A recent survey by Mintel found that 25% of men find it hard to identify with men as they are portrayed in adverts. With the male hair care industry set to achieve impressive growth over the coming years, it is imperative that hair product brands better connect and engage with their customers.
Better reaching men
Although brands are increasingly reliant on social media and other digital channels to reach customers, research has shown that TV advertising is the best way to influence those looking at male hair care products. Two thirds of men also say that they take advice from their barber and hairdresser as to what hair care products to use, including styling products alongside shampoo and conditioner.
Hair care brands must be careful to break away from the stereotype that men simply want a fuss-free hair care routine, instead taking a holistic and fresh look at male grooming habits.
Engaging customers
Representing the average person in advertising is a hot topic throughout the industry. People of colour and minorities are underrepresented across the board, and this is the case for hair care brands too.
Another common complaint from customers is not being able to relate to the models used in advertising. With 25% of men finding it difficult to identify with men in adverts, perhaps it is time for brands to move away from young, attractive models, to those who better represent the average male.
Addressing male concerns
Men experience different hair concerns to women, which need to be addressed by hair care brands. According to hair transplant experts Crown Clinic, 36% of men say hair loss is one of their biggest worries.
With hair loss affecting more than half of men over the age of 30, hair care brands should be focusing on the hair growth benefits of their products. Hair loss concerns can also be used in advertising imagery, for example, brands choosing to feature those with the telltale signs of male pattern baldness over lush locks.
Over the coming years, hair care brands must do more to connect with their male customers. From using more approachable models, to rethinking which channels are used to advertise to men, hair care and grooming brands should be doing much more for male customers. Only then will they be able to continue with the impressive level of growth that the industry has seen over the last few years.