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article imageMen's Grooming Goes Mainstream

By Bryen Dunn     Mar 8, 2010 in Lifestyle
There seems to be a renewed interest in men’s grooming products. Check out what’s in store to rid the winter blahs and freshen up for spring.
Two new products entered the marketplace recently and they couldn’t be more different from each other. Dove Men + Care came in with a wham, whereas Bread and Butter Skin Care came in with a whisper.
Dove Men + Care is a specifically branded line of the well known Dove beauty products that has been a fixture in the women’s marketplace for years. This new branding is aimed at the “real man”, whatever that means. They have obviously done their work with focus groups and such, and someone has determined that men may purchase more of their products if they were packaged in a more “manly” manner. A Dove study revealed that two-thirds of Canadian men are comfortable using women's personal care products, but only one in four men is comfortable admitting to it. Hence, their new soap and body wash products come in a “masculine” looking grayish colour scheme. The scent is somewhat less fragrant, but still provides a fresh feeling when stepping out of the shower.
After hosting several well attended media launches, the official public launch took place during the Super Bowl, where the new 45-second “Dove Men Care” commercial premiered. The commercial is a somewhat confusing montage of images and situations from birth to manhood. The overall theme seems to be trying to retract anything masculine or chivalrous from being a real man, in hopes that men may show their softer (feminine) side and purchase cleansing (beauty) products.
How effective or accurate is this depiction of men? Do men have to be caring and metro-sexual to take pride in their health? One would think that most sports players, including those in the Super Bowl, consider their selves to be 100% man and also take care of the bodies. Drew Brees, New Orleans Saints Quarterback, was the first to be featured in the new campaign series titled “Victory Shower”, which will depict great athletes, their accomplishments, and of course their soap of choice.
Are men really that self conscious of what others will think of them, even when they are in the privacy of their own showers? The new Dove line includes three body washes and two bar soaps, both including the ¼ moisturized component they are known for, along with a sturdy shower scrubber along the lines of a loofah. The Dove Men + Care line will now compete with Nivea Men, L’Oréal Men Expert, and the stronghold Gillette.
Bread and Butter Skin Care is right round the opposite end of the spectrum in terms of a marketing budget, celebrity endorsements, and mainstream distribution methods. This entrepreneurial upstart offers a fragrance-free alternative with reduced skin irritant ingredients, and just the right amount of gadgetry to make it different and unique.
Beyond the carefully selected ingredients that so many are seeking these days, they offer a recycling option on their empty product containers, a 60-day satisfaction guarantee, and best of all, the products are ordered online and shipped directly to the consumer. They currently offer both a summer and winter line of products designed to complement the weather conditions of the changing seasons - more UV protection in the summer, more moisturizer in the winter.
A couple of other bonus factors include the convenient 90ml airline approved sizes, the bonus products that come with each kit, the usage quantity stated in days, and the fact they are 100% Canadian owned and manufactured.
Spa visits by men are on the rise, and not just for massages, but for manicures and pedicures as well. Check out Toronto's Terme location for a full range of manly treatments. Baby boomers and hipsters go hand in hand (not literally) in their embracement of grooming products to make them look their best when stepping outside their pads. Does this make one less of a man, or more in sync with what your body deserves? The decision is yours to determine.
More about Skin care, Beauty, Health, Men, Masculine
 
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