Should feminine hygiene product brands market towards men?
I’ll admit that this is an uncomfortable subject for most of the male gender, including myself. Obviously, the primary target for feminine hygiene products is females between the ages of 12 or 13 to mid 40’s (???? sorry if my age range is a little off. This is a subject I’m not too familiar with.)
Well what about men? Is it time for feminine hygiene product brands to work their branding and marketing magic on men? I can name a few brands top-of-mind but I could not tell you the associations or brand-specific benefits of any of them. Tampax, O.B., Stayfree, Always. Well, that’s about all I can remember. Heck, I still get a little squirmish when I am visiting my parents and one of these ads pops up on the T.V….and I’m 31! (Can you tell I don’t have sisters?)
Why in the world would feminine hygene product brands spend even $1.00 on raising brand awareness and marketing towards men?
-What about the single father raising a daughter(s) that has absolutely no idea about any of these products? Maybe he is too uncomfortable to ask his mother, sister, cousin, female friend, etc. Educate him about your brand!
-What about the girl who asks her significant other to pick up some tampons or pads while he is out? Unless she specifies we men are going to stand in that feminine hygiene products aisle like a deer in headlights. G*d forbid we come home with the wrong brand, or even worse, the wrong product! At least making men aware we can respond to her with, “…yeah but the (insert brand) commercial said (insert associations/benefits)…”
-What about the bachelor who hosts parties and decides maybe it’s a good idea to have some of these products around for female guests? Yeah, most girls probably have their own products with them but what if one forgets, runs out or “it” comes a little early (or late)? Wouldn’t it be nice to see a little note or sign in the bathroom that [insert feminine hygene product or brand] are located under the sink, in the medicine chest, linen closet, wherever? (I read in some men’s magazine about this idea to have feminine products available at parties. It was a few years ago so I don’t remember the magazine. I just decided to expand on it from a rhetorical stand point.)
Any other situations or ideas you readers can think of as to why it may be a wise move for feminine hygiene product brands to target men as well?
Adios,
Michael
Technorati Tags: feminine hygiene products, feminine hygiene product brands, Tampax, O.B., Always pads, Stayfree, Kotex, tampons, maxi pads
Filed under: Branding, Marketing Niche, Strategy
While it is sweet that you are thinking about this, women have their own preference and that is all you have to know.
When it is “that time” and your gf/wife whatever looks at you and says ” I need you to go to the store” always say YES followed by “which one would you like”. Write it down exactly like she says and ask her what color the packet is just to make sure you are doubly sure when standing gape jawed in the feminine hygiene aisle .
If you get to the store and they are out GO TO ANOTHER STORE. Do not risk your life guessing at a substitute. I am serious here, this is important advice……
If you are a single dad then sign up for as many “free samples” when your daughter is about 5 years old and store them away. Any that come unsolicited in the mail should also be popped in a drawer. When the day comes you can wave in the general direction and no one will be embarrassed.
As for the party suggestion…WTF?!?! … that is just weird…women will ask other women if they are in need…or turn to the bf and say “I need you to go to the store”
With regard to the suggestion that a male host have said items at a party, it is my belief that the size of the opportunity gained by marketing in that general direction is so small that it is probably not worthwhile.
If I had to guess I’d say that in these special circumstances where men must pick out such specialized products for their significant other, the women will set the men straight and probably lay out some ground rules. I’ve never been asked to purchase these items for my ladies, but if I were asked I would want these instructions laid out very specifically because I would definitely want to do it right.
Something else to consider… I always felt weird going to a store to buy condoms because, hey, the dude behind the counter knows what I’m doing when I return home. The newest solution: mail order! Ordering exactly what I want/need without the awkward person-to-person interface. Would mail order be a viable option for purchasing feminine hygiene products as well?
“Feminine Hygiene Ads” by Heywood Banks
I was watching TV with my buddy Stevie
when we saw the strangest thing.
It was so compelling a woman was selling
maxipads that had wings.
I turned to channel three and what did i see,
a woman who looked real rich.
She was living on the hill and pitching vagisil
for the special feminine itch.
I tried once more and turned to channel four
and i was shocked i must confess.
A gal who was chunky said when shes smelling funky,
she just squirts it with FDS.
Well its on every station its plugging up the nation with feminine Hygiene ads.
Douches and ointments and OBG appointments and don’t forget your maxipads,
Cause they have wings. To Fly. Lets give it a try,
Feminine Hygiene.
Well a momma and a daughter, walking by the water.
Somebody don’t feel fresh.
Monistat 7 put her back in heaven
Cause the yeast really makes a mess.
Middle age deputante looking for a lubricant.
I still can hear her voice.
Her momma done told her when a woman gets older,
the muffin down stairs don’t stay moist.
Well its on every station an over saturation of feminine Hygiene dames.
Creams and lotions and all her emotions and all the water she retains.
Its so insane, this game. Theres too many names
of Feminine Hygiene.
Why do we have to view, all that stuff girls go through?
Its really got my stomach re-eeling.
Lets give those ads we see a hysterectomy
Or at least make them more appealing.
Cause there on every station an over saturation of feminine Hygiene ads.
Douches and ointments and OBG appointments, creams and lotions and all her emotions.
Summers eve, and massengill, and if you itch use vagisil.
Kotex, tampax, Gynacort, and yeast-ex.
Norforms, pamprin, Feminique and Pequin,
Motrin, Mydol for when you’re suicidial,
MoniStat, FemiStat, a plug for this, a pad for that
the list goes on and on.
it’s so insane to me, it’s on my TV, it’s Feminine Hygiene
Oh oh oh oh
It’s on my TV, it’s Feminine Hygiene.