Let me take you through a brief morning scenario. I get up and get in the bath, and wash myself with a bar of soap. The scent of that soap is “Achievement.” I dry off and spray my armpits with deodorant, which is scented “Adventure.” I tried “Sport,” but I didn’t like that scent quite as much. I put a little balm in my beard to keep it soft and under control. That balm is scented as “Redwood.”
I don’t use a lot of products, though men’s hair and skin care is becoming a bigger market. A couple things I’ve noticed.
Gender role branding, as noted by the scents of my products, is alive and well.
The pink tax is real. My girlfriend’s deodorant – same brand, same can, different scent, is about a buck more than mine. If she chose to use razors designed for women, those are more expensive, too.
Marketers, let's cut out the stereotypes, shall we? We can do better. Click To TweetMarketers, let’s cut out the stereotypes, shall we? We can do better.