I don’t much go in for personal grooming products and have genuinely never knowingly bought an after-shave that has a smell to it. As a series of brands, they have just rather passed me by. I’m not sure if it’s just because i’m quite cynical and know too much about the production cost/selling cost ratio, or whether it’s because I don’t have much of a sense of smell.
But this range which I came across the other day, has two really clever points going for it, which give it a real chance of succeeding in a very crowded market place.
1. Older people like me, have poorer eye-sight I was genuinely struggling to find out whether a shampoo style bottle contained shampoo or conditioner last week because I couldn’t read the miniscule words on the front of the pack. in the same way that fashion brands use an XL size that is tiny, to stop people like me from buying their wares, maybe the shampoo brands are so clear in their targeting that me buying it would damage their brand. Or maybe it’s just poor user design.
2. It’s backed up by the research I was lucky enough to see a speaker from CrowdDNA talk about their Road Trip research they did for MTV. One of the key learnings from this was that today’s ‘youth’ would prefer that they were marketed to as individuals and not by gender. The whole concept of gender neutrality, is apparently important to a significant proportion of youths. Sam farmer has addressed this directly.
Time will tell though, whether these two points are strong enough to allow Sam and his range to stand out and sell in the market. I hope they do, because I love the fact that it’s such a small player up against such global business opposition.