A fundamental question can be asked to tell whether or not a business has the necessary force to survive on the challenging market today: Are you easy to do business with?
At first glance (and each subsequent one, too), the question seems either redundant, or absurd. “Of course,” most business leaders would automatically reply to that strange inquiry, “we’re incredibly easy to do business with. How can you ask such a silly question?”
But if we were to talk about the beauty industry and the cosmetic products for men, the question suddenly seems legitimate. Most of the product providers for masculine men’s anti-aging face care products are not that easy to do business with and millions of men waste their time searching for quality products which use special formulas to solve their skin problems.
For all these men, doing business with the beauty industry product providers is not an easy thing. In fact, they waste so much time and energy trying to find quality products that are actually what they say they are.
Go Directly to Female-Centric Department Store Beauty Counters: Do Not Pass GO
The advice given by these beauty industry leaders is meant to comfort men looking to take care of their skin and it goes like this:” If you want a perfect skin, free from all impurities, if you are interested in preventing the signs of premature aging and keeping your face healthy and clean for all the environmental influences, then you can easily use lady’s products, that are also meant to do all that”.
Most men understand the capital importance of preventing the signs of premature aging, of creating a protection shield against environmental factors such as dust, heat, sun, wind or to reestablish their skin’s natural balance after the daily shaving routine. It is extremely important to create a good first impression, because while it takes seconds to make judgments about a person, it takes years to change that first opinion. Great opportunities don’t come around too often and it’s better to seize them when they come.
Men deserve to get the chance to enjoy all the benefits of technology and progress their female counterparts enjoy and they need to find reliable anti-aging solutions specially created for men. Having no other alternative, men are forced to march into the feminine beauty stands and pick something that doesn’t smell like roses that much. They are forced to hide this practice from their girlfriends and wives, out of shame and embarrassment. Sadly, this is a very common situation and it’s done by millions of men who have no other alternative but to put women’s products on their stubbles.
Another example of how much consideration are men offered by the beauty industry producers is the Free Gift with Purchase incentives, promoted all year long in beauty departments. Now, let’s not even pretend that these offers are meant for the male clients that purchase same brands of skin care products as their female counterparts. No, lipsticks and make-up bags are not men gifts and this is another evident proof that this industry is not easy to do business with, when referring to the male point of view.
The explanation to all this is simple. Men are not the key customers when it comes to purchasing creams and skin care products. Therefore, even if some of their products are labeled “for men”, they are pretty much aware that their main target doesn’t wear a beard. Statistics say that more than 70% of all skin care products are purchased by women, therefore the industry leaders are interested in enticing the female buyers into purchasing products for you, not enticing you directly to shop from them.
So, all in all, we can call these beauty industry strategies many ways, but not easy to do business with. This is actually not the case.
Of course, another possibility is to do your manly shopping at the drugstore, where you’ll find a variety of men’s anti-aging skin care products available, and some of them very efficient too.
Surely, there is another place where you can shop for cosmetic products and that’s the drugstores. Men can purchase their masculine men’s anti-aging face care products and solve their skin issues.
But can they really? Well, drugstores are pretty much like department stores when it comes to attending to men’s problems. Whereas the beauty industry is all about image and prestige, there is a well-defined hierarchy between products found in department stores and those sold in drugstores. The brands you can purchase in department stores are considered high-quality, prestigious brands, with prices that match their labels, of course, but not necessarily direct proportionally with the quality.
Anti-aging face care products sold in drugstores are not considered quality products in the beauty industry. Some people are willing to spend a lot of money for quality products, while others settle for lower-standard products, for which they pay less money. Putting the brands aside, the reality is still not men-oriented, considering that women have a wide plethora of products to choose from, endless aisles and rows filled with feminine face care products ,while those designed for men can easily fit in a shoe box. Unless of course you’re not bothered by shopping for pinkish creams and using the same moisturizer as your girlfriend.
Shopping Online Experience –Give the Customer What He Needs
The COOKIE CUTTER Approach – Men are ALL the SAME
There are many people who believe that when the offer is not sufficient on the market, the online shopping is the answer to all problems. If masculine men find it hard to search endless rows of women’s face care products in search for stronger fragrances, they could easily not be a part of that and purchase their products from the comfort of their own homes.
Beauty industry advocates believe that men can simply shop for men’s anti-aging, face and skin care products in the comfort of his home. There’s plenty of privacy (even more so if the package is delivered in a plain brown package), plenty of selection – try an on-line search for men’s anti-aging, face or skin care, face or skin care for men, and be delighted with literally millions of web results and thousands of brands to sort through – some more prominent than others, and many of which have their own set of
And then you can find tons of contradictory reviews, some people stating how extraordinary they are, other stating how much they hate it, while other simply couldn’t see any results at all. However, you might have noticed that 90% of these reviews are written by women who most certainly bought these products for their partners. However, we can’t help but ask- where are the real users? Or these men trying out these quality products have no idea that their partners have submitted them to some kind of intensive treatment?
Putting aside other people’s reviews and the beauty industry leaders’ claims that their men’s anti-aging skin care products are the best, choosing a product according to certain criteria and deciding if it’s worth the investment is, after all, a matter of personal interest and needs. Like with any other thing we buy, men need to hold the product in their hands, to check the label, to see whether the slogan of a particular cream resonates with his inner sense of masculinity and power, before deciding to invest in it. He must be convinced that product is specially designed for his skin care problems so that he can believe in its power and efficiency.
