Marketers of personal grooming products for men are taking their advertising battle to the Internet, where the biggest players in the field are making new strides to capture the attention of the
much-coveted 25- to 34-year-old target group. The trend was begun by Unilever with its edgy and popular Web-based marketing efforts for Axe deodorant. Now Norelco and Gillette are following suit
with new online efforts for shaving products. On a special Web site, Norelco is pushing its Bodygroom tool that it says "safely trims and shaves all body zones." At the site, a smug, bathrobe-wearing
young man speaks about shaving backs, chests, legs and more sensitive areas, which are bleeped out in his talk, but illustrated by images of fruits, nuts and vegetables. His explains the advantages of
the product and even has a music video in which he sings the praises of body grooming. Gillette is taking a different approach. Instead of touting specific products, the company has launched humorous
film vignettes that encourage men to shave more often. It shows members of a mock women's group who protest men's scruff by refusing to shave underarms, legs or brows--or be available--until men are
scruff-free.
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