Posted by Jennifer Wright on November 6, 2009 05:43 PM
Real men have touchably smooth skin! At least, the men who use the newly branded Vaseline for Men. The lotion claims to be for the face and body, and comes with an advertising campaign encouraging men to tone up their skin the way they do the rest of their bodies.
Which is great – but is it really going to have men buying lotion in droves?
Branding lotion specifically for men is a tough task, as Nivea proved last year. When they attempted to stock Nivea for men in the Men’s aisles of department stores, sales in the past year totaled a mere $210,000. No wonder Vaseline has chosen the unisex aisle.
Experts say that men dislike the idea of using lotion, because it’s typically associated with femininity. If that’s the case, the advertising spot may help to combat it.
However, the real difficulty may simply be that the prospect of wrinkles isn’t as terrifying for men as it is for women. While men can look rugged with wrinkles, women are often apt to see them as proof that they’re getting old. That perhaps explains why lotions for women are pinpointed to do things like “fight aging."
So, the real trick to make Vaseline for men marketable might not be encouraging them to work on their skin the way they work on their pecs, but rather. to tell them that, without Vaseline for Men, they will all look like lizards.