and H&B categories … study sports, cars, tools, fashion, sex … everything that appeals to men. Knowing and understanding your target consumer … is the path to Innovation and breaking the paradigm.

Technology and Innovation Let’s look back where Technology and Innovation have revitalized and extended products that were getting old and tired … Razors. Originally razors and blades were made out of Steel … problem was steel rusted. Next came stainless steel, the blades didn’t rust, but they also were not as sharp. Now we have titanium blades that are stronger, rust-free and stay sharp longer than any previous blades. The story doesn’t end there, more is better … and men always have to have “more better” toys, er sorry … tools. First there was a single, then double edged razor-blade, then Gillette came out with the 3 single edged blade, then the 5 blades … and now the Fusion “Power” Razor with vibrating cartridge head, adding a slicing motion to the thinner edged, re- engineered blades finished with low-resistance coating, which allows the blades to glide effortlessly through hair.

Technology and Innovation Lets not forget Gillette's on-board Microchip that regulates the power to ensure consistency shave after shave … an improved blade suspension system … and an enhanced Lubra-strip. This isn’t just advertising Hype, these technological advancements are REAL, they work and Men know the difference, men buy products that work! Material trends cross categories and you’ll be amazed where innovative ideas and new materials come from. You may not know Santoprene by name, but you DO know that amazingly soft, tactile, non-slip coating on high-end packaging, bottles, cameras, automotive controls … it was originally used for safe, non-slip, industrial, machine and tool handles and floor mats. Santoprene now has found it’s way into very high end products as a luxury suede-like coating that feels expensive and durable. New micro-encapsulation technology has migrated from food and medical applications to … Super Gels, slipperier shaving creams, lotions that Warm on contact, and more applications limited only by … Your Imagination.

Let’s look at Men’s Habits New plastics and molding innovations are allowing containers, dispensers and closures to be designed for very specific functions and applications. Combining blow molding and injection molding; the Injection/Blow-Molding process offers more design freedom and tighter dimensional and surface control with faster, cheaper, quality production … how do you know this? Research! Men are the ultimate multi-task’rs, they cleanse, shave, brush their teeth in shower … and they’ll try to time-save buying multiple use product if they can. You know every man has the ultimate multi-function tool, The Swiss Army knife. Men really dislike digging product out of a jar and applying products with their hands, and then spending even more time washing away the oily residue … Men’s favorite Tool? His hand, it’s the first tool he applies. He runs his hands back through his hair instead of a comb so …

Men’s Habits … design your product or package as natural extension of their hand. The Headblade is a Great example … this unique razor is designed to shave bald heads. It's a multi-blade cartridge head with 2 wheels on the front like a lawnmower, and a ring loop that fits on the finger. The use of this razor is totally familiar to men, it’s the same motion he uses when he runs his fingers through his hair … and Headblade knows a lot of bald men can attest to that. The Military Brush, you know the one … with no handle? The same ‘fingers-through-the-hair action … when the product form is the natural functional use mode for men, you don’t even need instructions to use it.

Why do Men buy? Physical Practical Need ... sometimes it's Emotional. The right Language and Education are very important … Nothing turns a man off quicker than trying to sell him something he doesn’t need or want … so Speak his Language. We all know men have no problem spending time and money on their cars … I made a skin care presentation to the Porsche Club of America group … so, I compared Skin Care & Car Care products by converting the language of Skincare, into the language that is near and dear to their hearts … CARS! Men don’t want skin “Care” … they want answers, a product that solves the discomfort and effects of the environment on their skin as directly as compounding (exfoliating) the paint on their cars. Men want and buy solutions to a problem.

Venus and Mars Make a list of the differences between men and women’s product use and buying habits. Men want tried and true, and Women will accept Hope in a Bottle. Men want a reason to use, Women will use because celebrities do. Men want Instant results, and Women will invest in the future. Men want no scent, and Women love scents and soft skin. Men want Men’s Stuff, not repackaged Women’s products. Women always try the newest thing, now that you have spent all this time researching, getting to know the differences, reviewing trends and innovation, it’s time to converge and apply all of this information and knowledge and get started on researching Product.

Product Development: Materials and Ingredients Once you have defined what your new product should be or do and you start combining ingredients … always consider and evaluate the Look/Color, Texture/feel, Fragrance /Smell, of your product. Will you be adding a feature or ingredient to make it more appealing or to support a function or certain marketing claims? In personal care the Trend currently is to highlight scientific terminology and report clinical testing to substantiate product claims. Men don't buy into this marketing strategy, they know the words game and just want to know that the product works.

