Behavior Changers

In today’s Advertising Age, another admission of the true nature of corporate marketing:

“Skincare is an interesting category for us because it’s one a decent number of men aren’t even using today,” said Dollar Shave CMO Adam Weber. “It allows us to do what we’ve done in some other categories, like butt wipes, by thinking about what men are doing and how we can change behavior.”

Men’s skincare has been a big but largely unfulfilled dream for many marketers in the U.S., where it’s a $263 million category growing about 3% annually, according to Euromonitor. Globally, the category is $3.5 billion and growing more than twice as fast.