Men Care Products ...Placement Issues

'Men Care' as a category has seen a lot of activity in the last few years and it would not be wrong to say that the category was born with the introduction of Fair and handsome by Emani, till then some companies had a few products here and there for men, but now one can see many other cosmetic companies coming up with exclusive products for men.

Nivea fairness cream for men, Garnier Hair colour for men is an addition to the list.

The introduction of these products is driven by the insight that men have anyway been using the fairness creams, with HUL estimating that 20% of consumers for fair and lovely are men and Cavin Kare estimates this figure to be 27% for their brand Fairever...

But looking at the overall marketing approach for these products , one also needs to think about the placement aspect for these products, one obvious place would be the men's shaving products and accessories section. But they also have been given prominent placement in cosmetic shops, the traditional stronghold for cosmetic companies, but another reason why these products are stocked and displayed prominently in cosmetic stores could be that they are being bought by wives for their husbands......