My marketing group chose to research Dove for our assignments, and recently we have narrowed down our focus to Dove’s Men+Care products, targeted for males instead of the traditional female market that Dove has marketed to in the past. I myself had little to no knowledge of a Dove brand developed specifically for men, which was surprising to me considering this was a product targeting males. The obvious question to me was how is Dove’s Men+Care line being promoted? Obviously Dove has had some trouble gaining Men+Care some exposure.
On the other hand, a brand of personal products that has done a fantastic job marketing their products to men is L’Oreal’s Garnier Fructis Anti Dandruff Shampoo. This new product has been targeting young males who watch sports and suffer from dry scalps, and has been aired on channels with sports highlights and sporting events. The new anti dandruff shampoo has also targeted insecure males who want to feel confident while being with women without having to worry about a flaky scalp. This is similar to the type of segment that Dove’s Men+Care products have tried to target, yet the new anti-dandruff shampoo is the only one that I have even seen a commercial for.
For those of you who haven’t seen the Garnier Fructis commercial, here it is.
I think that this commercial is an excellent way to promote this product and I believe that if Dove wants to grow its Men+Care product line, it needs to increase its exposure to this particular target segment. It’s very difficult for men to buy a product when they don’t even realize that it exists.