cosmetics for men

8/3/2019 Cosmetics for Men

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A promising market?


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Nowadays men are worrying more andmore about their physicalappearance

So, as a firm, should we pay attentionto this growing market and throw intoit products? Or is it just a trendingfashion that as soon as it came willdisappear?


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Our team decided that we should takeadvantage of this markets possible growth.

But doing so wont be an easy task, becauseas the new market it is, there should beplenty of knowledge about what theconsumer needs, what does it wants, whendoes it wants it, where and how does it wants

it.


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Answers

attract the opposite

sex

care about how they

look

personal care


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Decisions based on

same as hygiene

products

depends on the

product

depends on the

brand


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024

68

10

Products

Products


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aspects

young and trendy

look clean

hair and smell


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Men could go to spas, hair salons or storeslike The Body Shop to buy products thathelp them project a good and healthy imageof themselves at work and in their social life.

Other stores where men can find cosmeticproducts now a days are: Clinica Terapi (Feet

clinic), Bamboo Spa, Bagua Spa, O San Pedro,The Men Spa, among others.
http://www.gettyimages.com/detail/200569285-001/Photodisc


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In 2010, mens fragrances registeredhigher rates in sales than womens

perfumes in Mxico.

Also in 2010 there was an increase inconcerns of the damage to the skin thatcan be done by exposure to sunlight,which led to sun protection becoming apart of the daily routine for manymexicans.

Nivea for Men and LOral for Men havebeen gaining popularity in Mxico with

products that help men reduce the signsof fatigue and ageing process. Theseproducts can be found in supermarketssuch as Wal-Mart, HEB, Soriana, etc.


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Males who deviate from this ideal (bigmuscles and virile) by being either too thin ortoo fat may experience negative body imageevaluation and invest more in their physical

appearance (Morrison, Kalin & Morrison,2004).

Potential target market.


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Bartlett, Vowels, and Sauciers (2008) meta-analysis of 15 correlational studies similarlydemonstrated that pressure from mass mediawas significantly related to body

dissatisfaction, self-esteem, and (especially)body esteem, particularly among young adultmen (average d= -0.19).

Age factor on target market and factors thatmotivate men to care about their appearance.


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While internalization of media messages emerged asa theme in all transcripts, participants differed interms of their own perceived susceptibility and in thetypes of messages they felt they had internalized.

For some, a disjunction was observed in that theysaw men, in general, as highly susceptible to body-related messages disseminated by media, but notthemselves personally.

Others acknowledged that they were not impervious

to mass media but emphasized messages that werehealth-related rather than aesthetic. Only a small number of participants revealed

personal internalization ofaesthetic-related mediamessages .

Probable approach on marketing and promotion


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In Mexico and Central America, body care formen does not have deep roots, but massmedia exposure to trends in Europe and the

USA is creating greater demand.

Two years ago, in Mexico, there was littleinformation on available facial and bodytreatments, but today brands such as CarloCorinto Skin Essentials not only market, buteven develop their products.


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Latin American men like to think they areknown for good looks, masculinism and self-confidence.

These consumers are today turning tocosmetics to sustain and accentuate thisimage. The Latin American market for malegrooming products and services is now oneof the most dynamics in the world.


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The region is on the wholean appearance consciousculture and the desire toenhance ones appearancehas been fuelled by theculture of competition in theworkplace.

This, added to the changingimage of macho (still verymasculine but with a healthyand meticulous appearance),has resulted in the pressurefor men to follow a dailybeauty routine.


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NIVEA for MEN Why this brand? This brand iswell positioned because of its sober design whenit comes to packaging. Also, they have a widevariety of useful products which dont appear likecosmetics at all.

AXE Why this brand? Axe started out as adeodorant brand, but theyve expanded theirproduct line to body wash, shampoo &

conditioner, hair wax, etc. Theyve alsoimplemented a well designed publicity whichattracts male & female viewers.


