Trendwatch: The Mustache

If you stop and take a look around, you might notice a few more mustaches than you’re accustomed to seeing. One reason might be we’re officially in the month of “Movember,” and those manly lip dusters are there to raise awareness for testicular and prostate cancer.

But philanthropy isn’t the only reason men are wearing mustaches.

For whatever reason, the mustache has regained prominence in the world of man. From Ron Swanson to Ron Burgundy, skinny hipsters to NFL quarterbacks, the mustache is once again a symbol of style and masculinity. It’s the mark of a real man, and marketers like us are taking notice.

Check out these mustached pitchmen make a stand for their brand:

The NFL Fantasy
Maybe we can’t all run 4.2-second 40-yard dashes, but that doesn’t mean we can’t get in the game! Over the years, fantasy football has grown into an event almost as big as the actual games themselves; so to fuel the excitement, the NFL brought the fantasy to life with their quirky facial-haired spokesman:

Lean Clean Mustachioed Muse
You know what’s cool? Mustaches, duh. You know what else is cool? Rock’n out. Double duh. Check out this sweet jam for Method Hand Soap, by the People Against Dirty. Bet you can’t guess what’s on this crooner’s lip.

Power of the ‘Stache
Like a good poker strategy, a mustache never shows your cards. This means it keeps others guessing, boggled by its seemingly mysterious powers and mind-numbingly hypnotic effects. But before you intimidate anyone into folding their hand, one thing’s for certain — you gotta grow to know.

Maybe it’s silly or just plain juvenile, but there’s no denying that the mustache movement has hit its full stride. It’s a big deal these days, and it isn’t going away anytime soon. But why?

Well the secret is, well, mustaches are simple. And sometimes, that’s all it takes to stand out in a crowd.

So if not the mustache, what are some simple things your brand can do to be a little different? If you look around, chances are it could be right under your nose.

Written by: Immediate Consumption

It’s Raining Men …

IT’S RAINING MEN … OR IS IT?

You can ask just about anyone on the street about men, and you’ll get just about as many varied responses as there are hours in the day. For example, there are the 5 Types of Men Every Women Wants and the 5 Types of Men Every Woman Should Avoid. There’s also the 18 Types of Men You Should Date Before Getting Married.

With all this conflicting information about men floating around, it’s no wonder reaching them has actually become more difficult in the midst of the present social media marketing craze.

There is a significant amount of data indicating that men are far less likely to engage on Facebook. Women were almost twice as likely to post Facebook status updates as men were, and 18 percent of women update their status daily vs. just 11 percent of men. Women are also more likely to comment on posts and photos several times daily.

Let’s not overlook gaming, either. Once believed to be the sole domain for young men outside the locker room at the gym, women have taken over this area, too, with women making up 55 percent of the online gaming population.

Where are men left to turn to then? While women’s share of the social networking pie has increased recently, there are still a few social networks and online destinations where men still dominate, for now at least. User-generated news site Reddit is 84 percent male, Google+ is 71 percent and LinkedIn comes in at 63 percent.

Surprisingly, mobile, too, is a male-dominated medium. Mobile screens have a strong influence on male moviegoers. More men than women use their mobile devices to screen trailers (40 percent vs. 27 percent), pick a film (71 percent vs. 69 percent), check social media movie reviews and watch pre-trailer advertisements. Males were also more likely than females to check social media to see what friends think of a movie (38 percent vs. 33 percent).

One would think recent trends both in popular marketing and public opinion have made it more difficult to specifically focus on men. There exists quite a number of opportunities for brands to effectively engage this demographic almost exclusively via Facebook, mobile, LinkedIn and Reddit, to name just a few.

Written by: Rob Jewell

Be Attractive to Men

TO ATTRACT MEN, BE ATTRACTIVE TO MEN

If you believe what you read, you surely think men are facing a “crisis in masculinity” and that, in 50 years, we really will “all be chicks.” Instead, the definition of masculinity in contemporary American society is simply evolving.

In the recent post from Break Media’s Andrew Budkofsky, he addressed a study by his company, from which emerged themes about men turning regular life events into opportunities for male bonding, man time and exercising their masculinity. He cited “mansgiving,” a research participant’s annual guys’ get-together that included a “Die Hard”movie marathon and eating steak with their hands. This idea is similar to mancations, a concept entrenched in the lexicon.

An important truth is evident in these things. When spending significant amounts of time engaged in things not exactly macho, men respond to experiences that recognize and cater to them as guys.

So, what is the practical application of this for brands? It’s important to think about because, as has been discussed in this column, men today are more engaged consumers who exercise purchasing power not just in male-centric categories but in some pretty surprising places.

Let’s look at brands creating products and experiences for men across a number of categories.

