Skin Rejuvenation

According to a Dove survey of 8,000 men between the ages of 30 and 55 in seven countries, it appears that men are bothered by how they're portrayed in advertising.  According to Michael Kaufman, Dove gender expert consultant, "These are bad news about what our standards of men's bodies should look like, they're impossible images. Men can't live up to that."

Dove launched an ad campaign during the NFL's Super Bowl for its new line of men's skin care products.  What Dove's new ads convey and what their survey reveals is that reak men are not the fit, toned and buffed male models we see in ads.  Men are just as frustrated by those portrayals as women are annoyed by fashion images suggesting all women should looked like photoshopped-to-perfection super models.

Sharon MacLeod, a director at Unilever which owns the Dove brand reports "What our campaign does is look to celebrate men who have different responsibilities in life and are comfortable in their own skin," Ms. MacLeod says. "These are not guys who are ladies men or heroes or power-hungry. These are real men with real lives" -- film directors, business people -- and the campaign is "about their definition of success."


 

Of note:  Dove's survey found 65% of Canadian men are comfortable using women's skincare products but only 24% are prepared to admit to using women's products to their friends.

Outside of toiletries; other articles indicate that male demand for fillers, injectibles, liposection, laser hair removal and other cosmetic procedures are on the rise.  Does this indicate that it is time of use promotional marketing materials (brochures, posters, countertop displays, DVDs) which show men - in and around your practice?  Should your web site and advertisments appeal to your male patients?  Should your practice offer product lines for retail with a focus on male concerns?  Are male patients the new demographic?  It's an equal opportunity world of aesthetics!