Every Man Jack adopts a masculine look

This brand is another sign of the growth in men’s beauty products, fueled by masculine-looking packaging. But women often are the shoppers. Will they bite?

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.

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