Dial for Men Magnetic body wash is the latest major mass-market product launched to capitalize on the popularity of grooming products positioned to assist young men in the dating game.

The product was unveiled during the National Association of Chain Drug Stores Marketplace Conference in Boston June 28-July 1.

Magnetic, which is shipping now, is unique from competing offerings because it contains a pheromone that helps to attract the opposite sex, according to the Henkel division.

The pheromone - androstadienone - was borrowed from another Henkel outfit, Schwarzkopf, which incorporates the ingredient in its mass market got2b magnetik hair gel, also aimed at men seeking women.

The substance is a metabolite of the sex hormone testosterone, and has been shown to significantly affect the mood of heterosexual women, according to a University of Berkeley, California study published in the Journal of Neuroscience in February 2007.

Packaging for Magnetic, which comes in Moisture Rich (blue label) and Clean Rinsing (red label) versions, features the copy: "We're not saying you need any help, but why risk it?" as well as "Cleans deeply without drying skin and leaves you smelling so good, women can't help but notice."

A teaser Web site for the product at GetMagnetic.com features the copy: "Are you single and wondering what's going wrong or maybe in a relationship rut? First thing - don't panic: GetMagnetic.com will be here soon."

The Axe Effect: An Eye Opener For Competitors

Magnetic follows in the footsteps of Unilever's sexually charged Axe brand, which launched in North America in 2002 with a collection of body sprays and in subsequent years expanded into body gels, antiperspirants and deodorants.

Axe is one of the top-selling brands in Unilever's personal-care portfolio, and competitors have taken notice. Gillette introduced Tag body sprays in 2005 with the tagline "Consider yourself warned," referring to the product's influence over women.

Around that time, Procter & Gamble introduced a line of body sprays targeted to a younger male demographic under the Old Spice High Endurance banner.

P&G expanded its presence in the young men's grooming segment with its purchase of Gillette in late 2005.

Early this year, Gillette augmented its namesake grooming brand with new styling products, hydrating body washes and antiperspirant and deodorant offerings to help men "groom for success from head to toe" (¹ Also see "P&G’s Gillette Announces Line Extensions, Stays Abreast With Unilever’s Axe" - HBW Insight, 2 February, 2009.).

In addition to Magnetism, Dial recently reinvented its Coast soap brand to attract male consumers ages 14 to 24. While retaining the "Eye Opener" tagline, Coast now comes in body soap and washes labeled and advertised to speak to a younger, sporty consumer.

The brand comprises Arctic Boost bar soaps with labels depicting ski slopes, Urban Fuel Body Wash with skateboarding-themed artwork and Pacific Force with surfing imagery.

The company currently is holding a contest entitled "Make Me Famous," which invites consumers to send in videos of themselves skiing or snowboarding to compete for a $20,000 one-year sponsorship for Coast body wash. The videos are viewable at Coast-MakeMeFamous.com, and the winner will be announced in August.

Dial's sister company Schwarzkopf is in the process of repackaging its got2b hair care products to reinforce its positioning among 18- to 34-year-olds.

In January, Schwarzkopf will introduce Ultra Glued pomade for men, the company announced during NACDS. The product "feels like gel but holds like glue," according to the firm.

Axe markets pomades targeted to younger consumers. Ultra Glued is "positioned right between Axe and American Crew," the firm says.

- Eileen Francis (e.francis@elsevier.com)

Henkel Courts Young Men Chasing Women With Dial For Men Magnetic

More from Archive

More from HBW Insight