This month, two brands you normally associate with men are getting a girly make-over, one for profit and one for a good cause.
The NFL is going pink in October in honor of Breast Cancer Awareness Month. And not just any pink, take a look at this satiny, sparkly pink on gloves, shoes, hats, arm bands — everything except the football is pink, pink, pink.
It may sound like I’m making fun of these macho men in girly colors, but I think it’s wonderful. It’s great to see a huge brand do something completely out of character in order to support a great cause. And they’re not the only male dominated group donning pink this month. The police officers and firefighters of Maryland will be wearing pink, even tow trunks in Detroit are getting in on the action.
Another boyish brand getting a pink make-over is Xbox, but it’s not about supporting a cause, it’s all about turning a profit.
L’Oreal has just launched The Next Level, a beauty and style hub for Xbox Live.
The app includes how-to videos, beauty product recommendations, the ability to share on Facebook and purchase products. It also makes use of the technology by allowing expert and peer-to-peer conversations, a personalized section with a calendar and shopping list and a reward system for loyal users.
Esohe Omoruyi, VP Digital Marketing L’Oreal USA says,
“With more content and women on Xbox LIVE than ever before, we see this as a tremendous opportunity for L’Oréal USA. We wanted to connect with this rapidly growing audience and combine their passion for entertainment and beauty into one seamless personalized experience.”
Crossing gender lines with marketing could be the key to success in new area for an established brand. Think more women will tune in to watch football now that they see the NFL’s commitment to help stop breast cancer? Will L’Oreal’s move into the male dominated gamer arena be a turning point for gamer girls? Could very well be the start of something big.
Take a look at your products and services? Could your company benefit from a gender swap? Give it some thought.
And guys, if you want to check out L’Oreal’s style tutorials on the Xbox, that’s okay, too.