Xlylish gum in versions aimed at men and women.
For a maker of a general item such as chewing gum to exclude 50% of a potential market would seem like an ill-advised move. But there are male and female versions of fragrances, so why not separate versions of gum?
Major Japanese makers such as Lotte and Meiji are offering two versions of packaging for their popular lines, one with more feminine designs, and the other with more masculine color schemes, or creating completely new products with names such as “Glamatic” or “Male Fragrance.” The gum flavors are also designed to suit male and female tastes. Glamatic has a fruity taste geared toward women, while Male Fragrance contains a rose/menthol combination that is said to curb body odor by adding a whiff of rose the consumer’s perspiration.
Glamatic itself is divided into two package designs, mirroring the most noted fashion styles of young women in Japan: pretty and pink for “Lolita” fashion, and black and burgundy for “Goth” fashion. Convenience stores have caught on the this new twist in marketing by putting male and female gum on separate shelves.