The term “metrosexual” may have been coined more than 20 years ago, but it is still sometimes used to describe upwardly mobile men who take extra care in their outward appearance. These are men who head to the gym or the track almost daily and see no shame in getting regular facial and body treatments.
They are also very particular with the products they use in the shower, on their body and on their faces.
In the country, however, the men’s category is “still largely untapped,” said Karen Fabres, group marketing manager of Watsons.
Wives and mothers are often the ones who buy grooming products for their families. It’s only when they run out of a certain product like shaving gel or toothpaste that men are the ones who purchase.
“The male shopping behavior is such that they don’t go around the store to explore. They go directly to the area where they get what they want because they want a quick and easy shopping experience,” Fabres said.
The aim then as now is to get men to upgrade their basic regimen, she added. From using disposable razors, maybe they can switch to a system razor. If they’re still using soap to wash their faces, there are several facial washes in the market that target men’s specific skin concerns.
As part of its 175th anniversary, Watsons has come up with a promotion for its male customers. From now until June 22, there will be discounts of up to 50% on grooming products, like Nivea Men Whitening Acne Oil Control facial scrub, Safeguard Men Sports Energy 2-in-1 hair and body wash and Gillette Mach 3 with Nano razors.
Aside from its Watsons Label products (razors, shaving gel, nose pore strips and facial washes), the health and beauty retailer also carries a wide range of items like Ponds Men, Axe, Old Spice, Vaseline Men, Master, Adidas and Rexona.
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