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‘Brand positioning is so important in the men’s arena,’ barks Bulldog

By Andrew MCDOUGALL , 06-Feb-2013

It is the season of men’s grooming it seems, and with this in mind, CosmeticsDesign-Europe.com visited the HQ of natural skin care manufacturer Bulldog to discuss the challenges in the male arena and how to tackle them.

The UK-based brand recently launched its line of natural products in South Korea, its 13th global market, having successfully launched  in Ireland, Australia, and New Zealand; as well as in the US, Norway, Sweden, Denmark and Germany.

According to company co-founder Simon Duffy, Bulldog’s success has come from a clear and targeted mission statement, aided by building a brand specific to men’s needs, an one they can relate to.

“It is a big advantage for us to be seen just as a men’s grooming product provider,” he told CosmeticsDesign-Europe.com. “It tackles the problem many face in the male grooming segment.”

Identification

Traditionally the men’s skin care market has moved a lot slower than the women’s, and there has been a clear divide in the type of male consumer.

On the one hand, you have the ‘engaged’ consumer who will know the products he needs and what he is putting on his skin; on the other, you have the ‘less engaged’ man who will just use the necessary products, will not spend much time thinking of a purchase and may be put off by perceived women’s brands offering a male alternative.

Duffy explains this is where Bulldog has stepped in and provided a natural and cruelty-free product for the man concerned with his daily beauty regime; but by positioning itself and focusing solely on the men’s market, it retains its masculinity and can engage the male consumer more.

Challenging

“When it comes to skin care men do not have the same uptake as women,” he continues. “By creating a brand just for men, it stands out, and appeals more to the male consumer.”

It can be notoriously difficult for a new brand to try and grab a slice of the men’s market pie, due to the big players traditionally dominating the field.

However, Duffy explains that by positioning Bulldog as a men’s brand and establishing that perception in the market has helped to take the fight to the likes of L’Oréal and Nivea.

“A male version of a female brand may not work. Being an exclusively male brand can appeal to men – and it has certainly worked for us,” concludes the Bulldog boss.

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