Reinvigorating the Right Guard BrandI think they are on to something here. The sagging sales of the "Lad Mags" (accompanied by Maxim's drive to reposition itself) shows that the hedonistic, oversexed young male image is so last year. And that can't be bad.
This is a bold opening launch for Henkel to create a new consumer brand in the competitive bodyspray market, and in doing so, it is going against the grain of how bodysprays smell and have been marketed. Henkel is making a serious effort to extend the Right Guard franchise into new territory to help invigorate it.
"Right Guard is a great brand that has earned the loyalty of millions of U.S. men, including today's younger generation," says Koven. "We are saying that RGX is 'powered by Right Guard.'"
An Ignored Market: Maturing "Regular Guys"
With Henkel's encouragement to pursue innovation, Dial product managers conducted extensive market research to identify target consumers who were not currently using bodysprays, but who were open to the concept. "Current competitor bodysprays rely on marketing that is saturated with runaway sexual imagery," said Koven. "We believe their scents are overpowering for most women, and their consumers tend to be young teens on the prowl. We found that this positioning was a turnoff for many 'regular guys' who are a little older and more independent. Regular guys believe maturity and confidence can be better aphrodisiacs than an overwhelming fragrance. We are offering these guys crisper, cleaner fragrances that don't overpower. With RGX, they will get an 'air of confidence'™, not an air of arrogance."
The motivating tagline for RGX -- Are you ready to step up? -- also aims to capture young guys who are maturing. RGX television advertising features a confident young woman who educates on the qualities of a man vs. a boy, and how to have an air of confidence vs. an air of arrogance."