Recently, I’ve noticed many companies are developing a “Man Brand” version of their product. It’s a great way to repackage the EXACT same product and reach a completely new group of customers.

About The Man Brand

You can categorize the “Sex” of a product into three categories: Neutral, Feminine, or Masculine. As a Man, I know how we shop. We look for the most masculine product first. If there’s none, we are fine with picking up a gender neutral product. If for some god-forsaken reason there’s only feminine products available, men will buy it. But we won’t be proud of the purchase and sure as hell won’t be loyal to the brand.

You can find a classic example of this in the Body Care Niche. Men want to smell of scotch and rich mahogany, not rosemary and lavender. We buy Axe, Old Spice, Dove for Men, and Head and Shoulders. We don’t buy Pantene or Garnier.

Is the shampoo any different? No. Change the scent and the product design and BOOM! you cater to an entirely new market.

As a marketer and entrepreneur, I see how this concept can be applied to countless niches, not just body care. In fact, it’s already happening. Let’s look at a few examples:

Weight Watchers:

Weight Watchers, a notoriously feminine weight loss product, is trying to break into the male market.

Slogan: Lose Like a Man

The plan: Charles Barkely, and lot’s of it.

Dr Pepper 10

Dr Pepper is trying to appeal to calorie-conscious men in a market where diet/low calorie soda is considered feminine.

Slogan: It’s not for Women.

The plan: Make it obnoxiously apparent that this is meant for men.

I’m sure there are a ton of other examples i’m missing, please comment if you can think of any.

On an ending note, are there any juicy markets that haven’t tried this marketing tactic yet? I can think of a huge one:

Acne Medication.

As hot as Katy Perry is in the Proactiv acne commercial, it’s not a Man Brand. Take the SAME product, Repackage it, and you have a multi-million dollar market. When I use acne medication as a man, I want to feel like I’m in a AC-130 dropping bombs all over that acne.  Make it happen.