Men’s fairness creams not off the mark – research says

Men may mock fairness ads targeting them, but underneath their pretensions, they all want to look good, according to India-based marketing-research firm NeuroFocus.

“Males are restrained from expressing this deep seated need as a result of centuries of social conditioning, but there is clearly a primal drive to be perceived as desirable,” it said, announcing its new research today.

The research was conducted primarily to help companies fine-tune their advertising strategies and measured the positive reactions or aversions generated in men using their brainwaves.

The research also found other strong ‘positive stimuli’ from men when exposed to different situations.

The biggest positive stimuli for men were the drive to protect and preserve, camaraderie, technology and achievement. If companies focus on these urges of men, NeuroFocus said, companies can make their product irresistible to men.

“The male brain has strong needs and desires that in some key ways are different than what is generally assumed. Marketing that misses the mark in acknowledging and appealing to those deep subconscious drivers is losing significant opportunities to capture and engage the male brain,” says Dr A K Pradeep, Chief Executive Officer of NeuroFocus.