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Carhartt

IN BRIEF

The Ask:
Create a way for Carhartt to combat their seasonal purchasing issues.

Challenge:
Due to the durability of Carhartt's products, customers typically aren't making recurring purchases.

Solution:
Develop a product that blue collar workers will continue to purchase.

BACKGROUND

There's a lot of stigmas and stereotypes around men's skincare and lotion.

Men typically resists skincare from brands that are known to produce women's skincare or label their products as "lotion" or "skincare".

Carhartt prides itself on being dependable and durable. Their mission is to build rugged products to serve and protect hardworking people. While protection is their mission, my team discovered an area that Carhartt isn't protecting for: skin protection.

50% of men have been seeking out and purchasing personal care brands that specifically target men. At the same time, 26% of men have begun shopping for their skincare within the last year.

Realization

Insight

Men need skincare that not only suits the needs of their skin but also doesn't emasculate them. In addition, they want to protect their skin without feeling judged.

Opportunity

Room for Carhartt to expand their commitment to protection beyond clothing.

Target

Blue Collar Workers

- Suffer from acne and unhealthy skin as a result of frequent sweat build up on the job & sun exposure.

Introducing: Carhartt Skinguard

Team

Danny Barock (Creative Brand Management)

Hannah Jackson (Creative Brand Management)

My Role

Project management, market research, consumer research, deck outline, creative narrative

The goal of Carhartt Skinguard is to create a men's moisturizer that protects Blue Collar workers and doesn't play into men's skincare stereotypes.

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Referred to as skin moisturizer instead of lotion due to stigmas and stereotypes. The name Skinguard allows it to appear more masculine and rugged.

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The packaging is camo because it'll appeal more to the target audience, blue-collar workers. The camo also gives off a masculine feel, which makes the Skinguard seem more manly.

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To entice the consumer to purchase Carhartt Skinguard, we created a special offer that includes a tool pocket pouch with each purchase. The tool pouch also references the target audience in that they'd get a lot of usage out of a tool pouch, where they could also store the Skinguard.

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Offering samples to customers allows them to try out the Skinguard without committing to purchasing a full bottle. It's also a way to convince hesitant customers to buy the product.

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Placing Skinguard around popular products in stores guarantees that consumers see it. The more they see Skinguard, the more likely they'll purchase it or get a sample packet.

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Comical print ads depicting uncomfortable moments to demonstrate how uncomfortable consumers will feel once they stop using the Skinguard. These would be placed in men's health magazines, homebuilding magazines, etc.

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Utilizing Carhartt's social media will help build hype around the product's release. The two pre-release product teasers are meant to create interest in the product. While the post-release product teaser is meant to inform customers about the product.