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Cologne’s Real Target Market: Women

Posted: January 26th, 2009 | Author: | Filed under: Idea Drunk's Ideas | Tags: , , , , | 3 Comments »

I have a confession to make. I don’t get cologne. Seriously. The whole fragrance category astounds me. Their marketing is total fluff that I don’t understand. Fragrance industry, let me lay some consumer insight on you:

  1. I automatically associate certain scents with douchebags. Like Davidoff’s Cool Water.
  2. I have never bought cologne for myself. I’ve always received it as gifts.
  3. I don’t wear it everyday. I wear it when I want to impress.
  4. I don’t wear it for myself. I wear it for the people that I’m going to interact with.
  5. I can’t tell which scents smell better than others
  6. I always defer judgment to a woman.

So what’s the key insight here? Women are the target market. Why? Because men wear it to get a reaction from them. They appreciate it. They make it sexy to wear. They make it desirable to purchase. But most of all, they substantiate (or put down) your choice. Trust me, there is nothing more validating than when a women nuzzles next to you and whispers, “You smell nice.” There’s also nothing more embarrassing than this.

I have more thinking to do on this topic. Thoughts?

- Christian

3 Comments on “Cologne’s Real Target Market: Women”

  1. 1 Chowner said at 11:16 pm on January 26th, 2009:

    60% of the time, it works every time.

    Cologne is a scam perpetrated by stinky men to make women think they’re actually suave – when they’re most definitely not.

    But you gotta love this ad. If you’re slightly pervy.

    http://style.popcrunch.com/tom-ford-fragrance-for-men-ad-campaign/

  2. 2 Christian said at 11:48 pm on January 26th, 2009:

    Hahaha… that’s hilarious and R rated.

    Although I disagree with your “Italian shower” theory. Somehow I feel that a pretty girl would have better luck convincing me that it’s hot, than a stinky guy would have convincing a girl. (so the conspiracy swings that way)

  3. 3 Tien said at 1:16 pm on January 30th, 2009:

    Maybe cologne and perfumes have outlived they’re purpose. It was once common for people to bathe only infrequently so perfumes and colognes were a good way to cover up your natural musk.

    Now, personal hygiene is high on most people’s list of priorities.

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