Most of your students are probably in their late teens or early twenties. They can surely remember how it felt to go through puberty and all the physical changes it wrought in them. Using ‘adult’ products may have felt too old and stodgy, but the ‘youth’ products may not have fit all the needs too.
Deodorant is one of those tricky products to choose as youths turn into adults. Deodorant is used daily by 90% of Americans aged 18 – 29. That’s a lot of product and it comes at a time when the younger consumer is trying on different products and personalities to fit their needs.
Entering the tween/teen market with a fresh approach is Miles, a deodorant designed specifically for teens. The products were designed to help ease the stress of being a teen and uses inclusive branding for all teens, regardless of gender, expectations, or activities. While legacy deodorant brands represent a more traditional view of manhood, Gen Z views themselves with more focus on individuality. Key words for the product are clean, rugged, and fresh – quickly conveying the scents and brand focus.
Only sold online currently, Miles is sold at $8.99/unit. It will also be available this spring at Target stores.
What does your deodorant smell like?
Group Activities and Discussion Questions:
- Show Miles’ website: https://hey-miles.com/
- Discuss the importance of clearly defining a target market.
- In the case of Miles, is the buyer the same as the product user? What are the differences between the two groups?
- Divide students into teams and have each team develop a profile of a target market for Miles. Include demographics, psychographics, behaviors, values, attitudes, etc.
- Based on the target market profile, what makes this product unique for these customers?
- Next, have each team select three different tactics to use for Miles. Explain why each tactic was selected and how it will be used.
- Debrief by putting together the entire suggested lists on the white board. As a final step, have the entire class vote on the top three tactics to use.
Source: Norfleet, N. (24 February 2023) Sweet smell of success? Deodorant line hopes so. Minneapolis Star Tribune.