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Anti-Aging Face Care For Maculine Men Series - Dilemma Of Seeking Out High Quality Men's Skin Care Products
One of the main conditions a business must meet in order to become a successful business is to be able to answer directly and affirmatively to the next question: Are you easy to do business with?
At first glance (and each subsequent one, too), the question seems either redundant, or absurd. "Of course," most business leaders would automatically reply to that strange inquiry, "we're incredibly easy to do business with. How can you ask such a silly question?"
For millions of men across the United States and the rest of the world, there is nothing easy about doing business with the product providers from the beauty industry - Masculine Mens Anti-Aging Face Skin Care Products. They actually spend a lot of their time and energy to locate quality products that do what the label says.
For all these men, doing business with the beauty industry product providers is not an easy thing. In fact, they waste so much time and energy trying to find quality products that are actually what they say they are.
Go Directly to Female-Centric Department Store Beauty Counters: Do Not pass GO
directly to department store beauty counters designed exclusively for the shopping pleasure of members of the 'opposite gender'.
Many of them refuse to let their masculinity go on the drain, while others do it as a compromise and go shopping for feminine products. They do it out of the desire to look good and to feel OK with themselves, not out of vanity, but out of necessity, as we all know how important is appearance nowadays and how people base their judgments and first impressions on the physical aspect of a person. Men need to impress their date partners, but they also need to feel good and comfortable about themselves.
These masculine men understand the need to keep the visible signs of aging at bay, to protect their skin from the daily shave, heat, cold, sun, and other environmental hazards, but they want to do it right and so they are selective about what they put on their face. After all - while that first impression may take mere seconds, it could be months, or years before he gets a second chance (if at all), to overcome the initial rejection. Conventional wisdom says that the opportunities that are truly once-in-a-lifetime, that shape the trajectory of our life path rarely come around twice.
Masculine men who want to gain every advantage deserve to have equal access (as their female counterparts) to the latest and best innovations in masculine anti-aging, face and skin care technologies. Having no other options, secretly and shamefully, some masculine men slink into department store beauty sections and awkwardly purchase Male Face Skin Care Products For Men as quickly as possible - and then leave just as quickly, before they're spotted by the wife of an acquaintance, or worse, before they're caught in the tractor beam of ever hovering beauty consultants.
Another example of how much consideration are men offered by the beauty industry producers is the Free Gift with Purchase incentives, promoted all year long in beauty departments. Now, let’s not even pretend that these offers are meant for the male clients that purchase same brands of skin care products as their female counterparts. No, lipsticks and make-up bags are not men gifts and this is another evident proof that this industry is not easy to do business with, when referring to the male point of view.
The explanation for this shameful situation is, of course, very simple. Great beauty industry leaders are well-aware of the fact that their primary target is the female shopper, so their products and incentives are meant to convince her buy products for you, not make you offers directly. Statistics say that 70% percent of all cosmetic products are purchased by females, therefore the producers reach their target and everyone is happy. Everyone except for you.
These incentives are meant to entice more and more women into buying expensive men’s anti-aging skin care products and they will do everything to convince you it’s worth spending the money on them.
But this is not actually a viable option. Drugstores are not offering something more than beauty department stores do. When it comes to the beauty industry, the producers highly stress upon quality and prestige, creating an exquisite image of their products. For that matter, there is a well-defined hierarchy between products found in department stores and those sold in drugstores and mass merchandise stores. Department stores brands are considered ‘high-end’, quality products that come with matching prices, not necessarily direct proportional with their quality.
The Drugstore Experience
Of course, some might argue: Well, what about drugstores? Masculine Men can go there and easily get the men's anti-aging, face and skin care products they need.
No, they can't. Drugstores are no more 'men friendly' than department stores, but for very different reasons. You see, the Beauty Industry is all about 'image' and there is a very definite 'hierarchy' between department store and drugstore brands. Department store brands are considered 'high-end' (or prestige) products - usually with price tags that match, but not necessarily the substance that gives them merit.
Anti-Aging, face and skin care products sold at drug and mass merchandise stores are
The On-Line Shopping Experience - and the Erosion of the Golden Rule of Retail Marketing: Put the Product in the Customer's Hands.
The COOKIE CUTTER Approach - Men are ALL the SAME
Many beauty industry leaders believe that online shopping can easily replace the department store experience, in the sense that men who find it troublesome to search for skin care products are embarrassed by looking through feminine cosmetics can easily go home, sit in their armchair, and carry out the shopping from there. They can access a very generous offer online and can purchase the products they need with little effort.
Beauty industry advocates believe that men can simply shop for men's anti-aging, face and skin care products in the comfort of his home. There's plenty of privacy (even more so if the package is delivered in a plain brown package), plenty of selection - try an on-line search for men's anti-aging, face or skin care, face or skin care for men, and be delighted with literally millions of web results and thousands of brands to sort through - some more prominent than others, and many of which have their own set of
And then there are the volumes of contradictory reviews - User A loves it, User B hates it, User C can careless and so on. By the way, have you noticed how many of these men's skin care product reviews are written by the women who bought them for their men? Where are the actual users - the men behind some of these reviews? Oh I forget, they'd probably rather people not know about the beauty regiment their women put them on.
Putting aside other people’s reviews and the beauty industry leaders’ claims that their men’s anti-aging skin care products are the best, choosing a product according to certain criteria and deciding if it’s worth the investment is, after all, a matter of personal interest and needs. Like with any other thing we buy, men need to hold the product in their hands, to check the label, to see whether the slogan of a particular cream resonates with his inner sense of masculinity and power, before deciding to invest in it. He must be convinced that product is specially designed for his skin care problems so that he can believe in its power and efficiency.
