Our friend Josh Conlay decided to hold a Focus Group relating to the use of humour in the marketing of male grooming products with five idiots, then type up the conversation, partly for the benefit of his course, partly for the laffs. Because it produced many laffs, thought I'd share it.
Start by playing video of David Mitchell on male grooming-bulldog products.
Josh Conlay-Well that should basically introduce you guys to the subject we will be covering today, male grooming products and the industry using humour to try and make it a little for acceptable and to persuade you guys to buy their products. If we can start by going around the room and introducing ourselves and saying how old we are.
Struan Brown-21
Matt Bateman- 25
Mike Richards- 25
Callum Forrest- 23
Allan Ryan- 27
JC- What do you guys consider when thinking about male grooming products? Is it more than just shaving? Is it moisturisers or hair products?
SB- Men using moisturisers is weird.....its unacceptable
(Laughter all round)
SB- and some use fake tan...
(More laughter)
AR- Male grooming, I think its anything above and beyond hair stuff really
JC- Any hair stuff? So any body hair control is fine?
MR- Err yeh I’d go with that
(Callum Forrest Agrees)
MB- What shaving leg hair, chest hair
MR- Yeh I guess not, Legs not so much
AR- For me, anything above wax, pomade, anything like that for your head hair, I think beyond that is male grooming
JC- What regular male grooming products do you all buy? Or have bought in the past.
SB- I use a razor, which is apparently male grooming according to David Mitchell, but I don’t think so. I use it to cut my
own hair.
JC- so you don’t choose a specific male shower gel or shampoo?
SB-No just whatever is on offer
(Callum Forest agrees)
(Laughter all round)
SB- I go for a manly one that’s on offer
(More laughter)
JC- A manly one?
SB- I couldn’t use even the mint one, Original source Mint
JC- but that does feel quite weird on your balls, especially if you risk a peel back.
(Laughter)
JC- OK cool that’s fine, are you guys aware of any recent adverts that brands have come out with that were supposed to be funny and aimed to change your mind?
AR- I remember the most recent Lynx one, the one with the angels dropping out the sky, and erm the Gillette one with Johnny Wilkinson which was just pff...
MR-(scratches his head) the one that stands out for me trying to change your mind if you like, in my mind you know are accepted but err was the moisturiser one with Gerard Buttler that came out recently, were he’s .....
CF-Yeh
MR- He’s playing rugby, and then he’s jumping out of a helicopter, and then he’s just roughly taking a girl.........
(Sarcastically) and it’s all because he uses moisturiser....what next?
JC- so its quite tongue in cheek, it’s supposed to be humorous and light hearted. OK great. If I show you all some adverts, I am going to ask you what you think about them, whether you think they are generally funny, if you like them and whether they would make you seek out that product on a store shelf. You may well have seen a few of these, but here we go.
Ad1- Old Spice http://www.youtube.com/watch?v=qtF13U5t8xE
JC- Any thoughts?
SB- That was unfortunately American
(Stifled laughter)
AR- it’s kind of funny though
CF- the whole point is laughing at the whole concept of male grooming, like the adverts before that
AR- But its still old spice
(All agree)
AR- they’ve still got a long way to go in rebranding before anyone under the age of (pauses for consideration) 55 buys it
JC- I think their sales would argue otherwise
AR- Yeh?
JC- Because they brought these out last year for the Super Bowl, and because they were such a success they basically had the guy in the ads, in a bathroom topless with a camera like this making video responses live to people tweets and online comments. And their sales have gone up by 107%
AR- Is that in the states?
JC- Globally
CF- We’ve got an aging population, so that could err effect things quite a lot
(Laughter)
JC- OK, maybe we should try another advert
MR- With fragrance stuff, I think the humour doesn’t really effect it, either it will smell really nice, well not like flowery, but like, ok yeh I’d quite like to smell like that. Or it will be the brand that doesn’t appeal to me, like Old spice
AR- This might be a bit of a stereotype, but I get my Girlfriend to buy, well I don’t get her to buy me stuff but she buys the stuff. It’s not something I, especially fragrances, think about
MR- I’ve got two, and I am sort of scared to try new ones
(Laughter)
MR- In case people don’t like them
AR- They’ve obviously worked really well
(More laughter)
AR- I think though that, that mainly is a point, but I’m pretty lazy when it comes to stuff like that.
CF- ‘Cos I get mine for Christmas, and I always get a couple for Christmas, and I never, well that will last me the year then, so I never need to by stuff, so in a way that advertising is probably more targeted at women than men
JC-Yeh?
CF- Which in fact is obvious as the man is saying, ‘do you want your man to smell like me’
JC- Well that was clearly an issue for them. So do you all fell that you are pretty common for most guys in the UK? Are
you a fair representation? Because I know a lot of younger Lads that have definitely got different opinions and are very
into/open about male grooming, even straightening their hair and plucking their eyebrows
SB- I’ve heard of boys straightening their hair
MR- I get the feeling we are a dying breed
JC- What of real men
(Laughter all round)
SB- Of actual men
MR- Well no, but I think its becoming more sociable
MB- More socially acceptable you mean
MR- Yeh in like fashion and that
JC- Have you all seen the use of male grooming products creeping into the rugby changing room over the last few years.