Product Package Define where, when and how the product will be used and is the packaging functional, easy to open and use, comfortable to hold, won’t slip out of hands, even in the shower? Refer to product label; does the package reflect its contents and use? Scale - Really consider the size of the average mans hands … for example: Hairbrushes; have you noticed how small the handles are in comparison to a man’s hand? By the time a guy wraps his fingers around the tiny barrel handles he’s got a clenched fist that’s not comfortable to hold or easy to manipulate his wrist. Think tool, think function, think ease of use ... think out of the box. Design for visibility on the shelf, there are lots of choices out there, how are you going to make your product stand out ???? Brand it … use a strong name, make it relevant, easy to remember, so that it’s clearly a man’s product/brand, spend the time and money developing a great Men’s product with a name and back-story that shows it was designed and does solve men’s problems.

Product Labeling I see companies tacking a “FOR MEN” label on their generic or women’s product lines. Worse they distribute through their same Women’s product channels and wonder why men don’t buy their products and then quickly write that market off as unsuccessful. Labels should specifically identify who the product is for and what problem or problems it will solve. Copy needs to be specific and clear. Typeface should be Bold or Italicized (Like Faaasst ), guy’s are direct and don't read or appreciate serifs and flowery text. Color: Men don’t always like black … here’s a Jolene ‘Cape Story’. I was using a black haircutting cape and I found guys were complaining daily that they didn’t like seeing gray hair clippings contrasted off the black cape (where did they learn that?) so I purchased a royal blue haircutting cape … and not only did they comment on my new cape, but they stopped focusing on their gray. The cape color didn’t seem like much to me, but it surprised me at the affect on my guys.

Value Value is very important to men – they compute multiple and diverse factors rather quickly. Men are visual, their intuitive sense of scale and weight gives them the physical value judgment, but does the product look like it will solve the problem? Does the package text clearly explain how to use the product? Are the package graphics identifiable and explain the function he is expecting, and does it appeal to his sense of graphics. Does the color of the product (yes men want to see what they are buying), applicator, name and even the shape of the container meet his expectation for a first time purchase? Is it priced right? Men have a sense of self and can be very comfortable with others in his own environment, but will he be comfortable buying and using the product in an unfamiliar environment? Is it priced right? First sale to men is very price sensitive, if he likes the product and it ‘works’ for him, he will pay the premium price. Introductory lower volume and priced product allows him to Buy n’ Try, adjusting to the ‘everyday’ or premium price.

Marketing / Advertising There is conflicting research about who buys personal care products, men themselves, or women in their life? Now is the opportunity to market directly to Men ... if you know how! Niche marketing is easier than Commodity! The consumer is easier to see, he stands out and is easily defined by his niche or narrow purchasing preferences. he’s easy to reach, easy to price for, easier to trend-read, and package for. You don’t have to advertise in a forest of competitors in Niche, but why does Sales hate Niche? … Smaller market percentage. Some things to consider: the cost of developing your product and market is pretty much fixed, so you must price higher to compensate for lower sales volume. Niche market costs less to reach by its very definition. What’s so great about Commodity marketing? Obviously the more consumers a market holds, the better chance of finding customers and profits. Is it true? the cost of advertising to different markets is very different … Competition is the biggest problem of being in the largest marketplace.

There’s a comfort in playing in a huge market … but you must stand out, you’ll be competing heavily in price, value, and for shelf space. Remember “Math always wins”, every team component needs to work towards innovation, efficiency, trend analysis, and long term vision. How will men know about your product? You go to them, where they are, reaching out in their language via magazines, Internet, and TV. Educate men, explain briefly, and clearly why men need your product, tell them how your product is different … they will listen and buy. Where are men and where do they shop? Much of the increase in sales has been due to male specific stores and the internet, where men are educating themselves, shopping anonymously for products. I’m going to wrap up my presentation with a couple of Product Line Examples that WOW’d me as Innovative, well-defined, targeted Men’s Products.

Butch’s Bakery Butch’s Bakery clearly did their research, they make cupcakes designed specifically for a man's palate. Specially crafted confections like Rum & Coke - featuring rum-soaked Madagascar vanilla cake with cola Bavarian cream. The Beer Run- a chocolate beer cake with beer-infused butter cream topped with crushed pretzels. Then there's the Jackhammer - featuring chocolate cake with chocolate hazelnut filling and hazelnut butter cream. Cupcake Topping designs include Woodland Camo, Woodgrain, Houndstooth, Plaid, Checkerboard and Marble … Great Names and Ingredients support the Manly Deco and Tastes. “I thought this was just brilliant!”

Vitaman is an Australian line of men’s grooming solutions. Their Face, Body, and Hair Product, is all natural and formulated with Australian ingredients from Aboriginal natural healing traditions. The texture of the lotions are rich and non greasy, the aroma comes from the healing plants and herbs, but the best part is the products really work. I even had construction workers using the hand repair cream during the winter. I could go on & on about this one, I found it in 1999 when it first launched in the US … my clients loved it.

Thanks for coming out today; I hope we’ve given you a different point of view and lots to think about. Jolene Schwartz 2010 . “Innovation can only happen when you completely understand your market, your customer, your own business… and you do that with a planned goal, and lots and lots of research”.