Marketing Skincare to Men with Alejandro Fiecconi @ Dove Men+Care

Shoe Notes: In this episode of the Beyond Beauty Podcast, the host converses with Alejandro Fiecconi, the global head of brand at Dove Men+Care. Alejandro shares his journey from Argentina to Unilever, emphasizing the significance of purpose-driven branding. The discussion covers the challenges of educating men about personal care, the importance of sustainability, and evolving perceptions of men's grooming. Alejandro highlights Dove's commitment to addressing men's specific skincare needs and fostering positive conversations around masculinity and self-care. The episode underscores the role of education, sustainability, and innovative marketing in shaping the future of men's personal care. About Alejandro: Alejandro Fiecconi is the Global Head of Brand Dove Men+Care at Unilever. Alejandro’s passion lies in bridging brands and people through the transformative power of purpose. As the driving force behind Dove Men+Care’s innovation strategy, communication, and consumer activation plans, he’s committed to shattering stereotypes that hold men back from caring for themselves and others. Armed with an MBA from Warwick University (UK) and a wealth of marketing and advertising experience, Alejandro crisscrossed three continents, shaping purposeful brands for Unilever and NGOs in Latin America. Timestamps: Introduction to the Podcast (00:00:01) The host introduces the Beyond Beauty Podcast and guest Alethea Carney from Dove Men+Care. Alejandro's Journey (00:01:45) Alejandro shares his background from Argentina and her career aspirations in branding and marketing. Transition to Unilever (00:03:31) Alejandro discusses his decision to join Unilever and the importance of purpose-driven branding. Balancing Passion and Work (00:04:29) The conversation explores how Alejandro maintains her commitment to social causes while working at a large company. Connecting Purpose to Business (00:05:18) Alejandro emphasizes the need to align social initiatives with business goals for effective impact. Creative Execution in Branding (00:09:15) The discussion focuses on maintaining brand relevance through innovative and creative marketing strategies. Men's Personal Care Education Gap (00:11:00) The hosts talk about the lack of education for men regarding personal care products and skincare. Dove's Advanced Care Products (00:13:27) Alejandro explains Dove's new range of products designed specifically for men's skincare needs. Influencing Men's Awareness (00:15:29) Alejandro discusses strategies for educating men about personal care products through influencer partnerships. Sustainability in Personal Care (00:18:03) The conversation shifts to the importance of sustainability and reducing plastic in personal care products. Innovative Packaging Solutions (00:19:28) Alejandro highlights Dove's efforts in creating sustainable and refillable product packaging for the future. Sustainability Challenges in Daily Use (00:21:39) Discussion on the inconvenience of returning glass containers for sustainable products and consumer adoption issues. Innovation and Consumer Adoption (00:24:55) Insights on the need for iterative innovation to enhance scalability and consumer acceptance of sustainable products. Convenience vs. Sustainability (00:25:25) Conversation about the convenience of refillable products in hotels and the challenges in consumer systems. E-commerce and Household Shopping (00:26:26) Analysis of low e-commerce penetration in household shopping impacting the scalability of sustainable innovations. Financial Incentives for Sustainability (00:27:21) Discussion on the financial barriers to adopting sustainable materials over traditional plastic options. Complexity of Sustainability (00:28:06) Considerations on the multifaceted nature of sustainability and the impact of materials like lithium in electric cars. Understanding Raw Material Impact (00:29:34) Emphasis on the importance of analyzing the value chain and the implications of changing raw materials.

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