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Multifunctional Pert Plus For Men Debuts in Mass

November 30, -0001

Though they may never admit, guys do care about their looks, which may explain why sales of men’s grooming products are soaring. In 2008, Mintel tracked more 500 new men’s personal care products in the U.S., a substantial increase from the 375 launched in 2007. Clearly, male grooming habits have improved in recent years, but in order to get a guy to purchase products on a regular basis, they must be quick and easy to use. As the only brand dedicated to a 2-in-1 formula, Pert Plus is taking it one step further, with the rollout of a line of products especially for men.

While there are other products specifically for men on the market, brand executives say Pert Plus Men’s is unique because it delivers four different freshly scented, multifunctional products that specifically meet the needs of men who care about their appearance.

“Men are interested in appearance,” said Roanne Wallace, director of marketing for Pert Plus. “Surveys have shown that 70% of men notice appearance and say it affects salary and career prospects, and 30% use female products.”

The new products include Pert Plus for Men 3-in-1, Pert Plus for Men Thickening, Pert Plus for Men Daily Dandruff and Pert Plus for Men Deep Cleansing. The 3-in-1 formula is a shampoo, conditioner and body wash in one that’s designed to clean and condition hair and skin. The patented thickening formula offers a light conditioner that won’t weigh hair down.

While the men’s grooming category is becoming more crowded, Ms. Wallace insists that the brand’s positioning makes it unique. “What makes us different is our multipurpose 2-in-1 formula, and we’re the only brand dedicated to that. It attracts consumers who want quick, simple and easy-to-use products.”

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