Grooming brand spreads its wings and enters the body wash battlefield


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Highway to the danger zone: Wingman gears up to take on the big players
Highway to the danger zone: Wingman gears up to take on the big players

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UK grooming brand Wingman is tapping into the multifunctional trend and hoping to share a slice of the fiercely competitive men’s personal care market with the launch of its new unique 3-in-1 body, shave and hair wash formula.

The Wingman Multi-Gel is the first stage in an extensive NPD pipeline planned for the brand, with sales expected to be in excess of £500,000 for its first 12 months, with £4 million sales predicted by 2015, according to founder Stu Jolley.

Summer launch

Wingman Jolley
Wingman founder Stu Jolley (right) with Core Collective marketing expert Simon Maudsley

The exclusive launch with national retailer Tesco, is being supported by a strategic marketing programme built around social media, PR, athlete sponsorship and product sampling at various events across the summer.

Rooted in the theory that less is more, Wingman’s new range of 250ml products use a 3-in-1 formula, in three different varieties.

Charge mixes the scents of grapefruit, lemon, mandarin and coconut; Boom, a classic spearmint and peppermint; whilst JetFuel plays on the brands unique brand identity and aviation roots, combining wood, spice and fuel.

Brand importance

Wingman founder Stu Jolley tells that the new lifestyle range has been designed with its target audience in mind, and that engaging with the consumer is the key aspect of launching into a competitive market which has been dominated by the likes of L’Oréal and Unilever for some time.

“We wanted to develop a brand that fits the man-on-the-go’s lifestyle. We wanted to become their ‘Wingman’ – and this is important as it engages the consumer and promotes brand loyalty. Through ​[doing this] we have then developed the range to suit the desired lifestyle.”

“Finding the right people and specialists who could make these products is also essential, as you need to provide men with a product that is effective and fulfils their needs,” ​he adds, with reference to the multifunctional blend.

The whole package

Jolley also explains that a lot of thought has gone into the packaging, ie. Bottle shape, and the overall branding of the product to ensure it stands out on the shop shelves.

“The men’s toiletry category is in desperate need of some excitementand​ [for us] Wingman is the answer. We are different to anything else on shelf, whether it be the shape of the bottle right through to our reason for doing this.”

“We are targeting young men in their 20s who have already had their introduction to grooming products, and still want an effective product that reflects their lifestyle,”​ he explains.

Research has shown that men will stick with a product if it is effective and provides the quick fix they were looking for; therefore it is of utmost importance for brands to be male-friendly, and also effective and simple.

Related topics Market Trends Skin Care Hair Care

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