Shower gel for the purpose
A newcomer to the shower gel market is taking on its major competitors, Old Spice and Axe.
Old Spice has been celebrating muscle-bound masculinity for years. The shower gels have names such as "Bearglove", "Champion" or "Danger Zone". For years enraptured the incarnate Muscle mountain Terry Crews the audience as an advertising figure. His successor, the "Legendary Man", offers fewer muscles, but all the more superhuman abilities.
Axe has always focused on men, who become irresistible sex gods thanks to Axe products. Even if, in reality, other factors are much more central than body spray and shower gel: the brand has worked hard over the years to earn its reputation as a female turn-on. With names such as "Dark Temptation", "Excite" and "Gold Temptation".
With all that testosterone, all you can really do as a newcomer is look for a quiet gap. And, for example, appeal to what 99 percent of all male shower gel users are anyway: Completely normal people. With a normal physique and a normal appeal to the female sex.
Shaving and grooming products subscription service Dollar Shave Club is promoting its new Wanderer line of shower products on the shoulders of the superior competition on the personal care shelf. With an in-house campaign.
Would the typical male consumer really prefer to be addressed as a normal guy and be deprived of the illusion of the well-trained womanizer? (hae)
