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The Differences Between Men and Women--Part III: The Profit in Understanding What Makes Men Tick

By: Guy Lewis, PhD
Posted: July 22, 2008, from the March 2007 issue of Skin Inc. magazine.

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Target all male groups using age-appropriate strategies. For example, be creative and edgy for the younger crowd, and more sedate, educative and benefit-oriented for your more mature crowd. Remember to use humor and honesty to target younger age groups as they warm easily to this approach. Learn to vary the strategy for targeting male seniors depending on the technique or treatment you are suggesting. Stock your retail area with age- and problem-specific men’s skin care products. Men prefer to buy products made for men, not the product lines that often are carried and aimed specifically for women.

In general, the challenge is to transmit to men the message that using personal care to relax is not unmanly. This can be achieved by creating more convenient, fun and goal-oriented treatments to increase spa visits and away-from-home occasions. Remember that men are more goal-oriented than they are process-oriented. Men seek out products and services based on their understanding that they will deliver effective, visible and practical results. Use this information to strategically streamline your rationale as to why men should visit your establishment for the services as opposed to them doing it at home.

Use nontraditional channels to build consumer understanding of product benefits and create techniques where the benefits fit credibly with your proposition. Several trends are driving the skin care market, some moving on independent parallel paths and others influencing each other and spawning new areas of growth. That said, there is no one best way to approach marketing to all men; rather, assess your target groups by socioeconomic and demographic strata that will give you more options for reaching the male population. Skin care is becoming increasingly high-tech but at the same time there is growing popularity in natural and organic products. This holds true for the savvy man who is part of the “green” movement taking place throughout the wellness community.


This series set out to explain some of the reasons behind why men and women view the world in which they exist differently. It is not at debate that differences exist, as they are apparent in everyday living. What is important is to recognize what variables work in the best interest of your establishment to capture the current growth of male consumerism. As was noted earlier in this series, the aim is not to reinvent the mousetrap. What is instrumental in the growth and maintenance of your market share is to use past and present research to capture this particular trend while still in its infancy. Your challenge is to assess, instrument, validate and maintain any changes necessary to your environment which will, in return, provide an inviting and receptive atmosphere for the male consumer.


1., “Trading Up Opportunities in Male Grooming: How To Profit By Going Beyond The ‘Metrosexual’ Myth” (Accessed Dec 14, 2006)