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Personal Grooming Marketing Essay

1842 words - 7 pages

Propose a type of message appeal to be used in the advertising, making sure to explain the rationale behind the appeal.

Personal grooming products consist of deodorant, shaving cream, hair trimmers, skin care and cologne to name a few. Personal care products is aimed specifically at men, which accounts for $4 billion in our current retail industry. The advertising vehicle to be used is through television and digital marketing .Men want to be perceived as technically well informed, strong and healthy and well groomed. The proposed opening message would project a scrawny or over weight fellow who has poor grooming habits and smells bad. His hair would be long and unkempt and wearing a beard that has never been trimmed. Displaying unkempt hair and obvious body order with an old flip cell phone and beautiful women would either ignore or shun this person all together. It is clear this person is a loser but if he utilizes our personal care products, he will immediately become clean-shaven, trimmed, and stylish with the latest smart phone, clean and up to date clothes and clearly smelling good by the reactions of those nearby. His transformation is so great it appears as though he is a movie star indicated by his increased charisma. This becomes obvious because he has beautiful women surrounding him giving him clear indications that he desires them and he has the approvals of males by them admiring the women who want to be in his company.
Men in the age ranges of 18 to 35 have a very strong sense of health and style that affects their self-esteem. Most in this group have a sports or music celebrity they admire which defines for them what it means to be a man. The message of a scrawny or an overweight male with poor grooming models what is undesirable in a male. A man with style will have our personal care products clearly showing him to be a well-groomed, healthy and high self-esteem male. Our personal care products will boost our consumer’s self-esteem by improving their looks, having them smell better and having a healthier appearance thus enhancing self-esteem. An example of messaging that must be modeled would be after the Old Spice commercials whose message is simple and encompasses messages for both men and women.

Analyze the different cultures this product will appeal to and make recommendations on which three (3) would be the best choice.

There are many nationalities and cultures within the United States and the majority of the cultures cover a wide range of nationalities such as Whites, Native Americans, African Americans, Hispanics and Asians. The fastest growing cultures in America are African, Hispanic and Asian Americans who are proving to be major contributors to the US Economy because of their increase in purchasing power. The minority groups that contribute to the overall US economy by their growth are African, Hispanic and Asian Americans. Focusing on cultures that are growing with an increase in purchasing power are African,...

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