Bulldog study: men awkward about exchanging gifts

By Lucy Whitehouse

- Last updated on GMT

Bulldog study: men awkward about exchanging gifts
Major skin care player for male grooming, Bulldog, has launched a marketing campaign following its recent research that found men feel awkward about giving each other gifts.

When it comes to their best friends, a survey of men with male best friends revealed that almost 60% of men do not give a Christmas gift to their best friend, the brand has said.

With the company noting that “there’s not enough bromance in the Christmas air​”, Bulldog’s new campaign features comedically awkward male elves discussing the art of festive gifting.​ It has been rolled out online, on TV, and outdoors across London.

Men: reluctant givers

Bulldog commissioned its survey in collaboration with ICM, and looked at gift-giving behaviour across 1004 women and 1004 men in the UK.

Key findings from the survey all point to the idea that men are more reluctant to give Christmas gifts than women:

  • 57% of men with a male best friend don’t buy that friend a Christmas gift

  • 67% of women with a female best friend do buy that friend a Christmas gift

  • Men with a male best friend are very likely to agree (68%) that they would prefer to buy their male best friend a drink at Christmas than buy them a gift

  • Women with a female best friend are much less likely to agree (36%) that they would prefer to buy their female best friend a drink at Christmas than buy them a gift.

Bulldog’s festive campaign, made with adam&eveDDB, looks to address this awkwardness, and encourage men to give the gift of skin care to their male best buds.

Facilitating festivities

Simon Duffy, founder of Bulldog, explained the rationale behind the campaign: “To make it as easy as possible for men, Bulldog has created a range of Christmas gifts that are purpose built for man to man gifting​.”

Male grooming remains an area of strong potential for skin care companies,​ particularly across Europe and Africa.

Bulldog's campaign looks to further promote male engagement with the category, looking to open it up as an area of men-to-men bonding. 

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