Actually, online shopping takes a lot of our time and energy, while websites are filled with unknown providers with no credentials or credibility.
Many beauty industry leaders would completely disagree with this article series, shrugging and saying in a frenzy:’ We don’t see what the big point is, here. We are easy to do business with- we have options for every preference and need. You don’t like going to a department store to shop for cosmetic products, you have the option to carry out your purchases online, from your own house. You don’t like the pretty make-up bags and free gifts, then give them to a female friend. Our products may not be very artsy, but they’re not all pink and rose-smelling. We have made a lot of efforts to satisfy our male clientele too and make the products friendlier. What’s wrong with creating men products and selling them to women? What’s wrong with our campaigns that seek to feminize men? It has results, doesn’t it? The new-age man is someone who is strong but also looks to develop his feminine..’
Let’s not stress upon the beauty industry’s unethical methods, at least not more than we already done in this article series, and let’s take a look at the cookie cutter approach of the beauty industry to create what they consider to be men friendly anti-aging skin care products designed especially for men.
If there were some chance to gather all men’s anti-aging skin care products available in the present on the market and if we were to place them together, we would be stricken by some visible similarities. First of all, you can’t help but notice the colors used for the label’s background – only earth-colors, variations of grey, black, blue and brown. These are colors considered by the beauty industry to define the portrait of the universal man. They actually think all men are alike.
If we were to zoom in on the label, there are many feminine influences you can spot right away and you can see how these men’s anti-aging face care products were actually conceived. Mentioning other feminine characteristics of the male addressing products, you can identify the terminology used by both branches in defining the content of the package- serum, moisturizer, etc.
These traditional terms and conditions applied so far for feminine products cannot render the same results when trying to describe and define men’s quality anti-aging face care products. In fact, rarely can we see that beauty industry leaders take into account men’s general preference for simplicity and functionality, rather than colored labels and strong fragrances. In fact, we can more often see how men’s standpoint is neglected and not taken into consideration at all.
While a moisturizer is essentially still a moisturizer by any other name, the Beauty Industry is notoriously creative when it comes to inventing new descriptions as a means of setting a brand apart from the competition, never-mind the confusion this creates for the consumer. For example, what is commonly known as a ‘moisturizer’ could be marketed under ‘lotion’, ‘complex’, ‘balm’, ‘therapy’, ‘cream’, ‘replenisher’, ‘hydrator’, ‘renewer’, ‘nourishment’, ‘essence’, ‘lift’ and so on. Even descriptions that have some masculine resonance, such as ‘rebuilder’ and ‘defense’, are still more confusing than practical.
We cannot, however, completely dismiss all efforts of beauty industry leaders to create strong products that are specially addressing the male public. It is, in fact, true that their main target is not the man and investing big money in rebranding or rethinking market strategies so that their products can appeal to men is not, financially speaking, a wise move.
Is not so much a problem of not striving enough or not having the necessary resources to actually create men appealing products. The problem goes much deeper than this and it’s rooted in the general perception of the public that cosmetic products are only addressed to the female costumers. The difficulty of changing this perception is somewhat obvious. As a consequence, all the market strategies and slogans which advertise new-generation men’s anti-aging face care products are, in this perspective, shallow and inefficient and it’s nobody’s blame.
Finding Solutions: The Right Perspective On Men’s Anti-Aging Face and Skin Care Products
A viable solution to an existing problem can be found with one condition: to identify the problem first. The same goes for the beauty industry leaders, who can easily come up with efficient solutions as long as they understand what the problem is.
But what does this understanding mean? Well, it’s simply referring to acknowledging that, in order to create products that address only to men and in order to make them spend billions of dollars on cosmetic face care, the beauty industry suppliers should get rid of the old practices and conventional marketing strategies and reach out to the actual problems men face every day, to come closer to their present condition as a powerful and modern human being, whose self-respect and masculinity must be taken into consideration. This is the way to go:
* Think of men as masculine men and respect them for that- reach out to your customer’s actual needs. Speak your messages directly to men, rather than convincing women to buy cosmetic products for their husbands and boyfriends.
* Create products and labels that don’t make men ashamed of buying them or having to hide them from their masculine buddies. Make them want to use your products openly, not hiding in the bathroom and moisturizing behind closed doors.
* Design your marketing strategies to appeal to men, rather than making them feel ashamed and overseen.
* Educate men, in language that is familiar and acceptable to them, on the advantages of proper masculine anti-aging face and skin care, so they make smart, informed decisions and enjoy the results and benefits they expect.
* Accept the fact that men are not like women and their buying preferences are very much distinct from that of women’s. Respect that and come up with viable solutions.
* Liberate the hoards of men walking with their heads down in department stores and drugstores in search for the cosmetic products they need. Let them raise their heads up high and feel confident and proud about shopping for face care cosmetics.
All men would be glad to take their business where they receive the respect and consideration they deserve.
That’s the challenge the Beauty Industry faces – not next year, not next quarter, but RIGHT NOW.
Visionaries who rise to this challenge and create ways to be ‘easy for masculine men to do business with’ will reap immense rewards and competitive advantages that carry them through the 21st century.
However, those who are stuck with conventional marketing strategies and perspectives, denying the general tendencies and neglecting the actual needs of men will remain on the outside, shyly looking in.
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Richard is a full time internet marketer, with more than 6 years of experience in giving advice to thousands of customers on choosing the best products online
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