Nivea For Men, a top-selling skin franchise—but not the largest—is making a strategic shift in advertising as a result of data showing exactly who buys men’s products in the first place.

For the first time, beginning in May, the brand will target women for Nivea for Men, putting more resources behind one message.

“We have seen some exciting data that shows almost 4 out of 5 men’s purchases are made by the female head of household. So we’ll target the same consumer we target for Nivea since women are the primary shopper for men’s products. We’ll convince her to buy for her significant other,” said Magnus Jonsson, Beiersdorf’s vice president of marketing for U.S.

Magnus said his decision for putting all marketing investments behind one campaign and one target consumer was made in part because a “smaller player needs a different game plan.”

“The inspiration for me from a broader perspective is this ‘challenger’ role we play in the U.S. We are not the biggest brand or company, and in order to break through we need to make sure we don’t split marketing investments into too many buckets. We need to remain consistent with imagery and be message driven by data, but also driven to pool money to break through the extreme competitive clutter.”

Nivea’s strategy is timely as competitors eye emerging markets for key development, putting their resources abroad.

The first ads will be out in May beauty and lifestyle magazines. The ads depict both men and women being affectionate, with taglines including, “Enjoy his skin as much as he enjoys yours” and “Help him put his most kissable face forward.”