“These traditional marketers are trying to disarm the dermatologist brands by beating them at their own game,” Ms. Contreras said, “and the professional skin care brands are now seeing competition from both sides.”
l Marketing consultant Donna Barson unveiled a unique segment of the booming men's personal care market at the recent ExTracts trade show in New York City. According to Ms. Barson, men’s personal care can be broken down into four categories: resistor, grudginator, experimenter and adopter within the newly-named “metrosexual” movement.
Ms. Barson categorized the segments as follows:
• “Resistors” reject most personal care products as feminime. “Give them shampoo, deodorant and toothpaste, and they’re ready to go,” she said.
• “Grudginators” grudgingly accept the need for moisturizers and other personal care items. They’re one step removed from Resistors.
• “Experimentors” will experiment with personal care products including hair color and facial treatment products and are extremely brand-fickle. “The marketing opportunities are great here,” said Ms. Barson.
• “Adoptors” are “the true metrosexuals.” They are ready and eager to be marketed to or impressed by something new.