Author S. Baumgart
Journal Edition sofw journal 9-2019

Abstract

Popular advertisements show a variety of multiple-in-one products for active and sportive men in the middle of life. Men who work on projects at home and at work. They have needs for multifunctional cosmetic products to save their precious time while standing successfully in the triangle of family working and hobbies. Multifunctionality is the all-over claim which can be found
for these products. One product for hair, face and body – fulfilling all the different needs of all body areas. To make it possible for men to focus and face “real” life without wasting time for trivialities. But do all men think in this way? Are men satisfied with multifunctional products or is it just a cliché? Does the multiple-in-one claim really fit? On the other side men´s cosmetic product range extends. The categories of men´s products are increasing and the range of products for different skin types, hair types and styles are increasing over the last years. Besides the products for different activities like sports and hobbies are rising. This suggests that not only convenience is in focus, but also performance and matching the skin type and preferences. Besides the active and sportive men who find themselves in advertising, there are a lot of men who do not fit in this picture. The student, the artist, the scientist for instance who find their success in other areas than the ones who are at home outdoors. Every man as an individual feels comfortable in another environment and has a different focus in life.

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