There are no low-interest categories, there are just boring run-of-the mill products and more interesting ones.
Despite growth in male grooming sector, men´s beauty products remain still low-interest category. Guys generally could not give a less about what shampoo, body wash or other beauty product they use. Our main heuristics usually are what is cheap, available (hence we use our spouse´s products) and little smell has never hurt anyone, ay?
I bumped into this product in the shower of our gym and immediately caught my attention:
Caveman Cleaner from Bad Labs is perfectly branded product in low-interest category for two particular reasons:
1. Value proposition is clear
I remember when 2-in-1 shampoos came out and you immediately started to wonder why you still need a separate shower gel? Shower is not about pampering yourself, it is a daily chore, you want it to be over quickly. Why would you not put toothpaste or maybe deodorant on that stuff as well? This is a hectic, fast world, there is no time for separate beauty products.
2. Branding is attention-grabbing and focused
Modern life is already too complicated and brands wants us to use different beauty products for different body parts. That just adds stress for modern man. We want to return back to time, when we were hunter-gatherers and did not need to worry about trimming our eyebrows. Our ancestors did only need water from rain, some leaves and charcoal and they seemed happy (until they became extinct). As paleo diet is becoming increasingly popular, why would not you go caveman on your grooming ritual as well?
Our gym shower has probably 20 different male grooming products, this is the only one I noticed and remember. Saying that you work in low-interest category is not a reason to not be interesting. It is just easy excuse.