"Male Call" marketing program launching in Origins doors now.
This article was originally published in The Rose Sheet
Executive Summary
ORIGINS "MALE CALL" MARKETING PROGRAM TARGETS MEN through a new in-store design created to attract the attention of male consumers, the Estee Lauder division said. Men currently represent 25% of purchases in Origins retail doors, and 5% to 10% of sales at the company's department store counters, the firm said. Male consumers tend to be "very loyal" to brand names and "real believers" in Origins products, the company noted.