Marketing hand lotion to people with dry skin should be an easy task. Right? Wrong. Especially when men are your targeted market.
For the most part, men don’t like lotion. In fact, they hate it. If you don’t believe me, take a look at most guys’ hands. They’re dry, cracked and in some serious need of lotion.
So, how does a company get men to use hand lotion?
Just ask Vaseline.
Vaseline did what all brands should do: they took the time to understand their audience in order to speak their language. Most men use lotion only when they have to. They use it as a last minute; last ditch effort for skin recovery. In an attempt to make this use relevant, Vaseline decided to tap into working out as an overarching theme. Have you ever seen men’s post-workout rituals? It’s normally chalk full of protein and nutritional supplements that help their bodies heal.
Notice a recovery parallel here? Yeah, we thought so.
Also, by referencing exercise while talking about skin strength, Vaseline is able to show its product’s benefit in a meaningful way to their audience. Exercise makes muscles strong. Vaseline makes skin strong.
Oh, and an extra kudos to Vaseline for not distilling their brand message down to some stereotypical macho man speak. I’m looking at you, Dial.
No comments:
Post a Comment