Beauty and grooming brands are struggling with a massive demographic: Men – nearly 50% of the world’s population worth billions in revenue. From Hugo Boss’ slumping fragrance sales to Pantene’s recent brand overhaul to Nivea’s packaging that must sadly explain “For Men”. Beauty brands are not connecting with males, and vice versa. Who’s to blame?

blame man
Evolution and cultural mores have conditioned men to be less concerned about their appearances and therefore less susceptible to branding efforts. The idiosyncratic testosterone demographic will never truly embrace beauty and grooming brands.

or blame brands
Men and women are equally concerned of appearances, but brands have failed to capture the male market. By not understanding men and their place in culture – often catering to their cavemen instincts – brands will continue to squander huge opportunities.

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