OBJECTIVE:
Encourage women to take their man to the spa with them to get “he-waxed.”
TARGET AUDIENCE:
Women with boyfriends or husbands (who have more than just a little unwanted hair).
TARGET INSIGHT:
It’s no longer 30,000 BC. The Neanderthal look is out. Sure women want their man to be a man, but not a caveman.
Women want a Modern Man.
A Modern Man is a supportive bonding nurturing primary care giver. He is feeling, healing, sharing, and caring. He isn’t afraid to show affection or emotion. He exhibits confidence and is comfortable to treat women as equals. He is laid back but fashion forward.
STRATEGIC IDEA:
Evolve your man.
SUPPORT:
He-wax makes your man look and feel like a Modern Man, boosting his confidence and changing his attitude. Sometimes men need a little push (to embrace change); help your man feel like the man you know he is deep down.
I know some of you guys had concerns with the earlier brief saying you needed more support as to how this targets women. I hope this revised version makes it clearer.
ReplyDeleteIn short: Women want modern men. This brief is telling them that He-wax can help make their men modern men.
I think it's getting there. The issue though is that you have all of this support and detail about the Modern Man and very little about the woman that we are targeting.
ReplyDeleteWhat's her moniker? How is she different? Like I was asking in my last comment on the brief, I get that she wants a Modern Man your description makes him sound ideal but what does the woman get out of it? Is it a vanity issue where a woman doesn't want to be seen with someone with excessive body hair? Or a feeling/touch issue, is there some thing negative to having to touch massive body hair constantly? Or is it something different entirely?
I have some insights from asking people but it would be nice to have some support. Another thing to maybe bring up in the brief would be how hairy is the guy to begin with and how much do women want removed? From what I've been hearing is that women don't want a guy to be hairless - like one of those allergy free cats eww - but if the hair is reaching sweater consistency than something needs to be done about it.