SMART AND SMARTER: MARKETERS RECALIBRATE THEIR MESSAGING TO MEN
After years of poking fun at men as inept and boorish, advertisers are beginning to tweak their messages. Marketers have often used humor to target men, but the humor in many instances was wrapped around the construct of men as unintelligent dolts.
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HERE COMES THE GROOMING
The demands of manhood have changed. Once, constant upkeep, grooming, and hair removal were relegated to the world of women. That is no longer the case.
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GAME ON
As game consoles have become more sophisticated, men have incorporated them into their centralized home media centers, which usually include a television set, digital recording device, digital music player, and personal computer.
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IT’S A BRAND-NEW, BRAND-CENTRIC WORLD
Even if the labels of fashion brands like Ralph Lauren and Armani were covered, consumers would still recognize them, according to results from the 2007 Brand Keys Fashion Brand Index.
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THERE’S A NEW DAD IN TOWN
Women who hold full-time jobs then work overtime taking care of the kids aren’t normally objects of envy, but recently men have started realizing that being involved in family life is apparently what’s been missing to make their lives feel complete.
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DOLLARS AND SCENTS
Creating fragrances for men has always been a difficult balancing act. According to The Wall Street Journal, “Long averse to anything too feminine, men often prefer traditional woodsy scents or soapy scents, or better yet, nothing at all.”
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THE GQ POLL: SCENTS AND SENSES
A recent study commissioned by GQ confirms that nearly all men surveyed own multiple bottles of cologne, using a wide variety of scents to match every occasion. Additionally, an overwhelming majority (69%) view men’s fragrance as an integral element of their personal style, and 75% of respondents who purchase cologne for themselves wear it daily.
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