Old Spice's New Campaign Reminds That "Men Have Skin Too:
Laura McQuarrie — June 30, 2021 — Marketing
References: oldspice & businesswire
Old Spice is introducing the sequel to its award-winning Men Have Skin Too campaign and it features a mix of new and returning characters to spotlight the Fresher Collection. This line of antiperspirants and deodorants, lotions and body washes are focused on skin-caring benefits thanks to nourishing ingredients such as coconut oil and shea butter.
The campaign focuses on relatable moments such as borrowing a partner's body wash and other experiences with household members and family, especially living in such close proximity to one another during a pandemic. While this collection responds to the growing demand for men’s products with skincare benefits, it also recognizes that partners and family members often share these products with men.
The campaign focuses on relatable moments such as borrowing a partner's body wash and other experiences with household members and family, especially living in such close proximity to one another during a pandemic. While this collection responds to the growing demand for men’s products with skincare benefits, it also recognizes that partners and family members often share these products with men.
Trend Themes
1. Skin-caring Grooming Products - The trend towards grooming products with skin-caring benefits creates opportunities for disruptive innovation in the men's skincare and grooming industry.
2. Gender-neutral Product Lines - The growing recognition of partners and family members sharing skincare and grooming products with men presents a disruption opportunity for gender-neutral product lines in the personal care industry.
3. Marketing Relatable Moments - The trend towards marketing relatable moments in advertising creates opportunities for disruptive innovation in the advertising and marketing industry for personal care products.
Industry Implications
1. Men's Skincare and Grooming - The trend towards skincare-inspired grooming products creates disruptive innovation opportunities in the men's skincare and grooming industry.
2. Personal Care - The trend towards sharing personal care products presents disruptive innovation opportunities for gender-neutral product lines and packaging in the personal care industry.
3. Advertising and Marketing - The trend towards marketing relatable moments creates opportunities for disruptive innovation in advertising and marketing for personal care products.
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