Industry Facts 60 companies and 200 brands competed for consumer purchases of mens cologne and after-shave.

. Retail sales of mens toiletries was $246 million in 1979, a 13% increase from 1978 Market Segmentation: over $10, $10-$4, and $4 MEM competed mostly in $10-$4 English Leather competitors include Old Spice (Shulton division of American Cyanamid), British Sterling, (Spiedel of Textron), Jovan (Beecham), and Brut (Faberge) English Leather targeted at younger users, compared to British Sterling or Old Spice $4: Aqua Velva, Mennen Skin Bracer and Brut 33, targeted at older age group than English Leather Consolidation of independent manufaturers by large corporations due to their high profit margins Many new products introduced in late 1970s $10<: New brands with designer names frequently launched partly because national distribution and heavy advertising were not considered essential to success $10>: Heavy advertising needed. Chaps, Oleg Cassini and Denim had combined advertising of $7 million in 1979. Total advertising for mens after-shave and cologne in 1979 was $45 million, a 30% increase over 1978. Top 12 brands accounted for 62% of expenditure in 1979, up from 52% in 1978. Shulton spent 50% more to advertise old spiace than MEM on all six of its line in 1979. Men favourably remembered English Leather as the fragrance of their youth Old Spice remembered as the fragrance my father used Designer fragrances were expected to reflect the fashion images of the designers => Does Cambridge