I recently saw the new Dove advert for Men, it shows how even though men are powerful and some of the products they use are powerful for instance the motorbike in the ad theres always an element of care involved, like having someone or something on the back of the bike and taking care of them or it.
The ad is part of a new gimick to get men using Dove products and making them so they relate to men as the Dove brand has always known as being for women, and now that men are looking after themselves more these days in the sense of how they look these brands are finding innovative ways of advertising them to men.
Leading beauty companies have revealed that sales of mens skincare products have increased. the male routine is no longer limited to just having a shave , they now sell products for them to cleanse and moisturise as well as selling anti ageing products for them. They also offer products for blemishes such as concealer to help cover imperfections and bags under the eyes.
A recent column in the telegraph showed how british males spend over 1.3 billion a year on grooming products. Men no longer consider that using such products compromise their masculinity. Within the column Steve Beale of the mens fashion magazine 'Area Homme Plus' quoted that "Men are turning to the fact that if you use moisturiser you might pull more women. Instead of grooming being seen as non- masculine, its become the opposite. Now its macho to moisturise"
(Dove - Power + Care)
(Dove - Care your a man)
