这就是它!这是我唯一想到的两个例子。事情并没有改变多少。零度可乐的消费者是一个很小的、对身体高度敏感的目标群体。不是健康意识，而是身体意识!化妆品行业是这一领域唯一中了头彩的行业。但这与美丽无关。这是关于男子气概——尽管我们现在谈论的不再是包装，而是产品本身。化妆品行业能够进一步发展的唯一途径就是瞄准男性。她们知道男性绝对不会用女性的面霜。 So the pioneers among them had a good look at the criteria which are needed in order to appeal to men. And they found that it’s not a matter of bodycare but of performance. It’s not about beauty. It’s about appearing young, active and capable – towards women and also competitors. Once you know the motivation, you can take a product that has so far been of no interest to a given gender and make it relevant to them. So suddenly there’s a huge new market opening up. Most companies don’t understand that products and industries have gender.