Recently, I have been thinking more seriously about what kind of marketer I want to be.
Not in the abstract sense of picking a job title or a niche, but in the practical sense of asking what type of work I actually want to do, who I want to do it for, and what skills I need to develop to get there. That process has started showing up in how I approach my coursework. Instead of completing assignments to complete them, I have been trying to use them as a way to practice the kind of thinking I want to bring into real work.
My marketing research course is giving me one of the clearest opportunities to do that.
The class’s final project is to develop a new product concept for a Fortune 500 company. A product that the company could realistically launch and build a full marketing research brief around it. Whatever I choose will shape weeks of work, so I am taking this opportunity to approach it as an actual client decision.
Why Procter & Gamble
The available options included Nike, Apple, Ford, PepsiCo, and Procter & Gamble. The idea of choosing Nike or Apple crossed my mind because both are culturally relevant brands with strong digital presences and no shortage of published case studies. But when I think honestly about the type of marketing work, I am building toward; those brands are not the most useful teachers.
My interest is in working with small, owner-operated businesses as a fractional marketing strategist. The clients I want to serve are local contractors, artisans, and craft businesses that are growing on referrals and need a real marketing system for the first time. What matters most for that work is understanding how to research a consumer, identify a gap in the market, and build a strategy grounded in evidence.
P&G is one of the most research-driven companies in consumer goods. Their model is built on understanding everyday people deeply before making product decisions, and that philosophy is exactly what I am trying to internalize. The company also operates across categories that people use daily, which means the consumer behavior data is rich, accessible, and directly applicable to how real purchasing decisions get made.
P&G is not the most exciting choice on the list. It is the most useful one for where I am trying to go.
Following the Data to a Product
With the company selected, the next step is identifying where the research points rather than defaulting to a category I already know.
P&G holds strong positions in men’s grooming through Gillette and Old Spice. What the data reveals, however, is that neither brand has entered the men’s facial skincare space in a meaningful way. Olay, P&G’s established skincare brand, is positioned toward women. That leaves a visible and documented gap in the portfolio.
The market supports the opportunity. According to the data published by Data Bridge Market Research in 2025, skincare segment currently represents the largest share of men’s personal care at 46.1% of revenue, driven by growing interest in hydration and sun protection among younger men. Strive reported that Gen Z men are adopting skincare routines at a significantly higher rate than previous generations, and the broader men’s skincare market is projected to reach $37 billion by 2035.
The gap and timing align.
The Product Concept
The product I am proposing is a daily facial moisturizer with broad-spectrum SPF 30, positioned under the Old Spice brand and formulated specifically for men’s skin. The working name is Old Spice FaceShield SPF 30.
The concept is straightforward. A lightweight, non-greasy formula that combines daily hydration with sun protection in a single product, using clean, reef-safe mineral ingredients, and packaged consistently with Old Spice’s existing visual identity. It is designed for a man who is starting to pay attention to his skin but is not looking to build a complicated routine around it.
Old Spice’s brand identity is already built around active, outdoor masculinity. A facial SPF extends that story naturally without forcing it. The men’s sunscreen market is currently estimated at $2 billion and projected to grow at a 7% compound annual growth rate through 2033, as reported by Data Insights Market. The FaceShield SPF 30, fills a real gap in P&G’s portfolio at a moment when the market is moving in that direction
How the Research Will Come Together
The brief will be developed primarily through secondary research to understand the competitive landscape, market size, industry trends, and external factors, including regulatory considerations around SPF formulations and the growing consumer expectation for reef-safe ingredients.
For target audience insights, secondary research will be supplemented with primary research. A quantitative survey would measure awareness, purchase intent, and current product usage among men aged 18 to 35. Qualitative interviews or focus groups would explore attitudes and perceptions in more depth, particularly around the willingness to adopt a facial SPF under a brand they already associate with body care.
The goal is not to prove the product will succeed. It is to build the kind of evidence-based case that makes a real launch decision possible. That is the standard I am trying to hold myself to, not just for this project, but for the work I am building toward.
References
Data Bridge Market Research. (05 Mar 2025). Global Men’s Personal Care Market Size, Share, and Trends Analysis Report. Industry Overview and Forecast to 2033 Data Bridge Market Research.https://www.databridgemarketresearch.com/reports/global-mens-personal-care-market
Data Insights Market. (19 Apr 2026). Technological advances in men sunscreen market: Trends and opportunities 2026–2034 https://www.datainsightsmarket.com/reports/men-sunscreen-1322863
Strive. (2026). Men’s skincare statistics: 25+ Sources. One Dashboard. Strive. https://striveskin.com/mens-skincare-statistics-2025/