JUNE 2014

PUBLISHER Linger Magazine

FOUNDER/EDITOR-IN-CHIEF Tiffany Tate

JUNIOR DESIGNER Jalexis Smith

LOGO DESIGNER {BE} Creative | Design Direction

CORPORATE IDENTITY design [moves]

FREELANCE GRAPHIC DESIGNER J*Lynn Graphic Designs

Marquetta WilliamsRunway Reporter

JUNE 2014 | COIFFURE ISSUE

MAILING ADDRESSPO Box 226

Readville, MA 02137

GENERAL INQUIRIESinfo@lingermagazine.com

For submission info, view our website at www.lingermagazine.com

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60BARE ELEGANCE THE SERENITY IN FINDING YOUR INNER BEAUTY IS PROFOUND AND STRIKING, YET DELICATE IN ITS SPIRITUAL RESONANCE.

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CONTENTS

ATTRACTING MEN

ELKE VON FREUDENBERG:

EYEBROW SPECIALIST

NAIL THE SEASON

PAMPADOURBEAUTY ENTHUSIAST

UNITE

VINTAGE VIEWS

GENTS AND THE CITY THIS MONTHS COVER

PHOTOGRAPHER: Julie GilgenmannMODEL: Joséphine De LorgerilMAKEUP/HAIR: Julie Gilgenmann

16 2042YVONNE SOLOMON 18

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Globally, men use more grooming pro-ducts than many realize, so male health & beauty brands need to encourage swit-ching rather than attracting new custo-mers The male grooming market in ten key coun-tries is bigger than many would think: men account for 47% of the volume of Health & Beauty products used, equivalent to over 3,000 million liters of Health & Beauty pro-ducts every year. So while the use of male grooming products is increasing, results are already high. This means marketers’ primary challenge is not to attract men to their cate-gory, but to encourage them to switch from unisex and/or female brands. For example, this was the basis of Old Spice’s “Smell like a man, man” campaign in the US in 2010, which encouraged men to swap “lady-scented” body wash for a more masculine product. Men use more Health & beauty products than many realize After accounting for both men’s frequency of product use across these sectors, and for whether it was a man’s, women’s or unisex product that they used, a consumer survey by Canadean shows that men’s consumption of Health & Beauty products approaches that

of women’s in several product markets, such as Hair care, Oral Hygiene, and Fragrances. In terms of total volumes around the world, it should be noted that the large male popula-tions of the Brazil, Russia, India and China re-gion drives the global volume: male grooming isn’t restricted to just mature economies, even if product choice can differ. Successful products target the key moti-vations of their target age group In order to encourage men to switch to male products, it is vital to understand the motiva-tions driving consumption in key consumer groups. In particular, age, and the needs of specific age groups, is a key determinant of men’s Health & Beauty consumption habits; the success of a product targeted at men will often be based on its ability to meet the target age group’s most important motivations. Value for money is key in health-driven sectors

In sectors squarely focused on health bene-fits such as oral care and personal hygiene, the top concern amongst men that influences consumption is getting the best value for mo-ney. Men of all ages may want healthy teeth, whiter smiles, and to be well scrubbed, but

ATTRACTING MENThe Marketing

Challenges of the Health & Beauty Sector

this focus on value means that price compe-tition is likely to be strong in these sectors in the future.

After value for money, motivations between different age groups are more diverse. Young Adult males (those aged between 16 and 24 years old) look for products that match the-ir lifestyle and that appear tailored to their individual needs, whereas Older Consumers (those aged over 55) are looking for quali-ty products that will be highly effective, so claims regarding functional ingredients are likely to stand out. Different motivations also drive con-sumption in beauty-driven sectors When it comes to sectors such as fragrance and skincare, and even make-up, the results between age groups differed further. Older males prefer products that are budget frien-dly, yet still offer quality benefits, in particu-lar due to the ingredients they contain.

In contrast, young males look for products that are “on-trend” and that are designed specifically with their gender in mind; often helping them feel confident, and not self--conscious, about the product they are about to use. One brand catering to this is Bulldog Natural Cosmetics, whose range of shaving products introduces men to the benefits offe-

red by skincare products made from natural ingredients. Male grooming isn’t about products that are “Just For Men” The fact that the New Gender Behaviors trend, which tracks products chosen  be-cause they offer gender-specific benefits, is only relatively important among Early Young Adults in Beauty-driven sectors shows that male grooming isn’t solely about offering pro-ducts “For Men”. Instead men look for Health & Beauty products designed to meet a spe-cific range of needs, and increasingly, albeit slowly, they are less concerned about overtly masculine branding.

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