If you look around at all the cosmetic stores in Canada and the United States, there is a common theme among all of them...the lack of male presence. I believe that Kozmetika should look at addressing this issue. I know cosmetics isn't a "top of the list" priority for most males, but I do believe that every guy deep down does want to look good for a number of reasons (ex. ladies, ladies, ladies etc.). If Kozmetika could make it fun and interesting for men to come into our store, men would be less reluctant to be dragged into the store by their girlfriend of wife. Here are a few ideas to attract men to come to our store and have them WANT to come inside:
1. Offer professional shaving experiences for the guys while they wait for their significant other to look around the store. This would take place in a "Man Cave" like atmosphere and would be done by professional barbers that can teach men how to shave properly and in doing so, promote the products they use (ex. The Art of Shaving product line). This would generate revenue for the store from the cost of shaving as well as potential revenue from male product purchases.
2. If the men don't want to get a shave, there should be an area more comfortable then the bench outside the store to wait at. In Kozmetika's store, there would be comfortable couches with big TVs to watch sports at in an environment that is more male friendly.
This "Man Cave" like setting would not take away from the main purpose of Kozmetika, since 90% of the store would be more inclined towards women's needs, but I believe that by having this 10% dedicated towards male interests, we can draw in a whole new customer segment that can differentiate us from other cosmetic stores.
2 comments:
I love the idea of reaching out to both male and female markets. I agree with you, it seems as though current cosmetic companies aren't utilizing the men who awkwardly wait for their female companion to purchase makeup. There must be a way to create some value for the males as well - generally speaking, males are the spenders in relationships and they aren't being utilized!
I love this idea! Getting men into cosmetic stores like Murale or Sephora is often difficult as it seems awkward to even go in and try a cologne. I personally will only enter one of these establishments with my girlfriend if she thinks I smell bad and need some cologne however the whole experience is needlessly awkward for the average male. A spot where we could hang out and watch some sports highlights on a comfy couch or play a quick game of COD would definitely attract me even more than the pretty sales ladies do...
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