The Beauty Industry - Innovating for the Masculine Trend

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We sat down as a group and attempted to answer the question: How does a company like Brazilian Beauty successfully target males?

 

 

It seems like a simple question, but it really isn’t. Our entire marketing philosophy is constructed with the intention of attracting females to our stores. The Brazilian Beauty brand image is built around beautiful women taking steps to enhance their appearance, health and wellbeing. We’ve worked hard to establish ourselves as a lifestyle brand, where luxury service and highbrow products are the norm, and where every client is a Queen.

Our offering revolves around traditionally female products, such as spray tanning, hair removal, makeup and eyelash extensions. There’s no denying that many of our services appeal to the male market, however we simply don’t advertise that way. So how do we reach men? We can’t simply order a complete revamp of our advertising strategy, and we can’t alienate our female clients.

The answer seemed to lie in one word: NEW. It’s always difficult to sell something old. New is exciting, new is different, new is engaging. So, we decided to create a new concept. It couldn’t be distant from Brazilian Beauty, but it had to differ in some way. We needed a masculine version of Brazilian Beauty, which could be enjoyed by men and appreciated by women.

We’re still in the brainstorming process, but we’ve decided that our chief delivery vehicle for the change will be digital. We’ll have offerings for male clients on our website, and a section for male treatments. Brand adjustments will be highly consumer feedback-oriented, and all investment in the strategy will be conversion-driven. This way, we’ll know if we’re on the right track.

The same innovative, professional and gorgeous Brazilian Beauty won’t veer from its roots; we just want to see more men coming through the door.