Softening, Polishing and Coloring the Male Market Assignment

Softening, Polishing and Coloring the Male Market Assignment

Background:

Male grooming market has been growing significantly despite the recession all around the world. It has started with Gillette's introduction of the safety razor and has grown to a multibillion dollar business. Brands such Proctor & Gamble, Dove, L'Oreal and many others recognized the opportunity in male grooming market and developed various products specifically for men. Despite these great opportunities there are also challenges companies have to consider and try to overcome to gain the desirable profits in this market.

Issues:

* In general, men are resistant to the new ideas/procedures in their grooming routing (specially in skin care). Shaving is the main procedure, so whatever happens around it makes perfect sense for most of men and thus could be adopted easier (shaving gel, after shave moisturizer). Everything else causes a big doubt and takes quite some time to be accepted to the daily routine (nail polish, eye cream).

* Older men tend to use only skin care products and colognes and are not willing to try new out-there products (bleachers, heavy duty skin care).

* On the other hand, young men are open to buy and use new products, but it's harder to each them by advertisement and their buying power is not so high because of the limited or no income (teenagers)

Insights:

1. What motivations do men have for using grooming products in general?

* Health and wellness concerns, including a new trend for the natural and organic products.

* Men use care products as the way to show their status and distinguish themselves from others.

* Male grooming is motivated by work and social situations. Career savvy males believe that good grooming adds to their professional image helping cement business deals and employment prospects.

* Another motivation is to attract the opposite sex (or the same sex in case of gay/lesbian relationships)

2. How do men learn about grooming products?

* Some men have been reached directly through regular advertising channels (TV, Magazines, Promotions, e.t )

- Older men could be reached through television, magazines (GQ) and newspapers

- Younger guys could be reached on the internet through social networking websites (facebook, twitter, youtube) and other online display advertizing, as well as through popular teenage magazines (MH-18) and TV shows.

* Women initiate men's interest in personal care products (purchasing 1/3 of the products for their men's daily grooming routine).

* Celebrities (Freddy Mercury, Lenny Kravitz ) and TV shows ("Queer Eye for the Straight Guy") set an example for the rest of the men on the use of different male grooming products and their benefits.

3. How does marketing differ for male grooming vs. female in general in the USA?

* Men tend to like simple muscular looking packaging with dark cold (blue, grey, e. t.) colors while women are attracted to bright variety of colors and shapes.

* The name of the products for men are usually short and sound "muscular" to make the guys more comfortable buying these products.

* In terms of placement in the cosmetic department stores, male's grooming products have to be very easy noticeable and accessible, because guys don't like to be searching through the aisles and being spotted doing that by others. While women do not have a problem spending hours in any store.

* Men expect their grooming products to work on their first product purchase. Once men find a product that works, they more than likely stick with it. Conversely, if the product doesn't work as described (or expected), it could put them off finding a solution altogether. Therefore emphasis for brands should be on the education of the men and to develop products that are more male friendly and effective. Women are usually willing to give the product some time to see the results.

* Men prefer to shop online, while women like to spend time in the actual stores considering shopping a fun activity. So there is more advertisement towards men on the internet (including social networking site such as facebook, twitter, e. t)

* Most of the male focusing advertising underlines the "muscular" part of the product or benefits that it offers (Old spice deodorant, shaving gel - showing a muscular handsome guy), while female advertising defers significantly depending on the brand and product.