Introduction
The first cosmetics product for men was developed in 1985 at the laboratory of Biotherm. L'Oreal was 17 years ahead of its main competitors (such as Vichy and Clarins) when it launched first products for men accompanied by the revolutionary slogan: "Men have skin, this is new." Now a leader in this field, its products for men go beyond after-shave. Men no longer use their wives' tweezers to pluck their eyebrows or steal their anti-ageing creams. Now, men are unafraid to admit their needs and buy the latest cosmetics on the market.
This is not applicable to all men. In fact, among the youth, the males who use skin care products are often branded feminine and are associated with a certain "taboo". For the youth, their image is a test, of sorts. They embody the changes and current changes in society, which allows brands to adapt.
France is an atypical market. Today, men have evolved, both in their approach to personal appearance and also in their relationship with work and leisure. Knowing, however, (as acknowledged by Anouk Diamantopoulos, director of the division's commercial group of male Interdeco) "that these are the same men, but who have simply enriched values out of the emotions they had in them."
Because women have changed, the men too have been forced to evolve. Men are no longer the heads of the family, the image of the man sitting at the seat of power, work and money has been shattered. He is trying to rebuild a modern identity on his new position in society.
Tags: Men's beauty care products, Male consumers in the cosmetics industry
[...] Question What is the heart of the target audience for personal care products for men? Question How much was the demand for these products in 2005? Question Who are the main competitors in this market? Question What is the hierarchy of marketing levers used by the manufacturers of personal care products for men? Conclusion Case Study: Care Products for Men Question Do you feel that using qualitative market research is justified? Question 2A: The choice of a semi-structured interview over other techniques of qualitative market research: a critical analysis on methodological choices. [...]
[...] Now, men are unafraid to admit their needs and buy the latest cosmetics on the market. This is not applicable to all men. In fact, among the youth, the males who use skin care products are often branded feminine and are associated with a certain "taboo". For the youth, their image is a test, of sorts. They embody the changes and current changes in society, which allows brands to adapt. France is an atypical market. Today, men have evolved, both in their approach to personal appearance and also in their relationship with work and leisure. [...]
[...] They understand that beauty is achieved through the proper maintenance of one's body; this includes looking after one's skin (face and body.) Men are so comfortable with the idea of beauty and no longer hide their “feminine” side. These changes have led to the regular purchasing of skincare products for men. Question What was the market penetration of these products for the 15-24 and 25-40 age groups in 2004? Penetration rate in 2004 15-25 years 37. 25-40 years 29% This survey deals with the number of people who use skin creams. These rates show that now, young people are also the target of marketing strategies because they are more sensitive to care. [...]
[...] The display of these products in stores needs to be carefully planned as well. Promotion campaigns In order to make it simpler to use, broadcasters are incorporating new technology into care products. It, therefore, fits in with the needs of the male consumer who wants a more convenient method, men spend less time in the bathroom than women. The product must also be presented clearly, men want immediate and practical efficiency and not a representation that would tend towards a "poetic dream", which is what would, typically, correspond with the expectations of women. [...]
[...] (Street marketing) We must employ a strategy that focuses on a segment of men who love and want to take care of their skin with a product of superior quality. This fits perfectly with the position of a company like HL. It is at the high- end of the market with an image of luxury. The company must also employ a strategy of diversification, i.e. woo a new audience with skin care products (after-shave balm, scrub, mask, eye , etc.) . [...]
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