Soft & Tough is a new cosmetic product aimed at men that helps reduce the effects of aging on the skin while providing sun protection. Anti-aging moisturizer is not a new concept as it has dominated the market for years, focusing on women. Now is the time to introduce such a product as an anti-aging moisturizer for men, with UV protection, to take advantage of such a large market and "emulate the same success as anti-aging products for women" ( Golding 2009). for years. Soft & Tough should focus on the “authenticity, craftsmanship and performance” (Tungate, 2008) of the product as this is the basis of men's interest in any product. It has been found that men will remain loyal and dedicated to products that meet their exact needs, unlike women who would be more willing to try something new. Understanding how to market this gender-specific product requires a better understanding of consumers. According to Kotler and Keller (2009), one must understand four segmentation schemes to understand the differences between customers. These four patterns are: geographic, demographic, psychographic and behavioral (p.114). Therefore, when it comes to marketing, it should be a simple marketing campaign, detailing the benefits of the product, representing men from different backgrounds, as I will detail below. Additionally, aggressive marketing campaign during sporting events such as weekend football on television, Superbowl advertisements and in sports and men's magazines such as Sports Illustrated, GQ, etc. can help attract the attention of male audiences to Soft & Touch. The different targets are detailed below:1. Psychographic Lifestyles: Outdoor Athletes: This is middle of paper......for older men, these same celebrity influences sometimes work, although it has been found that most people of Over 45s are less likely to break from the routine of what has worked well for them for years. However, older generations would be interested in this product, as in this age group the growing number of baby boomers who will be interested in a product that helps combat the signs of aging could prove particularly popular. This product will be successful because “older men tend to be extremely brand loyal, a potential boom for brands in such a competitive market” (Golding 2009), after use and satisfaction with the product. Overall, the best form of advertising is always speech. oral recommendations, but today, social media forums and the Internet are becoming the new wave of advertising. Men, like women, are ready to share a good find with friends and family..