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Marketers Of Body Wash Wooing Men With Multifunction Products

September 7, 2009: 03:46 AM EST
It’s been a tough challenge for marketers of body wash: how to woo men away from their handy, reliable, and masculine bar soap. But Nivea thinks it has the answer in the form of a multifunction body wash that can be used as a shampoo and a shaving gel. According to the company, convenience is the key attraction of multifunction formulas for men, many of whom like to shave in the shower. The next big marketing hurdle is convincing guys to use the dainty “pouf,” a nylon webbing sponge that uses twice as much liquid soap as the hands.
Andrew Adam Newman, "Adding a Masculine Edge to Body Wash", The New York Times, September 07, 2009, © The New York Times Company
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