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http://www.jasonshankey.com/expert/advice.php?func=view&HID=27&hint=Future%20of%20Male%20Grooming
http://www.jasonshankey.com/expert/advice.php?func=view&HID=27&hint=Future%20of%20Male%20Groominghttp://www.jasonshankey.com/expert/advice.php?func=view&HID=27&hint=Future%20of%20Male%20Groominghttp://www.jasonshankey.com/expert/advice.php?func=view&HID=27&hint=Future%20of%20Male%20Groominghttp://www.jasonshankey.com/expert/advice.php?func=view&HID=27&hint=Future%20of%20Male%20Grooming


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Age Young men images that break with traditional icons

of masculinity.

According to Frank Mort (1988), the evolution in

young mens culture results in an increased interestin the way that men look. He declares that young menare being targeted by the advertising industry, andare becoming more conscious than before of howthey look.


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The younger generation is more opento cosmetics than the former one. This

target (18-35 years) constitutes aninteresting market for the cosmeticscompanies, 42% of the 15-30 yearswant to be attractive.

Also old men that does not want toloose the illusion of her youth may be aposible target. People want to take careof their skin and to make it moreattractive.

Ex:Theyre not severe dark circles, but the

concealer makes me look less tiredwhen I have had just four hours sleep,as I have had today, Mr. Albert


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Economic level

Medium & High economic levelThe beauty products are a pleasure purchase.

The consumer should have enough time and a sufficientincome

to purchase and use those products.

LocationBesides, the new trends appear most of the time in big

cities and spread all around after. Lots of newphenomenon appears in the cities.

People that are more open minded live in big

Cities.


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MetrosexualThe characteristic of the metrosexual is that he is neither

androgynous nor homosexual. Although it has a part offemininity through the jewels and the make-up which he

carries, they does not doubt about their virility.

Likes and takes care of him Is concerned with his weight,

Goes to fitness club

He also takes care about his alimentation and health.

Takes care of its skin with: facial cleansers,moisturizers and exfoliants.

Men use cosmetic products in order to cover up orcorrect imperfections, not to enhance beauty. Mr.Hewryk


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http://www.youtube.com/watch?v=t-Lc9Mhi9l0
http://www.youtube.com/watch?v=t-Lc9Mhi9l0http://www.youtube.com/watch?v=t-Lc9Mhi9l0http://www.youtube.com/watch?v=t-Lc9Mhi9l0http://www.youtube.com/watch?v=t-Lc9Mhi9l0http://www.youtube.com/watch?v=t-Lc9Mhi9l0http://www.youtube.com/watch?v=t-Lc9Mhi9l0http://www.youtube.com/watch?v=t-Lc9Mhi9l0


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BLANCHIN Audrey, CHAREYRON Cyrielle,LEVERT Quentin, The customer behaviour inthe men's cosmeticsMarket, University of HalmstadSchool of Business and EngineeringBachelor Degree

Adam Newman Andrew, Mens CosmeticsBecoming

a Bull Market, New York Times, September 1,2010,http://www.nytimes.com/2010/09/02/fashion/02

skin.html?pagewanted=2


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Euromonitor International. 2011. Beauty andPersonal Care in Mexico. Industry Overview. http://www.latinbusinesschronicle.com/app/artic

le.aspx?id=1186 http://www.cosmeticsbusiness.com/technical/art

icle_page/Male_grooming_in_Latin_America__the_art_of_discretion/56468

RYAN, T. A., & MORRISON, T. (2009). FactorsPerceived to Influence Young Irish Men's BodyImage Investment: A Qualitative

Investigation. International Journal of Men'sHealth, 8(3), 213-234.doi:10.3149/jmh.0803.213
http://www.latinbusinesschronicle.com/app/article.aspx?id=1186http://www.latinbusinesschronicle.com/app/article.aspx?id=1186http://www.latinbusinesschronicle.com/app/article.aspx?id=1186http://www.latinbusinesschronicle.com/app/article.aspx?id=1186http://www.latinbusinesschronicle.com/app/article.aspx?id=1186

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