购买男性护理产品的消费者中60%是女性。因此广告既要吸引男性——创造需求,也要吸引女性——带来实际购买行为。这是很难的。上世纪70年代,一则OldSpice电视广告的开场,一个女人蜷缩在转角沙发,沙发上很多华丽的靠垫,她周围都是盆栽的棕榈树和民族风情的小雕塑,简直像一个嬉皮天堂。这位褐色头发的 Sixty percent of consumers who buy men’s care products are women. Therefore, it is necessary to attract men to advertise - to create demand, but also to attract women - to bring the actual purchase behavior. This is hard. 70s of last century, the opening of a OldSpice television commercials, a woman curled up in the corner sofa, a lot of sofa cushions, surrounded by potted palm trees and ethnic sculpture, just like a hippie paradise. This brown hair