Actually, online shopping takes a lot of our time and energy, while websites are filled with unknown providers with no credentials or credibility.
There are many in the Beauty Industry who would disagree with this article series. In fact, they would shrug and say: "We don't understand what the fuss is all about. We're easy to do business with - you don't like our retail locations, you can go on-line. You don't use the pretty make-up bag of free lipsticks and mascara, then find a woman to give them to. Of course our products aren't artsy fartsy - they're not all pink and pretty and we've gone out of our way to make them 'man friendly'. What's wrong with recruiting women to do our bidding? What's wrong with marketing campaigns that seek to 'feminize' men? It's working isn't it? The new age, metro-sexual man is in and masculine men are now oh so passé..."
As tempting as it is to shred that viewpoint and reveal its caustic, ethical bankruptcy with an even more in-depth treatment than we've already given in this article series, we'll save it for another day and just take a quick look at one aspect - the Beauty Industry's cookie cutter approach to creating what it considers to be 'male friendly' men's anti-aging, face and skin care products.
If there were some chance to gather all men’s anti-aging skin care products available in the present on the market and if we were to place them together, we would be stricken by some visible similarities. First of all, you can’t help but notice the colors used for the label’s background – only earth-colors, variations of grey, black, blue and brown. These are colors considered by the beauty industry to define the portrait of the universal man. They actually think all men are alike.
Now zoom in on the label and you'll see the feminine influence from which most, if not all of these so called anti-aging face or skin care products for men were conceived. Among other feminine characteristics in disguise, notice how the over-whelming majority still rely upon the beauty terminology of their very female counterparts, e.g. serum, moisturizer, cream, etc.
These traditional terms and conditions applied so far for feminine products cannot render the same results when trying to describe and define men’s quality anti-aging face care products. In fact, rarely can we see that beauty industry leaders take into account men’s general preference for simplicity and functionality, rather than colored labels and strong fragrances. In fact, we can more often see how men’s standpoint is neglected and not taken into consideration at all.
While a moisturizer will still be a moisturizer, irrespectively of the term given by the creatives of the beauty industry, advertisers are especially creative when it comes to invent names and come up with definitions for their newly-launched products, in order to set them aside from the competition’s brands. For example, a moisturizer comes to be known as replenisher, renewer, lotion, balm, cream and so on. Instead of giving so many names for basically the same products and create confusion among customers who have no idea what they could do to their skin, the cosmetic suppliers could’ve come up with straightforward and clear definitions for their masculine line of cosmetics. This isn’t the case, because even the names invented for the masculine public, such as rebuilder or defense, are much more confusing than functional.
We cannot, however, completely dismiss all efforts of beauty industry leaders to create strong products that are specially addressing the male public. It is, in fact, true that their main target is not the man and investing big money in rebranding or rethinking market strategies so that their products can appeal to men is not, financially speaking, a wise move.
This situation is not caused because they don’t strive enough or because they don’t have sufficient resources- it’s mainly because the beauty industry strategies have been focused for such a long time on the feminine public, that now is too hard and too costly to change that general opinion that cosmetic products are meant for women only. The problem is the difficulty of breaking loose from the general perceptions and finding a way to satisfy the male’s preferences also. As a consequence, the approach towards marketing strategies and launching quality men’s anti-aging face care products is shallow and inefficient.
The 'Easy' Solution: Products and Positioning that Fit a Man's Nature - Masculine Anti-Aging Face and Skin Care Products For Men
A reliable solution to any problem can be found once you’ve identified the problem. In this sense, beauty industry leaders can come up with solutions once they find out what the problem actually is.
But what does this understanding mean? Well, it’s simply referring to acknowledging that, in order to create products that address only to men and in order to make them spend billions of dollars on cosmetic face care, the beauty industry suppliers should get rid of the old practices and conventional marketing strategies and reach out to the actual problems men face every day, to come closer to their present condition as a powerful and modern human being, whose self-respect and masculinity must be taken into consideration. This is the way to go:
* Think of men as masculine men and respect them for that- reach out to your customer’s actual needs. Speak your messages directly to men, rather than convincing women to buy cosmetic products for their husbands and boyfriends.
* Create products and packaging that masculine men are proud to own and talk to their 'buddies' about (not in fear or shame), instead of hiding in the bottom of the bathroom cabinet where there is no sunshine at all.
* Design your marketing strategies to appeal to men, rather than making them feel ashamed and overseen.
* Speak to men in a language they fully understand, give them comfort and give them respect by making your men’s anti-aging face care products appealing to their needs and preferences. Take into account their status and self-esteem and act accordingly.
* Accept the fact that men are very different from women and they have very distinct buying preferences and needs. They are in search of a whole different experience than women.
* Liberate the hoards of men walking with their heads down in department stores and drugstores in search for the cosmetic products they need. Let them raise their heads up high and feel confident and proud about shopping for face care cosmetics.
All men would be glad to take their business where they receive the respect and consideration they deserve.
This is the real challenge of the present beauty industry and it must be solved now, not tomorrow, not the next year.
Those who understand the present market’s needs and figure out ways to make their products appealing for men will succeed, no doubt about that.
On the other hand, Beauty Industry 'ostriches' who stay buried in the sand and who fail to act will find themselves - ironically - much like the masculine men they've ignored for so many years: on the outside, looking in.
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