Male customers choose fast and only remember a product they can use right away.
Many male customers have no skincare habit yet, shy away from products that look too fussy and don't want to read much. Sinh Vũ helps the brand speak compactly and clearly, so you know what it is for the moment you pick it up.
Three things first: compact packaging that doesn't look like every other black jar, a line of text that says at once what the product is for, and a way to explain use in a few seconds. Together they decide whether a male customer takes the product home or puts it down.
Little text, deep colors, a solid form; still with one detail that says it is yours.
The front says what it is for, in something concrete like holding a style or cutting oil.
The back or a small card shows how to use it, readable in ten seconds.
All are male customers, but their habits of use differ, so what needs saying differs too.
Their customersYoung customers and office workers, used every morning, who often ask the barber which one to use.
Brand challengeHelp customers choose the right hold and shine on the jar itself, without trying each type.
Their customersCustomers with no skincare habit, who buy because of oily skin or a nudge from family.
Brand challengeMake the first skincare step look easy and not fussy.
Their customersCustomers who keep a beard, need regular care and like things with character.
Brand challengeHave the character of someone who really looks after a beard, without falling into the familiar beard imagery everyone uses.
These are the places where this segment tends to lose customers even when the product works well.
Elaborate packaging, thin type, floral scent; a male customer picks it up and puts it down.
Keep it compact: little text, deep colors, a solid form, and state the benefit in something concrete rather than glossy language.
Start from this problemPomade comes in many holds and shines; for skincare, customers don't know where to start.
Clear hold and shine marks on the jar; three steps of use on the back; a short video for people who don't know.
Start from this problemThe same familiar tough imagery repeats across many labels; looking at the shelf, you can't recall any one.
Find character in the taste of the core user, such as office workers or freelancers, instead of a generic masculine look.
Start from this problemMale customers buy mostly on Shopee and TikTok Shop, where photos and video decide; barbershops carry a stylist's trust but the product has no small stand, no samples and no line to introduce it.
Do photos and video for marketplaces first; for barbershops, a small kit of a counter stand, a benefit card, samples and three lines for the barber to recommend it.
Start from this problemAt Choosing. Male customers usually choose fast, looking for a few seconds then deciding or passing. A box that can't state the benefit in that moment loses to the familiar product.
Touchpoints are where customers look, touch or read about the product. You don't need to do everything at once. These five decide most of a male customer's choice.
The first thing that decides whether the customer picks it up.
Male customers rarely read at length, so three steps you understand at a glance are needed.
Shows how to use it in a few seconds, which suits customers new to the product.
Customers trust the barber's word, so a stand and samples here carry their own weight, even though it is not the largest sales channel.
This is male customers' main buying channel, so the first photo and the video have to state the benefit.
Listed in the order to do them. A new brand can launch after step two or three; if you sell through barbershops, add the last two.
Name, mark, color and type with a character of their own, outside the familiar black jar.
Jars, tubes and compact boxes with the benefit and the marks clear on the front.
A short how-to video for Shopee, TikTok Shop and social media.
Counter stands and samples for men's barbershops.
Recommendation cards and a materials kit so barbers and dealers speak accurately about the product.
Sinh Vũ has not published a men's cosmetics project. The two below solve the two closest problems: speaking to male customers, and many products sharing one face.
The founder of estilo left a large corporation to open a premium menswear brand, and needed a mark that held its shape whether printed, embroidered or stamped onto material.
Brand identity for a men's fashion brand: closest in how to speak to male customers.
A packaged consumer goods portfolio with many lines, all going to shelf from one shared die-cut: Sinh Vũ built the logo system, identity and packaging…
One die-cut template used across the whole packaging system: exactly the problem of many jars and tubes sharing one family shape.
The principles behind it
Show the hold and shine at once with a clear mark on the cap or the jar body. The jar should open with one hand and be wide enough to scoop the pomade. Put short directions on the back.
No. Black is the familiar road, so it blends easily with other labels. Other deep colors like moss green, earth brown or warm gray keep the compact look while being easier to recognize.
State the benefit in something concrete, use little text, a solid form, and avoid soft details or an overly sweet scent. Compact and clear is what male customers trust.
A small counter stand, a card stating the benefit, samples, and a few lines for the barber to recommend it. Customers only trust it when the barber can explain it. This is a secondary channel; the main sales channel is still e-commerce marketplaces.
With a product customers use daily and can see working, like hair pomade or face wash. Do one good line first, then expand under one shared face.
A few lines about the product, where you sell it and what is holding you back is enough. Sinh Vũ will read it and reply within one working day.