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Male-Targeted Skincare Ads

Garnier's Acno Fight Ad Presents an All-In-One Skincare Remedy for Men

— July 8, 2015 — Fashion
With its latest marketing efforts for Acno Fight, Garnier Hong Kong speaks directly to its target audience of males between the ages of 15 and 35—specifically ones who only use water to wash their faces, or only seek out skincare products when there is a problem that pops up. In order to reverse some of the attitudes that have been created around men and hygiene, Garnier set out to make preventative skincare cool again.

Garnier's Acno Fight skincare 6-in-1 products for men are designed to tackle multiple issues that have to do with oily skin, pimples, blackheads, pore tightness, reddness and undesirable markings on the skin. Presented as a do-it-all skincare solution, Garnier's co-created commercial for men stars YouTuber FH Production, giving a fresh Millennial perspective on the product.

By addressing statements made by male consumers regarding skincare, the video has been applauded by many young viewers for realizing that men shop differently than women.
Trend Themes
1. Preventative Skincare for Men - Companies can create preventative skincare products that cater to men, aiming to reverse negative attitudes towards hygiene.
2. Multifunctional Skincare - Skincare companies can create products that offer multiple solutions for common skin issues, such as oily skin, pimples, blackheads, and redness.
3. Influencer Marketing for Men's Skincare - Companies can use male influencers to promote multifunctional skincare products to raise awareness among men, who may shop differently than women for these types of products.
Industry Implications
1. Personal Care Products - Companies can seize the opportunity to develop male-specific preventative skincare products and market them to the underrepresented male customer base.
2. Influencer Marketing - Male influencers can market multifunctional skincare products to their male followers, creating a new trend in the growing field of influencer marketing.
3. Consumer Goods - Companies in the consumer goods industry can create a new market segment for male consumers specifically tailored multifunctional skincare products.
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