The closure of lads’ mags Zoo and FHM should serve as a reminder to brands to evolve with their target audience, a marketing professional has said.

According to David Titman, Marketing Manager at Lynx, the way men appear and interact with the world has altered fundamentally in the last 20 years.

As a result, he believes brands should avoid making the mistake of believing men are interested in football, women and little else.

“Brands need to update the way they appeal to these modern men,” he commented. 

“There are just more ways to engage guys than there used to be.”

Mr Titman said his organisation is bearing this in mind as it revamps its marketing strategy, as it has to reflect the fact men have become far more “discerning in their grooming habits” in recent years.

“We’ve got to make sure that the brand adapts to meet the demands of the category as well as the broader cultural shift,” he commented.

Jonathan Bottomley of BBH, which has worked with Lynx on revamping its brand, added that the change in direction was necessary as the “classic lad” stereotype is not seen as desirable any more.

In fact, he said it is no longer an image that men aspire to achieve or something that women are typically attracted to.

“Men want to be seen as worldly and having achieved things; that feels culturally more on the money for male-focused brands now,” Mr Bottomley remarked.

He went on to state that the promise of Lynx products needs to be “rooted in confidence for guys, rather than the effects it might have on women”.

How brands are moving on from lads’ mag culture Marketing Week