• Shopping.A host of retailers has opened stores that cater solely to male customers, including Club Monaco, Hermès and Ralph Lauren. Brands like Coach and J.Crew have found tremendous success in their new men’s concepts. Bergdorf Goodman and Saks Fifth Avenue have remodeled their men’s floors, and Urban Outfitters created a separate catalog for men. Even Christian Louboutin, known for the brand’s red-soled stilettos, opened a store for men in August, the first of three men’s-only stores expected to help grow men’s shoes from 5 to 20 percent of the business.
  
  

Why the investment? These retailers recognize men buy more when they feel they are partaking in an experience intended just for them.

• Grooming. From the days of the old-school barbershop, this category has lent itself to distinct male/female offerings. But, for a while, the hallmark of the new-era barbershop was “babes and big screens”; today, you see grown-up versions of the guys’ grooming place — places where a guy can feel good about getting a cut (or a massage or facial). Whether Los Angeles’ Baxter Finley or Texas’ The Boardroom, these concepts appeal to the important male value of success, making you feel you’ve arrived.
• Eating. Mantry is the Birchbox of gourmet packaged foods designed specifically for men. The once-monthly shipments are comprised of selections that appeal to a guy’s sense of adventure and are interesting enough to make a statement about the man who serves them, keying in on guys’ desire for status.

• Deodorizing. Air fresheners are one category that, despite male usage, has done little to appeal to men. Guys who are not fans of bathrooms that smell like flowers can now choose Archer for Men. In scents like Hunting Lodge and European Sports Car with very man-friendly packaging, it’s priced at $12.50, about five times a grocery store air freshener.

• Houseworking. Philip’s “Man Iron” features dark colors and a sleek spaceship design. Accompanied by a cheeky YouTube video that teaches guys about ironing, this iron earned good press for the brand and presumably makes men feel better about their “unmanly” task. The iron joins other Philips “man” products including a hand mixer that looks like a pneumatic drill.
  
  

Across all these examples, you see a few commonalities: a clearly differentiated offering, a buying experience (whether real or virtual) that speaks to men, and distinctive design.

And the idea of designing for men extends beyond retail environments and physical products. Think about your secondary storefront, your website.

Men prefer to use websites that employ dark colors, straight lines, clean design and typography that are prominent and regular. They also prefer sites with motion. Some of these preferences are even rooted in genetic differences like visual-spatial abilities and the ability to perceive color. All this matters because research indicates preferences in site design translate into real dollars.

And, for marketers, that’s what’s it really all about. Not only is staging a uniquely male experience likely to make your brand more highly regarded by men, it’s an opportunity to have men transact with you more often, and at a higher average ticket. And, it can even give you a reason to charge a premium.

Written by: Steve Smith

Behind Every Good Man…

BEHIND EVERY GOOD MAN, THERE’S A GOOD WOMAN BUYING HIS DEODORANT

Ever see the movie Predator?

Not only is it awesome, but it gives society a deep glimpse into the male psyche with this iconic quote by former Governor of Minnesota, Jesse Ventura.

It’s unfortunate, but some men simply don’t have time for certain things of importance. So how then do our respective brands reach those guys?

Fortunately for us marketers, there are women.

It’s no secret women are shoppers. They take the time to compare and contrast products, they make trips to the dressing room, study ingredients and scour over Nutrition Facts. It’s an innate behavior that comes with the territory.

But the fact is, women are natural caretakers. Their shopping diligence is attributed to their need to provide care for friends and family. And when it comes to toothpaste, sheets or slacks, you’re darn right she’s going to make sure she brings home the very best.

With that, it only makes sense that sometimes the best way to get to a man is through his woman. Here are just a few examples of “Man Brands” that spoke directly to the queen of the house to get their product in the hands of his royal highness:

The Man Your Man Could Smell Like
With millions of hits on YouTube, there’s no denying Old Spice knocked it out of the park when they came up with the “Man Your Man Could Smell Like” campaign. But strip away the clever banter and ever-changing backdrops and what you really have is a brand for men addressing women directly. Needless to say, it’s a classic play that paid off in a big way.

Written by: Immediate Consumption

The Less Masculine Side…

THE LESS MASCULINE SIDE OF MARKETING TO MEN

Over the last couple of years, the number of men readily accepting things previously associated with females only — makeup, moisturizer, the color pink, etc. — has grown, leading many brands and designers marketing to men to create products geared to the less-masculine guy.

As in marketing to any demographic, marketing to men requires an understanding of male consumer behavior and why men make the choices they do, and this particular change in male behavior might actually be linked to evolutionary psychology and female preferences. Women are the more finicky sex and tend to search for healthy-looking, high-quality males. As the level of resources in a woman’s life increases (for example, she becomes more financially stable and independent), so too does her preference for good-looking men. This could mean that women today find less-masculine — and therefore somewhat “metrosexual” — men more attractive, and men who want to attract these women are doing their part by eating healthier foods, carrying “murses,” wearing designer loafers and practicing better hygiene.

