Redefine Your Look to Impress

While I was surfing the web, I came across this Wahl – manufacturer of consumer, professional, and animal grooming products – advertisement. This ad was featured in the July ‘06 issue of Maxim – Ultimate Guys’ Guide – magazine. With that said, I am not the target audience.

Maxim is defined as an international men’s magazine based in the United Kingdom and known for its revealing pictorials featuring popular actresses, singers, and female models. Heterosexual men between the ages of 18 and 35 are the target audience of this magazine. If I didn’t know better, Id say that Maxim is nothing more than Cosmopolitan for men.

This ad targets men between the ages of 18 and 35 with facial or body hair, who like to keep themselves groomed. Maxim is an international men’s magazine, so this ad was seen across the globe, so the target audience is not geographically or culturally specific. Also, men in this target audience are young and active. They probably belong to a gym, since they care about looks, and like to hang out with the guys after work, since most of them are single. These men are also all about seeking attention from women. They might be in college, right out of college, first job or working their way up in a company and looking to impress is on their minds. This ad screams to them, “looking for the ultimate man grooming tool to get noticed?”

Goatee, beard, mustache or body hair, you name it, Wahl is the ultimate man tool for the job. Men like tools (love tools) and they love to look clean and cut for their woman or future woman, so why not combine the two loves into one ultimate man-grooming tool to satisfy both desires. Not only does Wahl specialize in shaving, but it also customizes the experience with individual tools for the different types of facial hair. Men love tools that clip, cut and shave and they love tools that are sharp, hand held and innovated.

The needs and wants of heterosexual men between the ages of 18 and 35, regarding shaving tools, are all boxed up into the Wahl shave collection.

How do I know all of this or think I do? Let’s just say all women believe they understand men.

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