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| Gillette logo and slogan |
I’m generally very frugal with my money and I tend to push
my products to the limit. My razors are not exception to the rule. I have been
using the same Gillette Pro-Glide razor for 2 ½ years and I’ve only replaced
the blades once. Prior to disposing this razor, my skin was rather rough and
damaged. Regardless, I am impressed with the durability of the product and Gillette
is in my evoked set so I purchased a new Gillette Fusion Ball kit. I must say
it has a very smooth shave and it looks sleek and cool with the stainless
steel, dark grey and orange. Gillette is a very good example of a product geared
towards masculinity and the male consumer. The companies’ slogan is “The best a
man can get” which summarizes their market perfectly. I notice that many
companies are starting to expand their portfolio to meet the needs of the male
consumer. Even brands that is typically feminine in nature. Companies such as
Dove and Clinique have launched a product lines for men. These product lines
typically have dark grey colours and black shades on their products. It seems
that darker colours are starting to associate with masculinity. I think that
Clinique’s extension to male skincare products is a great example of a gender-bending
product. I think that more gender bending products are becoming practical as
metrosexual consumers are becoming more common in today’s marketplace. The term
metrosexual came about in 1994 and it applies to men who live in an urban, post
industrial and capitalist culture. Since 1994, I think the market segmentation
of this demographic has increased significantly.
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| Clinique Mens product line |
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| Dove for Men |
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