There has been an interesting shift in how advertisers are now marketing to men. With a rising number of beauty brands, such as Clinique, Birchbox and Nivea, now catering to men who have newfound beauty routines, while accessories and fashion brands, such as Diesel and Lanvin, are creating satchels and totes, as well as more vibrant and feminine apparel, specifically for guys. However, fashion is not the only area where marketing to men is becoming more feminine. Technology pieces, whether it’s a wristwatch or phone, are now more sleek and sophisticated to appeal to today’s more stylish man.

Written by: Katherine Vong

Male Advertising Stereotypes…

MALE ADVERTISING STEREOTYPES ARE BACKFIRING

Advertisers may want to rethink how they depict men in their advertisements. New research has found that typical depictions of men using over exaggerated male stereotypes actually have a negative impact on men’s willingness to buy a product.

Some men’s negative reactions occur because they are offended by advertisements that depict these negative images. Men are mostly offended because they feel these ads do not depict them in an accurate and positive way.

This research holds particular importance to companies and marketers who are looking to capture the male market. Additional research has found that men are the main shoppers in almost one in three households. Taking advantage of this market may be as simple as tailoring advertising campaigns that depict men in a more realistic way.

Written by: BusinessNewsDaily

What Would Dad Do?

Sometimes men get in over their heads. But do they call for help? No. Of course not. Instead, they lean on the lessons they learned from the guy who was there from the start … Dad.

If there’s one individual who has influenced man more than anyone, it’s the father figure. Dad sets the bar. If Dad changes his own oil, if Dad cuts the turkey, if Dad thinks the designated hitter ruined baseball, well, then you know who follows suit.

Fact is, a man’s father makes some of the longest-lasting, most impactful impressions in one’s life. And these impressions run deep.

If you can find a way to tap into that bond a son shares with his father, then you’ve found an opportunity to make a strong brand connection. Here are a couple of brands that leaned on the big guy for a little bit of help:

What’ll Ya Have?
The drink in your hand says a lot about you, especially to other men. Last thing you want is to say the wrong thing. So what’s a man to do? That’s right. What would Dad drink? Canadian Club picked up on this quandary and came up with an unapologetic print campaign that answered the question for a handful of worrisome guys.

Who Taught You How To Drive Like That?
Dad’s teaching their sons to drive goes back as far as, well, the invention of the car. But what goes back even further is man’s love for excitement and power. Back in 2006, Ford tapped into Dad’s sweet tooth for speed to launch their new line of Mustang GT’s … while conveniently leaving out any warnings about speeding tickets.

Understanding the relationship between men and their fathers can be a valuable way to connect with your male audience. When done right, your brand has the ability to create a bond that lasts for years and is passed on from father to son. And that’s a good thing!

Written by: Immediate Consumption

What Men Really Want

Father’s Day has come and gone, but, hopefully, not too long ago to allow you to regurgitate a memory of the advertising and editorial surrounding it.

As I watched it blow past in realtime, I was struck by this thought: Men are still enigmatic — even to the people who know them best — their wives and children.

Clearly, it’s not just single women who wonder, “What do men want?”

Hollywood, practiced at predicting tastes, long believed men wouldn’t see an action movie with a female lead, only to be forced to rethink this by the success of films like “The Hunger Games” and “The Girl with the Dragon Tattoo.” Network television has had its recent misses, too. Take the triplet of new shows that blipped on and off the radar — “Man Up!,” “How to Be a Gentleman,” and “Work It.” While not targeted specifically to guys, their depiction of men was so vapid, the shows turned off just about anyone who tuned in.

Men are tough to pin down right now. A moving target is hard to hit, and guys, particularly fathers, are in motion.

The number of stay-at-home dads has more than doubled over a 10-year period.

Almost 9 in 10 dads indicate they are spending more time actively engaged with their kids than their own fathers did with them. Men are increasingly in the role of primary decision maker for consumer goods purchases; more than one study even finds them doing more than half of household grocery shopping.

And, with shifting roles come shifting values and new ideas about what’s valuable from a brand. Here are a few things worth some thought:

One Size Doesn’t Fit All
One industry pub devoted the cover story of its Father’s Day issue to advertising’s pendulum swing from the “Doofus Dad” to “Super Dad.” It made the point that most dads are neither. What guys want is for advertisers to recognize this, just as dads (and moms) recognize stereotypes. And, it’s not just creative messaging that needs to be evaluated; new roles mean men are consuming content in new dayparts and new programming. While sports may still be the place for achieving mass reach, messages for certain categories can find more relevant homes.

