Soft & Tough is a new male-focused cosmetic product that helps reduce the effects of aging on the skin while providing sun protection. Anti-aging moisturizer is not a new concept as it has dominated the market for years, focusing on women. Now is the time to introduce such a product and focus it now as a male anti-aging moisturizer and UV protector to take advantage of such a large market and to “emulate the same success that anti-aging products for women have had” ( Golding 2009). had for years. Soft & Tough should focus on “authenticity, craftsmanship and performance” (Tungate, 2008) of the product because this is the foundation of men's interest in any product. It has been found that men will remain loyal and dedicated to products that exactly meet their needs, compared to women who would be more willing to try something new. To understand how to market this gender-specific product, a better understanding of consumers is needed. According to Kotler and Keller (2009), it is necessary to understand four segmentation schemes to understand customer differences. These four patterns are: geographic, demographic, psychographic, and behavioral (p.114). Therefore, as far as marketing is concerned, it should be a direct marketing campaign, detailing the benefits of the product and describing men from different social backgrounds, as I will explain in detail below. Additionally, an aggressive commercial campaign during sporting events such as weekend football on TV, Superbowl commercials, and sports and men's magazines such as Sports Illustrated, GQ, etc. can help bring Soft & Touch to the attention of male audiences. The different objectives are detailed below:1. Psychographic Lifestyles: Outdoor Athletes: This is the p...... middle of paper ...... for older gentlemen, these same celebrity influences work at times, although it has been found that Most over the age of 45 are less likely to abandon the routine of what has worked well for them for years. However, older generations would prefer this product as within this age group there is a growing number of baby boomers who will be interested in a product that helps fight the signs of aging which could prove particularly popular. This product will be successful as “older men tend to be extremely brand loyal, a potential boom for brands in such a competitive market” (Golding 2009), following product usage and satisfaction. Overall, the best form of advertising is always word of mouth advice, but today social media forums and the Internet are becoming the new wave of advertising. Men, like women, are willing to share a good find with friends and family.