Eng 112 FJT03
11 February 2013
It’s all in the hair
Lucky Tiger hair tonic for men uses a slick, comical approach to attracting men to buy their product. They appeal to men’s most stereotypical, primal desire to be a “man’s man.” According to their website Lucky Tiger has been in business for over 75 years. This advertisement has a vintage feel, assuming it came from the 1950s-1960s era. The ad runs in mainly men’s magazines like Maxim, Men’s Fitness and Playboy (“Lucky Tiger”). The sophisticatedly dressed man with an animal head is pictured smoking and smug deciding on which trophy is to be his. Should he choose the blonde, brunette, or redhead; they are all intrigued in his recent conquest and ability to look so good doing it. After all, the slogan reads, “Lucky Tiger gets the gals! (which one do you want.)”
The Lucky Tiger Company has been around since 1927 in Kansas City, Missouri. It was developed by a local inexpert chemist and barber. He made the products and soon found himself popular with the community and men who wanted him to treat them with the elixirs. He started selling his mixture out of his show and soon began to find himself selling out. After a friend convinced P.S. Harris that he could make serious money, in 1935 he branded and trademarked the product. By the 1950s, this hair tonic was one of the most popular and requested products in barbershops around the country. The company based a lot of its success at the time on the famous stars and their hair styles, “Dean Martin, James Dean, Brando and Elvis.” They actually blame some of the loss of business on the Beatles, who invaded the United States and caused men to want to grow their hair longer and less tamed (“Lucky Tiger”). To compete in a modern market the brand now uses all organic products and is PETA approved. This seems as a smart alliance since “Tiger” is part of the brand name and a tiger is featured on most of their print ads. The need for a man to be...