Metrosexual Mania

1. Metrosexual Mania Kavitha Balachandran Matt Collander Sana Klyachkin Nidhi Thapar Mark Zaruba

2. Are you into products, too? I’m kind of obsessed, actually. I use a lot of Kiehl’s-my favorites are the Extra-Strength Conditioning Rinse with added coconut, and Creme de Corps. My dermatologist, Dr. Joel Sabean, has his own line of face products, so I use those, and I wear Davidoff Echo cologne. When I was over in Madrid, in the spring of ‘03, it had just been released, and I bought it. -Mark Recker

3. Overview • Background • Consumer Perspective • Marketing Perspective • Marketing Implications

4. Term introduced by Mark Simpson History • "… a young man with money to spend, living in or within easy reach of a metropolis -- because that's where all the best shops, clubs, gyms and hairdressers are. He might be officially gay, straight or bisexual, but this is utterly immaterial because he has clearly taken himself as his own love object and pleasure as his sexual preference. “

5. What’s New • More than just clothes • New hair and skin products specifically for men • Services targeted at men

6. Main Issues • Targeting metrosexual advertising based on consumer behavior • Figuring out what drives men

7. Overview • Background • Consumer Perspective • Marketing Perspective • Marketing Implications

8. Consumer Perspective • Satisfying Hedonic Needs • Physiological (Sex) • Belongingness (Love) • Self-actualization (Enrichment) • Expectancy Theory • Satisfying Utilitarian Needs • Health • Success in the workplace

9. Consumer Perspective • Negative Reinforcement • Purchase products to reduce rejection • Women’s Influence on Values “If you want to sell something to a man, you have to demonstrate how it will help him get sex with women, not how it will help him become like women.” -Michael Kantor

10. Consumer Perspective • Social Validation • Celebrity Endorsers • Embody cultural meanings • David Beckham • Ryan Seacrest • Michael Jordan • Women’s roles • Gender blurring • Stronger Women • Men less inclined to be masculine • Show strength by going against societal dictates

11. Sensory Perception Soak up all of life New scents, feels, etc Land of excess Observational Learning TV and media Result Desire new smells, feels, etc… Consumer Perspective

12. Overview • Background • Consumer Perspective • Marketing Perspective • Marketing Implications

13. Manufacturers:Clarins, Nivea, Neutrogena Retailers:Sephora, Nordstrom Marketing Perspective

14. Marketing Perspective • Spas:massages, facials, waxing • Salons:manicures, pedicures • Plastic surgery:nose jobs, liposuction

15. Different advertisements targeted to males under 40 and males 40 and over Extending the lifestyle to males living outside of metropolitan areas Marketing Challenges

16. Overview • Background • Consumer Perspective • Marketing Perspective • Marketing Implications

17. Avoid the male cliché Call off the hounds Sample, sample, sample Dollars and scents Show what you know Keep the men separate Implications for Marketing StrategyRetail Marketers

18. Use current male-dominated magazines GQ, Esquire, Details Expand to new magazines ESPN the Magazine, SI, Maxim, Playboy, or Cosmo Focus on utilitarian and hedonic needs Samples and scents Implications for Marketing StrategyPrint Advertisers

19. Place ads during targeted shows i.e. Queer Eye for the Straight Guy Focus on utilitarian and hedonic needs Implications for Marketing StrategyTelevision Advertisers

20. Questions?