Oral care market strategic brand management: Unilever launches the first toothpaste that targets men

Signal is launching White Now toothpaste Men who target, as its name suggests, the male.

Toothpaste designed for men: it is this surprising argument that the new advertising product of Signal brand is based.

A first in the market in good shape in France (+5.2% in value). "This launch is related to the fact that men, especially younger ones, are interested more in beauty care products, says Alice Jactel, head of the Signal brand. Our target will be about 25 to 49 years. "

Depending on the brand, men would lifestyle quite different from those of the female gender to justify the arrival of a setup exact toothpaste. "They smoke more, drink more alcohol in general, including the wine in France. They also have a higher consumption of coffee, which causes spots, "says Delphine Leroyer, a line manager at Unilever.

As anyone in the White Now range since 2008, the toothpaste uses the Blue Light technology - patented by Unilever - which can "drop a blue pigment on the enamel of the teeth" to act "by the optical effect to neutralize the component yellow teeth. "But the effect is temporary. But the fact does not go beyond two hours. And disappears when the person drinks coffee.

Now the smile is now a key element for the success of men. According to the manufacturer who conducted a survey (GMI), it would be the first test of seduction for a woman to "for humor, style or bank account."

The packaging is based on rather dark colors. A navy blue and black together with a green or blue depending on your version of the product ("Deep Cool" and "Superpure"). A packaging that clearly adventure field of products "for men" and contrasts with the usual codes of the toothpaste market fairly light colors.