Quote:
Originally Posted by Beef Supreme
First of all, I'm not sure the alienation is limited to "older audiences." I've seen plenty of evidence that suggests you are pulling that out of your ass. Second, do older men not shave anymore? Do they not buy razors? What makes you think a younger audience is more valuable beyond the fact that they are likely to live longer so might be around to buy razors in the distant future. Third, I'm pretty sure if you asked the Gillette brass if they would be okay with pissing of a big segment of their customer base, they probably wouldn't be.
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Like I said, I don't know if it alienated younger audiences or not. I didn't like the ad and it's no doubt polarizing for younger audiences. Maybe for the worse. I don't know. I'm not a millennial and won't pretend to know what they're thinking.
But in terms of customer lifetime value, no doubt younger customers are more valuable. Razors are an extremely brand loyal category. You have to get them early or else it's really difficult to get them to switch. Goes without saying you'd rather acquire a new customer who'll be there for 30 years even if it means losing a customer who'll only buy from you for 10 more years. Especially important if younger customers are starting to get picked off by shave clubs.