Convincing women that they need to shave their legs and armpits has a rich history in the world of marketing. Some claim it is nothing more than pure marketing manipulation, creating an unnecessary beauty requirement. Others disagree.

Resources:

Discussion Questions:

  1. Watch the two videos. What stage of the hierarchy of effects model does each one target?
  2. Explain how Means-Ends theory applies to the two videos, which target different audiences and market segments.
  3. Read the two articles regarding the history of leg shaving. Do you believe the activity was solely created by marketers? Why or why not?
  4. In many European countries, women do not shave. Does this represent a new target market for these companies? Defend your answer.

About Dr. Donald Baack

Co-author of textbook.

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