Out of a myriad of ads that I've seen recently, one especially caught my attention - Dove Men+Care http://content.dove.us/mencare/TV.aspx. Set to the tune of the William Tell Overture, the premise is about men getting comfortable with who they are, i.e., in their own skin. The spot certainly grows on you both on TV and radio. The question is will it make a connection with the male audience?
Dove has long had breakthrough advertising that stands out in a category that is synonymous with a sea of creative sameness. The Campaign for Real Beauty, http://www.campaignforrealbeauty.com, was brilliant in its execution and the simplicity of honoring the inner beauty of all women, not just waif-like size zeros. Women recognized themselves in that campaign and related on all levels. Dove products flew off the shelves. The campaign was the impetus behind the Dove Self Esteem Fund that has made a difference in the lives of hundreds of young women.
Dove is tapping into the territory that Nivea for Men has owned for a long period of time. The opportunity is ripe. Men are spending more money on themselves and their personal grooming. Hair removal products for men is one of the fastest growing niche segments. According to the International Spa Association, one-third of all customers are men. Men- only spas, like Nickel Spa in NYC and the Grooming Lounge in Washington D.C., are springing up to meet this new demand. Men are realizing that good grooming means good living. Women certainly take note as well.
Women are still the principal shoppers for consumer products packaged goods. Will women buy Dove Men+Care products for their significant others? Transitioning traditional women's products and brands over to men is tricky and littered with failures and missteps.
Does anyone remember the ill fated Talbot's for Men stores? Believe it or not, there were twelve of them at one time offering high quality men's clothing in traditional fashions. It was thought to be a great strategic brand extension strategy. Why is that? The overwhelming percentage of shoppers in men's stores is women shopping for men (greater than 60%). Apparently they didn't frequent Talbot's for Men, now in the retail graveyard.
The same holds true for Liz Claiborne. The Liz brand has tried for years to sell to men. Claiborne Men, "Claiborne" and Claiborne by John Bartlett are just a few of the men's brand incarnations, none of which have gained appreciable traction. The crossover from women to men isn't for the faint of heart from a branding or strategic orientation.
Dove Men+Care is entering the market at the right time - the climate is right and the interest in men's grooming has never been higher. To be successful, the product needs to sell to women and men equally. It needs to be distinctive and stand on its own merits, not just tap into the halo of the Dove women's products.
Great post, Bill. Dove does a great job of marrying consumer insights with brand strategy. I hope their new campaign for the men's line sees the same successes the real beauty campaign has.
As a marketer, I've been captivated by Dove's campaign since day one. As a mother of young girls, I find their website loaded with tips and information on building self esteem with a focus on natural beauty. And, how smart to partner with Girl Scouts! I love what Dove offers on the site - above and beyond product info. I've referred friends to their site. I've NEVER done that. They've taken beauty care products to a different level, by connecting with consumers in both a meaningful and helpful way. I also thought the Dove sample for Men in the Courant on Super Bowl Sunday was brilliant. Will my hubby buy or use Dove products as a result? Probably not, he just uses whatever I put in the shower. But, I'll buy them and he'll have no choice. And I'm sure that's exactly what Dove had in mind.
I think that it'll be a steep hill for Dove to climb. Just the name of the brand alone, Dove, will leave the "manly" men running for products like Old Spice, Irish Spring and Axe. Men are becoming more interested in personal grooming, true, but there is always going to be a barrier that companies need to break down in order to push them to the next level of acceptance.
Dove has a difficult challenge to not only get men to bypass their very name, but their brand image. They will need to rely on being a successful, and established brand, a few creative ads, and the gentle push from our significant others in order to get us to consume a larger chunk of market share that Dove is striving for.
Bill, thanks for the link--I enjoyed the campaign. However, I'd bet you a lone star BBQ that no respectable cowboy here in Houston, TX would use Dove Men+Care. Fortunately, when it comes to America at large, cowboys are in the minority. I concur with you that the climate is right and the interest in men's grooming has never been higher.I look forward to their success with their men's care line; as a proud leg-shaving cyclist (and non-cowboy), I may even sample it.