But the expanding number of over-35 men led Aramis execs to believe that there is now a legitimate men’ s market. Aramis recently launched Lift Off! , an alpha hydroxy acid (AHA) product for men. The overall men’ s cosmetic market is now too tiny to count, Baxter said, but Aramis estimates Lift Off! Could eventually account for as much as 12% of sales. However, it is still undecided on an overall marketing strategy. “ It’ s easier to sell a man if a woman is with him, ” said Baxter. Aramis has two radio commercials in test in Kansas City, Dallas, and Miami.
One targets men, and the other is aimed at women (Campbell, 2000). Their wives or girlfriends often introduce men to skin lotions. When Beauticontrol, a Dallas-based direct-sales cosmetics company, introduced an AHA product called Regeneration last year, “ We had wives writing to us saying their husbands were using the product and loved it, ” said Ed Hookfeld, director of product marketing. The company packaged the same lotion in a gray and black box, shot a new ad campaign featuring CEO Dick Heath, and renamed the product, Regeneration for Men.
Wendy Liebmann, president of New York-based WSL Marketing, said there is a potential for growth in men’ s cosmetics, but cautioned against expecting dramatic sales increases. ” You’ re talking about educating somebody who washes their face with soap and shaves, ” she said (Campbell, 2000). According to their studies, in the extremely aggressive globe of beauty, the brawl is on to benefit from the rising male enthusiasm for beauty products. In the previous three years, the men's action segment of the beauty business has witnessed most important doings in provisos of union and achievement and during manufactured goods commences.
Motivating it the entire marketplace that has developed some 70 percent in excess of the last five years and that brag a predictable global trade sales amount of $600 million. This number leaves away lavatory stuff such as shaving cream or fragrance, according to Mary John Baumann, executive director, Aramis and designer fragrances, part of the Esté e Lauder group.
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