Personal Care for Men Contest Ended

Create the ideal space for men to get them to care about their appearance!

Start October 30, 2014 End November 17, 2014 23:59 UTC Deliberation Results January 2015
Start
October 30, 2014
End
November 17, 2014 23:59 UTC
Results
January 2015
Brief

Context

When it comes to personal grooming, some men go for the bare minimum - shower, soap and hair wash, while others love to experiment with various creams to moisturize and protect their skin. But regardless of their personal routines, all men want to look and feel better, especially at certain moments in their lives. The problem is that most beauty brands don't adapt their approach to men and don’t really make a connection with them. Whether it is the in-store experience, demonstrations in a pharmacy or the way brands market to them, male beauty brands can do a better job of attracting them and getting them to care about maintaining their appearance.

Unilever, one of the world leading companies in beauty and personal care, wants to attract the existing attitude by creating a beauty space designed for guys. Ideally it would appeal to them, get them excited and motivate them to buy more. Can you help design such a concept?

Creative Challenge

Design the ideal pop-up space for men only, with special products, services and advice related to personal care, grooming and beauty!

Unilever has a variety of grooming products and brands designed for men including hair care, skin care, cleansers, body wash, deodorants, oral care and more. You must choose at least one product and suggest a way of serving it differently to get more men to recognize the need for the product(s).

Some of the brands include: Axe, Rexona, Clear, Consort, Dove, Degree, Signal and many more.

Your pop-up space will be temporary and could be set up anywhere and at anytime. Think streets, offices, clubs, someone’s house, fire brigades, shopping malls, football stadiums… anywhere and anytime men would feel the need for grooming.

Identify key “male moments” such as job interviews, dates, social events, etc. Then think of designing relevant retail interfaces such as sports arenas, supermarkets, business districts, etc.

Suggest ways of connecting the chosen environments and product to men by including promotions, promoters, demonstrations or a different product layout. You can also use non-traditional sales representatives such as corporate image consultants. Your suggestions can cover a range of different forms of engagement - in person, in groups, communities, or a wider audience through digital tools.

Your ideas should be original and exciting to guys. You’re welcome to offer anything that would be suitable to the chosen venue and moment so long as it makes men interested in the products.

Your entry must include:

  • Details of the location of the pop-up space  and why you think men would find it relevant at this particular place and point of time.
  • A visual that shows the overall space and how it is laid out.
  • Explanations about what happens in that space and the experience men would get inside.
  • A visual that shows how products for sale and trial are displayed.
  • Anything that explains what your suggested ales promoters or promotions are like.
  • Explanations about why you think this is better than the existing offers.

Tips

The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.

For example you could imagine a pop-up space in a busy office complex, where men who would be coming in for job interviews, or to prepare themselves for important meetings or presentations could pop in whenever they like. The space will be small but have an expert at hand who could give you advice about products based on your immediate needs, and skin type. You could also get a quick haircut, face and hand treatments and some styling advice. The place will also offer healthy beverages to perk you up and have some good reads while you are waiting. There will be a selection of products specially prepared for executives with clear labels and instructions that you can try before purchasing. And you will be able to wash your hands or face in case you don’t like them. The pop-up space will rotate among the top business offices in each city over a period of one year and will advertise its location on social media. People could also book appointments to talk to a care consultant in advance.

Prizes

Jury's Prize

  • #1 Prize €3,000
  • #2 Prize €1,500
  • #3 Prize €500

Format

Presentation with text and illustrations in PDF maximum 5 pages.

Winning Criteria

Unilever is looking for fresh ideas and insights into what men really want when it comes to personal care, grooming and beauty. To win, your idea must show great understanding of what men want, explained in detail, and be an original way to create a new experience that will make purchasing products more appealing for men. We are also looking for ideas that are implementable and not extremely expensive to create. Keep in mind that ideas that have an extensive impact and will reach people all across the world, would be rated high. Think beyond existing stores to create a new, better experience that will get guys all over the world engaged.

Guidelines

Guidelines for this contest

  • Entries in English only.
  • Please include visuals in your entry in addition to comprehensive explanations.
  • Please choose at least one product/brand.

eYeka standard guidelines

  • Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
  • Keep the source files / working files of your entry until the winners have been announced as they may be needed.
  • Your participation must comply with the rules you accepted when you joined the contest.
  • Your entry has to be your own work to be considered into the contest. If you have included protected elements (music, photographs, designs, fonts, etc.), make sure to fill in the Legal Information section when you upload. You may be asked to provide the authorizations and licenses to use such elements.
  • You must be able to provide the written authorizations from each of the authors and actors who have contributed to the entry.
  • Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
  • Any entry that fails to comply with these rules will not be considered for the contest.