Mens Perfume and Commercial Marketing

Posted by admin on August 18, 2010 under Designer Perfumes | Read the First Comment

Mens perfume is a growing area for sales and marketing. Whereas in the past there were only one or two fragrances that men used regularly, this market has increased dramatically since the 1980s. Nowadays, men wear different designer scents at work and at play. They are a constant presence in contemporary media.

Colognes for men seem to target a demographic of men between the ages of 14 and about 60. Because this is such a wide age range, their advertisements have to reach out to different groups within that range. This means that they have to create unique ads for each group.

The advertisements for Axe fragrances, for example, seem to be directed toward adolescent men. As this group is still rather immature in the understanding of the world, the advertisements reflect that. Their humor shows men who wear the scent and are then overwhelmed by beautiful women driven mad with desire. These advertisements aren’t subtle, but they certainly do get people talking.

Other men’s fragrances are advertised with commercials that tend toward humor and hyperbole for consumers who are older, but not too old. Old Spice, for example, one of the longest lasting men’s fragrance brands uses a series of commercials showing a manly man doing all of the things that would make a woman happy. Strangely, this add seems more directed at women than men. Maybe the advertisers think women will purchase the cologne for their male partners.

Other men’s fragrances, for older and more established gentlemen, use ads that are more nuanced and discreet. Magazine advertisements for Calvin Klein or other colognes for men usually feature images of men and women in intimate positions. These more subtle advertisements remain effective, and give the impression that they are more select in their clientele. Read more of this article »