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
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.
