Neutrogena for Men - Start Sampling

After a crazy week of business travel, I decide to simplify things and carry on my bag. Then I remember the 3 oz. liquids rule at the airport.  So, I get my Paul Pierce on and start shooting fade-aways (with an almost empty toothpaste tube and a contact lens solution bottle) into the garbage.  Why 3 oz. anyway; is that the tipping point when hygiene products become explosive? I digress.

As I go for my last shot, I notice I’m picking up a barely touched tube of face wash … Neutrogena Face Wash for Men, to be exact. This product gained my loyalty after sampling it when working with Neutrogena a few years back. Love the stuff, so definitely not willing to just toss it. I offer it to my cameraman who’s local and not getting on a plane. He says, “No thanks. Soap’s all I need.” All I could think was, “Dude doesn’t know what he’s missing!” But, then a quick flashback reminded me … how could he know?

This seemingly inconsequential incident brought back memories of some unfinished business. Coming off that last project I had with Neutrogena, I also had the opportunity to pitch them a marketing strategy to penetrate the growing men’s personal care market – one of their under-performing areas. Then the usual holiday slow-down hit, followed by an un-usual slowdown – J&J, Neutrogena’s parent company, announced layoffs and any new marketing efforts were put on the back burner.

So, in the spirit of closure … Neutrogena, heed the Voice of Reason:

• The men’s personal care market is still growing.
  • By 2012, U.S. retail sales of men's skin care is expected to increase more than 60 percent
• Neutrogena’s value proposition derives from being recommended by dermatologists
  • Dermatologists are trusted advisors for women; not so much for men.
• The Reason begs the question – so who are trusted advisors for men?
  • My barber. So, how about a sampling program in barbershops across the country? Like most men, whether it’s about a bbq joint, tv show, or skin care product, my barber says, “Check it out.” I do.
  • My gym. So, how about Neutrogena Body Wash in shower dispensers at the local gyms? Let men use, and get used to, the product … then offer samples to take home. Going to the gym is all about routine … make Neutrogena part of that routine … too easy. In The Reasoning, we call this Ritual Selection.
• Neutrogena, I’ll keep it simple … men are creatures of habit and don’t like change – ask any woman who asks her man to put down the toilet seat.  You make quality products; just get ‘em in our hands … you can become one of those habits we don’t like to change.

Comments

[Antonio]

Jeff Meade Rocks!!! And so does this post! lol.

[Jeff]

Maybe Neutrogena is going to discontinue the men's line because it doesn't make any sense why they don't do even a little marketing. Oh well, someone else will grab the market. Gillette seems to be making moves in that space.

[Keenan]

I have to agree with this one...I myself have become a recent user and it's because of a girl I was dating...Neutrogena should do more outreach and there would be a lot more guys to get on the bandwagon. Their sales are lagging in our demographic simply because we don't know any better