All- definitely yeh
SB- Johnny Collar has crept into the changing room
JC- I know for sure that it is more of an acceptable thing in the southern hemisphere, oz, nz and SA. Do you think that maybe with he influx of players from there its is becoming ‘more ok’, especially island players?
All-Yeh
Ad 2- Lynx http://www.youtube.com/watch?v=FMIeqH988Kg
(MB taps the desk, CF sucks his finger)
JC- That advert- funny in any way?
All- No not really
MB- I don’t get it, how does a fragrance change.
JC- this was an issue for the agency that were in charge of the campaign, they did so much extra and work on line but essentially it did not smell very nice.
MR- yeh that’s the trouble with Lynx
AR- It’s typical of a Lynx advert; you can tell it is a Lynx advert. In that respect for branding, I suppose it’s a continuation of the brand. But it doesn’t do it for me
MB- Well that is it isn’t it, Lynx is everywhere. So any where you go, if you see the black bottles of something or other in a supermarket, you think right that’s Lynx, and I still will always and just go and pick up that can of Lynx Africa and put that one in there
(Laughter all round)
MB- Because some ones given it to me once, and if I need it I know that I’ll have that one
MR- And you managed to finger a girl in the park when you was 13
MB- And that was all down to my Africa (Laughter) and I agree with you Callum, if someone buys you something the you just use because its well been given to you, and when you go out and buy it you buy the same one you’ve always had
MR- When it comes to deodorants and body sprays etc, I am more concerned about not stinking of sweat than smelling nice
(Callum Forest agrees)
SB- Yeh you’re not using the spray to attract women
CR- that should be their tag line ‘we will stop you honking of sweat’
(Raucous chatter about Mike Richards’ womanizing skills- now back to the advert)
MR- But that’s clearly not aimed at me because i will never ever look like the guy in the advert
SB- That’s a fair point actually
MR- Because in any of those three incarnations, I will never look like that bloke, so its, its err, (sarcastic sigh)
JC- But would you want too? Is there any outfit or look that that guy went for in that ad that appeals to you?
AR- (sheepishly) I want a cowboy hat
(Laughter)
AR- She was quite hot though
MR- He’s done well for him self
MB- Lynx adverts usually have good looking women
SB- well that's the point isn’t it, that your trying to get a good looking woman, and Lynx will make it happen
AR- Its like only 13 yr old boys will fall for it and only 13 yr old boys will buy it
CF- And matt
AR- It’s so blunt that it loses appeal
MR- It’s like an elicit copy of FHM that ahs been handed round the classroom at school
SB- Thanks Mike
Ad 3- Nivea http://www.youtube.com/watch?v=4YxGKnm_rL8
AR- is that serious?
(Laughter)
MR- If that's got any humour in it, then its to subtle for me
JC- Do you not think though because its serious for the majority of it, your not sure its a joke, and is it a joke?
MR- I don’t think it’s a joke, well....
AR- I think it’s a joke
MR- Is that on TV or is it viral?
JC- Viral
MR- Hmm viral, I wouldn’t be convinced that that is a joke
(Pause as group ponders)
JC-Really?
SB- (Confirms) it’s very subtle
(Callum Forest practices the various shaving techniques on his T-shirt)
MR- If it is a joke, who is the joke on?
JC- It’s not a joke on someone, its just silly nonsense
CF- Its one of those things that you think, oh HA, then when you get home you.... (Has another practice at the shaving
techniques)
JC- I think what it has gone against is the fact that Wilkinson sword brought out an instructional video on the perfect shave that was deadly serious and did not spread as a viral, so this is Nivea’s rebuttal, showing you how to shave you whole body.
SB- Ah OK
JC- Which leads on to this Advert, and I will let you decide if you think it is an advert.....
Ad 4- Wilkinson Groin http://www.youtube.com/watch?v=RcyezJsF6Co
AR- I hate him
(Laughter)
SB- That was just weird. Americans trying to be comical
(Laughter)
SB- They’re not funny.....as a nation they are not particularly funny. Americans go for very straight comedy rather than
sort of.........
MB- Wit
SB- Yeh, like that Lynx, I mean Specsavers advert. With the guy spraying and all the women around him and that and he puts his glasses on then you get the tagline, should’ve gone....... that's a brilliant advert.
AR- Probably the best male grooming advert around, even though its not
SB- Well yeh, as it was funny because you didn’t expect that to happen
MR- I think I actually switched off for that advert for so long that it took me months to realize it wasn’t a Lynx ad. I didn’t know it was Specsavers for ages. But That (refers to the 4th ad) get it off my internet
AR- Hate it
MR- I don’t care if they (Wilkinson sword) had anything to do with it
MB- That's not an advert though
JC- Is it?
