Client Success Stories » Just For Men

Combe's Just For Men Trial Offer Garners A 50% Higher Response Rate Than Previous Direct Mail Campaigns

Just For Men is the market leader in the men's hair color category. Like most companies in their position, they were always actively searching for new ways to expand their product line in order to increase their revenue.

When Just For Men decided to launch a new rinse-out variant on their hair products, they contacted Twenty-Ten with one goal in mind. They were looking for advice on how to best deploy a free sample offer in order to stimulate trial and convert potential customers into users.

Both Just For Men and Twenty-Ten agreed that it would be prudent to test any potential scenarios before rolling out the program nationally.

Identifying the Right Men for the Offer

Collaborating with the Combe Marketing team, we applied the TOPS® marketing engine, in conjunction with Just For Men's ideal customer profiles, to identify precisely who Just For Men's optimal customers were within a male 35-54 age group.

These consumers were deemed to be those with the following characteristics:

Insecurity about their looks/weak perception of themselves
Belief that they are disadvantaged both career wise and socially
Overdeveloped interest in trying a hair coloring product
Predisposition to request a free sample

Piquing Their Interest and Inducing Trial

Using the insights gained from TOPS®, Twenty-Ten was able to help Combe create and execute a direct mail free trial offer that proved to be enormously successful. It was a program that utilized multi-channel response mechanisms.

Just For Men experienced a 50% higher response rate than their previous direct mail initiatives. Just as important, this program achieved the lowest cost per order of any media category they had ever used - including DRTV, generally considered to be the lowest cost mass medium.

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