Men’s beauty is occupying a growing section of the store, but it seems to have its own branding rules. And the number one rule, apparently, is to break the rules of packaging communications found in other aisles of the store.
Not surprisingly, the packages require darker colors and on-pack communication that conveys strength. These two attributes are reflected in new packaging for the masculine-sounding Every Man Jack brand of men’s grooming supplies.
As reported on the beauty pro division blog, Every Man Jack has been restaged to appeal to contemporary males with new graphics that convey strength and stature. Graphics of varying colors pop on the black background, and color differentiates between the categories where Every Man Jack’s 30-plus products can be found. There’s even a very clever six-pack of men’s grooming products available for $25.
“As an affordable, luxury brand, design is an integral part of attracting the male buyers,” says Ritch Viola, Founder and CEO of Every Man Jack, tells the blog. “We think we have some of the best formulas, which now meet the stringent standard of the Natural Channel Guidelines, but we understand that guys are visual creatures, and if the outer packaging isn’t up to par, it doesn’t matter what’s inside the bottle.”
It will be interesting to see how the growing shelves of men’s beauty products do over time in the marketplace. Males, surveys show, often are lazy when it comes to shopping, so women often do it for them. Men know what they want, and once they get it, they could become loyal to some of these brands.
But will these masculine-looking designs offer the necessary pick-up power for the women who are making the buying decisions?
