Guardian adds a masculine touch

GUARDIAN   MEN   MARKETING

Malaysia - Malaysia's largest health and beauty chain Guardian has launched a dedicated offering for men, as part of its newly relaunched store in Lot 10 mall.

Speaking at the launch Loi Liang Tok, chief operating officer at Guardian, said after years of catering to women it was time to ensure that men were provided with a personalised shopping experience.

The section will carry brands such as L'oreal Men Expert, Gillette and Olay for men is strategically placed at the front of the store and decked out in a slick black and grey to give it a more masculine feel.

Ivan Franco, marketing director for L'oreal's consumer and products division, said having a special section for men was important.

"Key trends have shown that men today prefer shopping for themselves alone as they need their privacy, hence a whole section for them" he explained.

Franco also added men's grooming habits have changed in the past 10 years with men today giving more attention to their grooming regiments.

"The average Malaysian man would spend around RM30 on skincare, this however is subjected to their lifestyle," he added.

Loi Liang Tok said through the newly renovated men's section, Guardian intends to improve men's shopping experience.

"It's organised by brand's and by categories in a masculine layout, with choices and variety at affordable prices" she added.

The Guardian at Lot 10 is the only one out of their 370 stores to have their men's only section and they will look into implementing this section to other of their stores if the feedback received is positive.

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