P&G to target male consumers

30 April 2009

CINCINATTI: Procter & Gamble, the FMCG giant, is looking to increase its emphasis on male consumers, and will reorganise its Beauty and Grooming division, as well as launching a range of new premium products, in an effort to achieve this goal.

As previously reported, the world's biggest advertiser aims to provide each of its brands with a "purpose," in order to make sure they connect with consumers and also engage its employees.

In a memo to staff, Ed Shirley, P&G's global vice chairman of beauty and grooming, argued that, thus far, the company's "principal beauty focus has been winning with women."

As such, he suggested that, with a couple of exceptions, the Cincinatti-based corporation is "not broadly serving male consumers' needs outside of Gillette and fine fragrances."
Resolving this problem, he suggested, will require a "cultural shift," including dividing its Beauty and Grooming arm into individual sections targeting men and women, in order to "better serve 'Him and Her'."

This change is likely to be come into effect in July, with other scheduled initiatives said to include the launch of a range of premium shaving products, which will be sold in "prestige and luxury" outlets.

Similarly, the company intends to increase the presence of high-end female beauty brands across "skin care, cosmetics and fragrances" in salons.

Sales of P&G's beauty products fell by 4%, to $4.9bn (€3.7bn; £3.3bn), in the final quarter of 2008, while grooming sales also decreased by 7% to $2bn.

Data sourced from Wall Street Journal; additional content by WARC staff