Filed under: MASCULINITY, Uncategorized | Tags: Axe, Colgate-Palmolive, Old Spice, Procter & Gamble, Speed Stick, Unilever
According to Andrew Adam Newman, in the New York Times (August 17, 2009), both Old Spice, a Procter & Gamble brand, and the deodorant and body spray brand Axe, rely heavily on humor to target the 34 & under male market. And Old Spice has a new formulation, Ever Clear, which uses humor and bold imagery to play on a new male insecurity – deodorant aesthetics – anti-perspirant clumps underneath your arms. (more…)
Even though men have more been adversely affected by the downturn in terms of jobs lost, women are more pessimistic about the economy. According to a survey conducted by Performics, part of Publicis Groupe’s VivaKi Nerve Center, and reported by Advertising Age, 53% of women said their situation is worse than it was a year ago, while only 38% of men said they were worse off. (more…)
Filed under: MASCULINITY
The latest findings from the second wave of reporting from GQ Magazine’s What Men Are Buying longitudinal study indicate that men are starting to open up their wallets and plan to spend more in the next 12 months than what was previously reported in the first quarter. The freeze on discretionary spending is definitely thawing, whereas nearly 1 in 2 (46%) men surveyed in the first quarter planned to spend less of their discretionary income during the next 12 months, only slightly more than a third (36%) agreed with that statement during the second quarter. (more…)
