With Father’s Day this Sunday, we thought it was a perfect opportunity to have a chat with 341 client Menaji about their experience marketing a skincare line targeted exclusively to men.

341: What tips can you share about developing a company that sells products traditionally targeted to women?

Menaji: The easy part is that men have the same needs as women. They have skin imperfections that they want to hide or make look better, and they want to improve their appearance for both professional and personal reasons. Today, even the most low-maintenance men are recognizing that good skincare is no longer a choice, but a necessity to compete in today’s workforce, date at a later age, or just keep up with their friends. Men want to look younger and healthier, and clear, healthy skin is vital.

341: Do you find your customers are mostly women buying the Menaji products for their men, or that men are buying for themselves?

Menaji: Actually, our customers are mostly men, particularly with regard to e-commerce. We made sure that our website included easy-to-use ordering and a section that answers skincare questions so that men would feel comfortable buying. Of course, sales to women increase during Christmas, Valentine’s Day, and Father’s Day. As a result, our almost exclusively male customer base is showing a lot more female engagement as they realize that Menaji is a product that the men in their lives like to use.

341: What obstacle(s) did you overcome marketing to men? For example, did you find the use of YouTube videos and demo videos embedded in your website helpful?

Menaji: Yes, the use of videos embedded in our website has been invaluable in helping us provide a better online experience for our customers. Given that men generally don’t like to ask questions (think driving directions!), videos can educate on how to apply or use specific skin tone products for the first time. Women, in comparison to men, have been educated since they were little on how to use multiple products to ensure good healthy skincare; men need to be shown and videos are an excellent tool.

341: Which product do you recommend busy fathers should use to pamper themselves this year?

Menaji: For Father’s Day, men who are just beginning to take more of an interest in healthy skin and their appearance should specifically try three of our best-selling items: Face and Body Scrub, Power Hydrator Aftershave, and SPF 15 Lip Balm. Each provides basic healthy skincare and will ensure that a man looks great on Father’s Day and all through the year.

Menaji’s products can be ordered through their website or at Nordstrom.