BB Cream for the Team

LAB 001:  Male BB Cream 
Date: 5/15/2013
Lab Partners: Lab Series/Skincare for Men


Purpose: Would you buy for your man friend?  Would your man friend "appreciate" such a product?  How do you sell such product?

Introduction:  So I am interested in finding out how my male friends would receive such product.  Oddly enough, I have come across some baffling information while trying to organize an "all male" event.  What I have found is that my metro men and "girlfriends" are open to the term grooming, while their rough around the edges counterparts have a problem with the term.  I mean what is so wrong with this word?  All of the men surveyed were/are interested in their appearance and hearing about the "in the now" services and products, yet the term grooming conveyed different messages amongst some of them.  So I say all of this to ask, "How do you market a BB Cream to a man"?

Materials: BB Tinted Moisturizer Broad Spectrum SPF 35.  Here is how Lab Series describes said product: Multi-functional corrective and reparative treatment that perfects the skin instantly and maintains it with superior long-term technology. Universal shade adjusts to any skin tone. With continued use, skin is even in tone and texture, pores are refined and lines/wrinkles and sagging skin are diminished. SPF35 provides daily protection against harmful UVA/UVB which cause premature aging.

Procedure:  What else is a girl to do, but take the questions and product to the streets and see what the men have to say.

Data: With only knowing the product was a moisturizer with a much needed SPF of 35, the general consensus was it was light weight with a nice smell; Fresh and clean scent.  They would purchase, but wouldn't necessarily go into the store to look for it.

Results:  After informing the men of the exact product name, there was about a 30% favoring of the product.  Immediately the product denoted a negative reaction.  They felt as if they were using their girlfriend or sister's product.

Conclusion:  Aren't men uuummmm.....different?  LOL...I mean seriously, you liked the texture and scent, but now it's a feminine product because it is considered a Beauty Balm?  All in all, I'm not sure how easy this product is to sell without the help of a GREAT sales person.     I'm interested in heading to the counter to get some feedback.

References:  My state side boos