Background

P&G says sections dedicated to men’s products offer convenience for shopping-averse males: They can find the items they want without hunting through tampons and other feminine merchandise.

Insight

The potential embarrassment of finding themselves next to women who are shopping for intimate products, or making an incorrect product choice on what can be expensive products, leaves men both reluctant to even enter the Health & Beauty area, let alone browse for new, regime-expanding products.

Creating male-friendly spaces, where technical information can be considered, can help win more males into stores, a shopping group that has been traditionally hard to capture in supermarkets.

Action

The creation of a man aisle.

Result

Not available

Reference

Abelson, J. (2011, March 22). Aisle of man. The Boston Globe.

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