The action in male personal care market keeps hotting up. Dove’s Men range : Men+care , launched 2 months back in US , Europe and Australasia. Vaseline (from Unilever) launched a Men’s range in India in March. Now P&G’s OLAY has launched Olay Men solutions in China, riding on its mega brand status in the country.
While DOVE and VASELINE are attempting to stretch a specific equity – Care and moisturization- across genders, OLAY is riding on a broad equity- skin care expertise, which it can claim via its dominance of the female skin care market in China. All packs in the OLAY Men solutions range feature “Refreshing energy” as a common line, which is clearly a new thought as it hasn’t been used before in brand communication or packaging.
However the brand which should have been first off the blocks in this segment- Gillette- is still struggling to be a serious player in men’s face care. It is frankly stunning that they still don’t have a Globally consistent face care range . The UK site has pre-shave wash & scrub and post-shave moisturizer but I couldn’t find anything on the Gillette US website. They test marketed Gillette COMPLETE skin care range in US in 2005, and it didn’t work. Instead we saw the launch of a hair care range in 2008 which is already de-listed in UK. Gillette’s equity is in men’s skin care not hair care. What are they thinking ?
Clearly, P&G is still trying to “get” Men !