Top 15 brands advertised by media £k June '00 - May '01 Total Press Cinema Radio Outdoor TV Totals 28,677 1,190 1,948 1,336 3,674 20,530 1 Gillette Mach3 Razor 5,734 351 0 508 594 4,282 2 Sure Deodorant range 5,448 5 661 0 1,270 3,513 3 Lynx Triple Blade razor 3,883 128 0 0 68 3,687 4 Wilkinson Sword FX 1,940 2 0 0 0 1,938 5 Right Guard Xtreme Sport 1,656 18 0 0 0 1,637 6 Lynx Gravity 1,488 91 0 0 108 1,289 7 Lynx Body Spray range 1,485 0 812 14 260 399 8 Right Guard Deodorant 1,264 59 0 0 0 1,205 9 Davidoff Cool Water 949 148 0 0 0 801 10 Sure Sport for Men 895 19 0 0 0 876 11 Nivea for Men 884 222 0 662 0 0 12 Christian Dior Fahrenheit 841 140 475 0 110 116 13 Gillette Shaving range 814 0 0 151 459 203 14 Lynx Toiletry range 810 7 0 1 803 0 15 Lynx Deodorant range 586 0 0 0 2 584 Top 17 male grooming advertisers £k June` '00 - May '01 June '99 - May '00 Totals 50,683 62,141 1 Elida Fabergé 24,412 29,022 2 Gillette UK 12,450 13,662 3 Procter & Gamble 3,737 8,822 4 Wilkinson Sword 2,458 2,881 5 Lancaster Cosmetics 1,127 1,198 6 Beiersdorf UK 1,115 954 7 Parfums Christian Dior UK 841 0 8 Colgate Palmolive 761 1,729 9 Prestige & Collection 701 944 10 Sara Lee H'hold & Personal Care 617 0 11 Creative Fragrances 542 578 14 Chanel 529 701 15 Carter Wallace 503 413 16 Sanofi Beauté 461 684 17 Elizabeth Arden UK 429 553 *Includes spends on some women's/unisex brands All male grooming advertising by media £k June '00 - May '01 June '99 - May '00 Totals 53,649 66,843 Press 9,652 10,997 Cinema 2,375 1,693 Radio 1,810 1.522 Outdoor 5,695 5,278 TV 34,061 47,186 Direct mail 56 167 Source for all tables and data: AC Nielsen MMS My favourite male grooming ad Stephen Bolton, marketing director, Jeyes UK Lynx Fantasy' "If this is the Lynx effect, I want it! A series of gorgeous women pander to our worst male weaknesses: being football bores, unfaithfulness, forgetting her birthday. All shot from our point of view, it is us, not they, who are doing the forgiving. While clearly aimed at a younger audience than me, it could almost tempt me to kick off mid thirties slipperdom and buy some. This is a great example of ignoring the product and selling the fantasy." {{MARKETING - P&P }}

Topics