Innovations, market trends and male consumers’ behavior in the cosmetic industry

• Autor(a) principal: Despaux, Joséphine Jeanne Julia
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/21919
• topic: Men cosmetics; Consumers behavior; Clean beauty; Unisex; Business studies; Market research; Cosméticos masculinos; Comportamento do consumidor

The cosmetics industry has greatly evolved over the past few years, and men are consuming more and more cosmetics products. The aim of this paper is to provide brands and retailers to understand how men consume cosmetics, and their sensitivity to late trends, depending on demographics and cultural factors. The four selected trends this paper focuses on are “clean beauty”, “body friendly” products, unisex cosmetics and cosmetics routines. In order research these topics, a quantitative study was conducted among 68 respondents in August 2020 through an online survey, presenting the four trends listed above and measuring demographics and cultural variables. The results lead to the conclusions that men who consume the most cosmetics are more likely to be young, in a relationship, in superior socio-professional categories, with a low level of the “uncertainty avoidance” cultural dimension (UAI). They mostly buy functional cosmetics, haircare and deodorants in drugstores and supermarkets. Young men in superior socio-professional categories and in a relationship, who score low on the “masculinity” cultural dimension (MAS) and high on UAI are the most likely to buy clean beauty cosmetics. Young men in superior socio-professional categories and in a relationship, who score low on MAS and UAI are the most likely to buy body friendly cosmetics. Younger men are more likely to buy unisex products. Finally, men in superior socio-professional categories are more likely to buy cosmetics routines. Overall, respondents are willing to pay more for cosmetics products which are “clean” and “beauty friendly”.