MEN’S GROOMING A value proposition is what sets one brand
apart from another. It is a critical aspect of marketing, and getting it right is one of the most important things a business can do, aside from having a strong product. The proposition should be specific, customer-focused and above all, true. The value proposition should include the brand story. Why should men support this brand? The goal is to create lifelong customers that believe in the brand, not one and done customers. Damn Handsome Grooming Co. has a great
one: “We do more than just craft skin care that hustles. We build community relationships, ethically source materials & donate water to underdeveloped countries.” This simple statement includes a clever tagline, “skincare that hustles,” but also talks about what sets them apart–community and conscience. Attaching themselves to a cause gives men a reason to choose them over other options. Customers can feel great about their dollars helping get clean water to remote parts of the world.
This differential is just the first piece of the
puzzle. Use the value proposition as a launch point to create a story-driven, full-service experience that makes men feel like they are part of something larger than themselves. Just this year, SuperOffice published a
survey where 86% of customers indicated that they will pay more money for a superior experience. In fact, they will pay up to 16% more, which can amount to millions of dollars across a product offering. Providing a superior experience is also known to make customers more loyal, and happy customers are more likely to share their experience online, boosting a company’s presence exponentially. To create this kind of experience, brands
need to be hyper-focused on their customers. Find out everything about their wants and needs and create customer profiles and personas. Put a name, face and personality to who you are trying to reach. This might include multiple segments, like young businessmen needing a way to unwind, mature gentlemen looking for luxury, and sportsmen with specific needs. Try to get as specific as possible. Using your value proposition and customer
profiles, you can envision the full experience, from seeking out a product to shopping online or in-store, to unboxing, to actual product use to customer service. Each stage should have excellent quality, a larger story to tell, and create a feeling of community. Herman Moore, formerly of the Detroit
Lions, has done a great job of this over at his male grooming brand, Golden. He is reaching out directly to young black men with the message, “take ownership of the future by looking and feeling your best.” Everything on the site is tailored to the African American experience, from images to messaging, complete with partnerships with historically black universities and entrepreneurship programs.
This is the kind of experience men are
looking for when they choose their grooming products. A more luxurious experience allows brands to charge higher prices. Think Zenatti,
www.personalcaremagazine.com September 2021 PERSONAL CARE
connection, these two brands are able to charge a premium- they have created a product that is worth it to consumers.
Bitop 1CvAd 21.qxp_Layout 1 26/07/2021 20:50 Page 1
which came up with a high-end fragranced, organically sourced sanitiserthat retails for a cool £125. Or Dollar Shave Club, which made billions by offering customers high-quality shaving supplies shipped right to their door in a subscription box. Through offering truly luxe products and creating a community
Conclusion In many ways, the men’s personal care industry has changed drastically in the last decade. In others, we are not so different from our forebears. Perhaps the largest adjustment to the male grooming market has not come from the male audience at all, but from smarter companies with the ability to reach their customers in a variety of new and better ways. As a society, we may have evolved past pulling hair out with shells, but men will always care about taking care of themselves and shaping their appearance, and they need products and tools to do that. Brands who capitalise on our data-driven
economy to market to men in a more personal, experience-driven way will find a marketplace ready for a vast variety of male grooming goods that solve their specific needs.
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