Let's face it --- men's skincare is a tough market to target. Stigma surrounds the discourse of men and self-care, and while pop culture ideations (think K-pop boy band beauty routines) have challenged this, there is still a long way to go in the widespread adoption of skincare products among men.
Fret not, however --- the products are growing, slowly but surely, and marketers can find a way around them.
What rational and emotional motivations do men have for using cosmetics, and which are the most important in stimulating purchases?
Some rational reasons for men to use cosmetics include health care and aging. Meanwhile, influencing emotional factors for men to use cosmetics include self-image and social beliefs. I strongly believe that the most important motivation for men to use cosmetics is self-image, or self-concept, which is modified by a person's attitudes, habits, beliefs, and ideas and connected to one’s purchasing behavior. According to some self-image theories, people purchase things to project a certain image of themselves, and using cosmetics might serve as a physical representation of the kind of man they want to be. For instance, nail polish products launched by cosmetics brand Hard Candy have been labeled “Superman” and “Testosterone.” This can invoke feelings of masculinity and pride while attempting to apply something that is traditionally considered feminine.
How and why does marketing for male products differ from women's by type of product (hair, skincare, fragrances, etc.)?
Most hair care products for men target hair loss, but women's hair care products have just lately begun to catch on as female-pattern hair loss loses its stigma. Additionally, when it comes to chemical combinations and routines, women's skincare products are a little more complicated. Many of the women's skin care products available today have formulations with richer textures and are available in various formats, including creams, gels, lotions, milks, emulsions, oils, and jellies. These are mostly a result of women's involvement in skincare, their wide-ranging preferences, the importance of skincare for self-care, and their readiness to utilize a variety of products to address their skin's demands. Meanwhile, men’s skincare and hair care products are often formulated to be multipurpose, such as 3-in-1 shower gel, shampoo, and conditioner products. They also typically have lighter weight and quicker absorption. Lastly, men’s fragrance products are packaged to be bold and minimal, with a strong, luxurious, and long-lasting scent, while classic fragrances for women are advertised as being gentler and having more sweet, delicate notes. Meanwhile, it is advertised that masculine cosmetics, particularly perfumes, lack floral scents. This is to appeal to men’s conventional ideas of masculinity.
How can personality and lifestyle be related to the use of male cosmetics?
Personality borrows influences from different media and pop culture depictions and can affect how men may feel about their appearance. Personality and identity are also defined by a person's relationship status or sexual orientation. For instance, gay men are perceived to have higher opinions about the value of self-care and are more likely to adhere to a particular standard of grooming. Meanwhile, younger men, who have higher social media usage, are also more likely to feel empowered to express themselves with color cosmetics because they may identify with and look up to male influencers who do the same. Views on gender roles and stereotypes are constantly changing, and everyday awareness now, especially among Gen-Z men, includes things like well-being, looking nice, and feeling good.
When it comes to lifestyle, people in urban areas with higher incomes and more leisure time are motivated to alter their perspective to become more current. Socioeconomic status has a significant impact on how people behave when it comes to product consumption. A person's purchasing power draws them to consume goods that primarily reflect their social status and way of life. Wealthier men are also more likely to be able to access cosmetics that better express their personalities. Their privilege results in greater sync with the internet and fashion trends, which further influences buying habits.
Are products like color cosmetics subject to social group influences? If so, why, and how do group influences affect the adoption of these products?
The social environment plays a vital role in the selection of products for consumption. Color cosmetics are prone to social group influences because men may feel conscious about purchasing them in front of their male friends. However, men are also becoming more mindful of their bodies and the desire to adhere to the ideals of youth and health, especially after the explosion of the male press and social media. As a result, men may also be more and more susceptible to types of beauty and to cosmetics, which can open them up to certain social groups that they identify with.
Where and how would you market a line of men's color cosmetics?
Firstly, the likelihood that a man will purchase cosmetics from a men's brand rather than a women's brand grows with age. Therefore, I would encourage older male customers to purchase nail polish from a men's-focused company in exchange for products they had already used, such as concealer and tinted moisturizer. In other words, I would create skincare-related products with additional features as a strategy to draw men into other product categories, such as hair dye and eyeshadow, that begin with skincare. Also, in many cases, men’s journey into color cosmetics starts with using a partner’s products, which means that brands can provide a free men’s color cosmetic with the purchase of a cosmetic product targeted at women. Because men may not want to be spotted buying color cosmetics like nail polish in public, the best place to market such products is online. However, nail polish can also be available in-store with other men’s products that are widely acceptable to use, such as shampoos and shower gels. This will reduce the stigma associated with using color cosmetics and normalize their purchase, making men more comfortable exploring options in the nail polish aisle in a store, for instance.
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