webinar "sex appeal - capturing differences in gender appeal in consumer behavior"
TRANSCRIPT
sex appealtips for marketing products to men
or women who buy for them
Robert Dossin
@rdossin
Sourabh Sharma
@sssourabh
Men are
from Mars
Women are
from Venus
Hetero
VS
Metro
Most men
are in
between
Self gratificationIndulgent
men buying
for themselves
women buying
for their man
VS
Tip #1
Don’t make feminine benefits masculine
“Gender Contamination” Jill Avery, Harvard Business School
aspirational benefits
Clean
Scrub
Cleanse
Soft
Moisture
Hydrate
functional benefits
“Leaves skin feeling
clean”
“Leaves skin feeling
soft and radiant”
combined benefits when women buy
for their men
Tip #2 Prevent the emotional negative
Razor burn Balding Dandruff
Be specific:
use the emotional insight
behind the fear
“For clean and flake free hair”
“Soothes skin to prevent razor burn”
Be specific: use directive language
correct hairlines
fullerhair
Tip #3
Give men the power
of proof
Use meaningful
parts or numbers
Clean + fresh
Showcase (clinical) proof
3 powerful nutrients
Avoid
extreme
numbers
Female buyerswish for speed
Tip #4
Make the benefithealthy andlasting
“24 hour hold”
“Styling gel with all day staying power”
Focus on health
not beauty
“Nourish your
skin with rich
lather”
“Fight dryness and maintain
skin’ s balance”
Conclusion
Men are investors, they need the product to work and last
Conclusion
Men and woman emote
differentlyRead our article in
Global Cosmetics
Industry MagazineMarch 2015: “Sex Appeal”
Sex appealTips for Marketing products to men
(or women who buy for them) skimgroup.com
Contact us
Robert Dossin
@rdossin
Sourabh Sharma
@sssourabh