MB- Well is it?
JC- Up to you
MB- No....................So....right.....so why did you show us that?
(Laughter all round)
JC- That's the point though, is it in advert?
MB- NO
MR- Apart from the subtle ‘here’s my Wilkinson sword gel and razor’
MB- Why did we just watch that?
MR- You do know what this is don’t you (points to room of men aka focus group)
SB- Not all adverts are.... ‘This is an advert’ in between TV shows, they can be things like this (points at screen) Here is
my Gillette Fusion gel and razor (laughs) they’re really good!
MR-I’m really stacked and good looking, people use these products in the shower!
AR- Now lets put some mints in some diet coke. Pretty much internet isn’t it these days?
JC- So even with the casual product placement, still no positive reaction to that?
MR- No it still feels a bit shoe horned
JC- So you don’t want your products to mess around, you want them to tell you what they do, no spicy language, just function, cost etc
MR-If you’re going to be funny, be blatant.
AR- For me, I’m not so keen on adverts, I like branding, sort of what the thing looks like, not too poncy, something quite
clinical, quite plain
(Laughter)
AR- And this is what you get (points at himself)
(More Laughter)
AR- I guess a lot of this stuff is not aimed for me, as I am not usually into my image
MR- Yeh me either
JC- Well that's the crucial thing, actually you are, because its not the boys that are already using these kinds of
products that they are focussing on as they already have ‘their’ money. That's why I was quite keen to try and find a group of people that don’t use much.......
All- (Laughter) Cheers mate
JC- So just to finish off, any products that you use, or should I say, any favourite products
SB- Favourite products? Not really
JC- Not one?
MR- Toothpaste
CF- Well you know, my hair stuff that I use, I use the same stuff, and I’ve never seen an advert, and I use it because I used it once and it worked and it’s easy to get, every time I go to the Barbers I think fuck it, I better have one of those
JC- Which is?
CF- That fudge stuff
AR- That smells nice
CF- My hair? Thanks. Yeh matt head fudge I think it’s called, but I have never seen an advert for it any where on the telly
JC- No they do, they sponsor a few TV shows on T4, and do print ads etc so in magazines and obviously banner advertising in supermarkets and salons. But I am guessing that is just a really strong brand presence for you as you trust your barber and if he uses it on your head you will buy it?
CF- Yeh
MR- I really like sure for men stuff, because in my experience of antiperspirant it keeps you dry better than anything
else really
SB- What I dislike about those adverts is how they constantly talk about how they stop white marks....which I have never found to be an issue.
MB- And it doesn’t smell nice, it doesn’t smell of anything, just clean and keeps you dry...well
CF- It’s no Lynx Africa
MB- you’re right, it’s no Lynx Africa, that's why I pop my Sure on, then put my T-shirt on and spray my Africa on underneath it
MR- you make a cloud of it, and then walk in to it
AR- I use err Sanex shower gel, again it’s that clinical quality product that looks nice and smells alright
(All agree)
JC- So, pretty much as a group, you want a quality product that you can trust, something you could lend to your Dad
without embarrassment
MB- And don’t waste money making it expensive on packaging and all that shit- make it good and cheap
MR- Just give me something that I want
CF- I think from what Allan has said and what all you boys have said, its more about how we have solved the problem in the past, see if Sure man has your trust, even if they bought out an ad I hated, I’d still buy Sure man, Or if another
company bought out and advert I loved, I’d still buy Sure man because I’ve tried it and I’m used to it and I know its reliable. So I don’t think in that respect I am that influenced by advertising.
MR- Yeh I think that's sort of the trouble with those Nivea ads and that Gillette Bull is that it’s not conferring any usefulness or trust in the product
JC- And it’s not an issue, as the issues has already been covered by previous products?
AR- It’s not something that crosses my mind to be honest when I am in a supermarket, I think right, that deodorant works, its here, I like it, I’ll keep going with it...until I have a problem nothing will change that.
MR- I’m not convinced girls are fussed about me having a shaved chest. Not from much experience, but I see no need to shave my chest.
JC- I think they were more making a joke on Wilkinson swords behalf and getting product placement rather than actually telling you to shave you chest but that is of course only my opinion....
JC- Does anyone remember an advert that is a few years old, that involved a girl lighting a safety match off her armpit because the mans face was too smooth? Also it was British.... So do you think that when dealing with the British Market they should make a stronger effort to stick with British advertising agencies?
AR- Dubbed adverts? Piss off
SB- Oh yeh
AR- definitely the one thing that is going to wind me up the most is that. So you can’t be bothered to make me a proper
advert? Fuck off then! Honestly, as you can tell, I am worked up already
CF- Fuck off Febreaze
AR- It really gets me going
MR- But Febreaze works!
SB- I buy Febreaze and it’s really good
JC- So don’t dub adverts?
AR- No give me a proper homemade one please.... (Laugher) And then I’ll ignore it
(Callum Forest’ phone goes off)
Team discuss language screw ups and all hope is lost........
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