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Personal Care Product Ads For Men Often Fall Flat But Humor And Authenticity Can Work

November 17, 2016: 12:00 AM EST
Research from Mintel shows that getting the attention of US male consumers is especially hard with 35 percent of men who use personal care products saying they do not pay attention to ads. This figure rises to 48 percent of Baby Boomers. Men seem to tune out generic advertising and instead seem to notice ads that are humorous (one third of men who use personal care products say they prefer ads that are amusing) or authentic (this is especially true for millennial men, 25% of whom say they prefer ads that feature someone with whom they identify).  In a notable trend, men increasingly think that men in personal care ads are sexualized, with 18 percent of men who use personal care products indicating that men are as sexualized as women are in ads.
"One in five male personal care product users believe men are as sexualized as women are in ads", Mintel, November 17, 2016, © Mintel Group Ltd.
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