Marketing & PR:  The Brave New Man

published June- July 2006

A survey in the US undertaken by public relations agency Ketchum delves in to the world of the Brave New Man, who they are and what it means for marketers.

So who is the Brave New Man (BNM)?  Research has revealed that the BNM spends a great deal of time on their physical appearance:

• Today, nearly the same percentage of men as women (70% vs. 83%) admit that is always or usually important to look one’s best.
• One in four adult males admits he thinks about his appearance all or most of the time.
• The number of male cosmetic procedures has increased 16% over the last five years.
• Packaged Facts, a market-research service, reports that the men’s grooming-product market, which includes shaving gels, body scrubs, moisturisers and colognes, will reach about $10 billion by 2008.

So how are companies responding to this marketplace? One of the leading trends is traditional female-focused companies latching onto the BNM - offering new products for that market.  For example:

• L’Oreal Paris launched the L’Oreal Paris Men’s Expert line, the first in men’s anti-aging products for the mass market.
• Nivea for Men started with aftershaves but now offer eye creams and moisturising lotions.
• Mary Kay for Guys launched new products for men with Velocity for Him, a product line that offers body washes and colognes.
• Proctor & Gamble launched OT Shower Equipment for guys, the first personal care line.
• Avon now also offers several products for men including firming creams and eye creams.
• Philips Bodygroom “Shaving system” offer a razor specially designed to remove guy’s body hair.

Men are also increasingly concerned about their body image with research showing the following insights: 

• Since 2000, the number of men who exercise has increased 30%.
• In 2005, nine million men belonged to a health club and members typically went to the gym 88 days a year (six more days than women) according to research firm American Sports Data.
• 62% of men always or usually choose foods for health reasons often thinking about the total nutritional value of what they eat.
• 57% of men say they have a great deal of control over what their family eats (compared to 43% two years ago, the last time the study was conducted).
• 63% of men say they make food purchases based on what the whole family will enjoy.

 The BNM is also a much more active participant in fathering: 

• In a 2005 survey conducted by CareeerBuilder.com, 49% of working dads (compared to 43% in 2004) said they would be willing to give up their breadwinner role to spend more time with their children if their spouse or partner earned enough to support their families.
• The number of single fathers is also increasing.

Survey results have indicated that the metrosexual is here to stay. Today’s BNM has embraced the softer side of his personality and is redefining masculinity in all aspects of his life.

Research undertaken showed that this redefinition crosses all generations, geographies and backgrounds.

The message to marketers is clear, the BNM is looking for products, services and  communications that appeal to his unique brand of masculinity, a man comfortable with his feminine side.

Disclosure: Network PR, the publishers of PR Influences, is the Australian affiliate of Ketchum which is ranked among the leading international agencies.