SAILORBAGS MELE & CO.
By placing these affordable products within arm’s reach, sales trickle in.
“Creating a nook or small display table for men close
to the front or a sitting area is most effective,” says Roshan Roghani, vice president of Camille Beckman, which started in 1986 with glycerine skin therapy products and has since evolved into products for men. “A lot of men tend to stand next to their wives or sit down while they shop.” For some products, replicating how it might look at
home is crucial. Primitives by Kathy, a Lancaster, PA- based company, sells sign boxes for men, with themes like hunting, beer, fi shing, cabin living and sports. “The key to selling the ‘man’ product in a ‘woman’s’ store is how the merchandise is displayed. We suggest the product stand out from the rest, whether it is displayed in a high-traffi c area – or ‘manly’ props are used to draw the attention of men to look at the display, whether it be empty beer cans, a deer head, a basketball or baseball,” says Kathy Phillips, the company’s founder. Manufacturers are doing their part by being thoughtful
about the packaging, considering that the audience might no longer be women. This could extend to color and texture, two attributes that have little to do with the product’s performance but everything to do with grabbing a man’s attention. “A color that’s been very popular is a satin metal, a dull black,” says Serrano, about his company’s blades for shaving. Previously just the handle was in this hue: soon the entire product will be awash in a dull black. He’s noticed this color being used on cars and other big- ticket items too, proof it’s a winning style.
120 GIFT SHOP n Summer 2014
“Messaging should be shorter, on how it saves time or ‘Be a hero’ then describe how,” advises Phibbs. He’s seen too many products focus on the reduced price or why it’s a bargain and that doesn’t necessarily seal the deal for men. Getting to the point – and not using fl owery language
or abstract messages – has helped Camille Beckman’s products for men rise into popularity. “We are focusing on the basics of what men want. Men like masculine colors, bold and clean packaging and simplicity. When it comes to product, they want a great scent and results,” says Roghani, the company’s vice president. Camille Beckman’s “Basics For Men” line includes
Deep Clean Body Wash and Ultimate Tough Skin Relief. “Products need to be marketed for men to feel comfortable while also offering them results,” says Roghani. “Men will not continue to use an item if they feel the results aren’t there. Over the years we have gotten thousands of men calling and writing in who use our Glycerine Hand Therapy and claimed it worked miracles. We took our same formula all the men were raving about and created a unique fragrance that would please both those who like clean and spicy scents alike, and named it Basics for Men. The line is basic – one style of packaging and one scent that’s trendy, classic and masculine.”
Cave comforts What has also helped spawn the growing market for gifts that cater to men is the rise of the Man Cave. Just like men want a dedicated room within the family home, so too do they want products just for these dens.
GiftShopMag.com
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