Illustration by: Tavis Coburn

Elastic Masculinity
There are times where guys are men’s men, and there are times when they’re, well, not so much. Men are negotiating a balance between personal values and societal views of masculinity. It’s not just in their domestic roles, either. Last year, global skin care sales to men rose 17%, and men accounted for 9%, the highest ever, of all elective plastic surgeries. There’s an inherent tension between the way men feel and behave, and what they think society expects of them. It’s real. And guys will enjoy the humor in it when it’s handled respectfully.

Enduring Truths
Thank goodness, there are still things that seem hard-wired. Men are more concrete, more linear, and more solution-focused. They don’t enjoy the decision process as much as their female counterparts. Their satisfaction is still in the consummation, and shopping is a tactical strike.

For marketers, this presents some opportunities, particularly in the area of digital. Think about how your brand can expedite the decision process, getting guys’ answers faster and persuading with information. After all, men are digitally enabled shoppers. Seventy-two percent check prices online, and 56% read online reviews. Those numbers are significantly higher for key categories, like automotive, exercise and, yes, food/cooking.

Net: The state of men is in flux and is likely to remain that way for some time. As men forge new roles, advertisers need to be in touch with their target and understand where, on the wide spectrum of masculine behavior, they fall as it relates to the category. We’ve come a long way, dude.

Written by: Steve Smith

The Final Frontier in Male Grooming?

IS “FRESH BALLS” THE FINAL FRONTIER FOR MALE GROOMING

Masculine hygiene, which may be the last frontier for the personal-care industry, is getting a new push, thanks to Morgan Spurlock’s new film, “Mansome.”

Certainly Procter & Gamble and Unilever have tried — making liquid soap for cleaning all male body parts into a massive growth industry. But products specifically for men’s nether regions still significantly lag behind those for women.

No more, perhaps. Mr. Spurlock has uncovered a promising product — Fresh Balls — promising to keep the land down under dry and fragrant without resorting to allegedly carcinogenic and irritating talc. Ingredients include tea tree oil and oatmeal. The Las Vegas company behind Fresh Balls has been at it since 2009, landing placements on Howard Stern and Jimmy Kimmel among other shows, but Mansome gave it the best exposure yet, complete with filming of a focus group of men trying the product (discreetly).

While Fresh Balls is carried by Amazon and other fine online retailers, it continues to struggle to find space at the local Walmart. And other players will have to keep up the good fight, despite setbacks.

P&G, for example, once worked around the turn of the millennium on a pad to soak up the dribble men leave behind after using the bathroom, according to people familiar with the matter. R&D folks even calculated how many drops men on average dribble into their undergarments daily (the people familiar don’t recall the details, but rest assured it’s shocking).

Even so, the project, jokingly called “the dick wick” by some, never got traction with consumers, and some P&Gers even believed it was little more than a way to toy with interns. A P&G spokesman couldn’t find much about the effort so many years after the fact, but said it was never a formal project.

Written by: Jack Neff

IN SEARCH OF: MAN’S NEXT ___________.

When asked, “Why do you want to climb Mt. Everest?” George Mallory replied simply, “Because it is there.”

A very telling reply, no doubt.

Inherently, man isn’t designed to sit still. Man is a doer. He’s constantly searching and exploring, always in pursuit of the next great thing to which to dedicate his attention.

Understanding this dynamic not only opens doors into man’s psyche; it provides us marketers with an opportunity to turn his head and look in our brand’s direction.

Discover when Man might be on the lookout, and your brand might just gain the inside track. Here are a couple peak times when man might just be on the hunt.

Down … Set … What?
Football in the United States is more than a sport; it’s a way of life. From Friday Night Lights to Super Bowl Sunday, guys are geared up and dialed in, celebrating the pastime with raucous tailgates, living room high fives and tales of glory–day lore.

But when that final whistle blows, guys face a dismal five-month pigskin drought. Fortunately, with every ending comes a new beginning, meaning this is a prime opportunity to sway man’s attention to something new. So instead of scoreboards, turn his head towards your brand. You might just be able to keep his attention until the next kickoff.

Black Friday is Man Day!
The day after Thanksgiving has ceremoniously turned into a shopping Super Bowl for the Ladies. But while they’re out trying to bag the biggest bargain, Man has the house all to himself. And that could mean only one thing — he’s on the prowl.

So why not get his attention and fill his window of freedom with your brand? It could pay off big — and considering most guys will be knee deep in twinkly lights and tinsel before too long, it’s a gesture the guys will appreciate.

No matter what purpose your brand serves, there’s a lot of value in getting a guy’s attention when he’s in need of something new to fill his day. Catch him at the right time, and you’re sure to reap the reward.

Just remember, hunting season is always right around the corner. If you play it smart, your brand might end up in man’s crosshairs.

Written by: Immediate Consumption