As I go for my last shot, I notice I’m picking up a barely touched tube of face wash … Neutrogena Face Wash for Men, to be exact. This product gained my loyalty after sampling it when working with Neutrogena a few years back. Love the stuff, so definitely not willing to just toss it. I offer it to my cameraman who’s local and not getting on a plane. He says, “No thanks. Soap’s all I need.” All I could think was, “Dude doesn’t know what he’s missing!” But, then a quick flashback reminded me … how could he know?This seemingly inconsequential incident brought back memories of some unfinished business. Coming off that last project I had with Neutrogena, I also had the opportunity to pitch them a marketing strategy to penetrate the growing men’s personal care market – one of their under-performing areas. Then the usual holiday slow-down hit, followed by an un-usual slowdown – J&J, Neutrogena’s parent company, announced layoffs and any new marketing efforts were put on the back burner.
So, in the spirit of closure … Neutrogena, heed the Voice of Reason:
The men’s personal care market is still growing.
By 2012, U.S. retail sales of men's skin care is expected to increase more than 60 percent
Neutrogena’s value proposition derives from being recommended by dermatologists
Dermatologists are trusted advisors for women; not so much for men.
The Reason begs the question – so who are trusted advisors for men?
My barber. So, how about a sampling program in barbershops across the country? Like most men, whether it’s about a bbq joint, tv show, or skin care product, my barber says, “Check it out.” I do.
My gym. So, how about Neutrogena Body Wash in shower dispensers at the local gyms? Let men use, and get used to, the product … then offer samples to take home. Going to the gym is all about routine … make Neutrogena part of that routine … too easy. In The Reasoning, we call this Ritual Selection.
Neutrogena, I’ll keep it simple … men are creatures of habit and don’t like change – ask any woman who asks her man to put down the toilet seat. You make quality products; just get ‘em in our hands … you can become one of those habits we don’t like to change.
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