That Mr. Clean Look Made Easy
IdeaVillage launches its 5th MicroTouch Titanium product
For guys who have always wanted to look like a P&G mascot, there has never been a better time to go for it. The Mr. Clean look is more popular than ever, and men’s grooming brands like MicroTouch are here to make chroming that dome even easier than before.
Campaign: MicroTouch Titanium Head Shaver
Marketer: IdeaVillage Products
Producer: Blue Reef Productions
This is the fifth MicroTouch Titanium product IdeaVillage has launched since the sub-brand first hit the airwaves in 2020. Coincidentally, all four campaigns appear on the latest DRMetrix.1 There’s MicroTouch Titanium Max at #8, MicroTouch Titanium Rovor at #24, MicroTouch Titanium Trim at #33 and MicroTouch Solo Titanium at #35. In fact, this campaign is already indexing at #34, so it’s pretty much a lock that we’ll see it on the 2023 True Top 50.
That said, each of IdeaVillage’s previous products has hit the mass-market sweet spot pretty squarely. Face shavers and body-hair trimmers clearly appeal to the majority of today’s men, but how big can the market for cue-balling possibly be? According to the marketing director for Edgewell (the company that acquired Harry’s razors), only about 7% of men shave their heads.
Then again, the article containing that stat also reports:
According to the American Hair Loss Association, 66% of men in the U.S. will experience some degree of ‘appreciable’ hair loss by 35 years old, and approximately 85% of men will have significantly thinning hair by 50.
Maybe IdeaVillage views this as a growth market? (OK, that pun was cruel.)
As for why men like the Baldilocks look, it might have something to do with a 2012 study that found men with shaved heads appear stronger, more dominant and even an inch taller. It certainly worked for that Amazon guy!
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“Weekly Spend Index Report for ASONTV Brands,” Week 5, 01/23/2023 thru 01/29/2023