Male Fragrance Case Study

MiniCase – Grooming Males

In some countries, attitudes towards the use of male personal grooming products have changed significantly, particularly over the last decade. The growing consumer interest in health, fitness and appearance, mirrored in the rise of gym attendance, has helped to drive the market. However, men’s purchasing behaviour in this sector is restricted. For example, they will find out and buy male fragrances and shaving products, but they often borrow toiletries, such as hair and skincare items. Men appear to be unsure of skincare management and have been known to try a product bought by their wife or girlfriend before purchasing something for themselves. Women are happy to share tips on favourite products and grooming approaches, their propensity to engage in word-of-mouth communication is high. Men on the other hand men are much less inclined to discuss these issues and so their propensity for related word-of-mouth is much lower. Web forums, such as online toiletries retailer mankind.co.uk, and social networking sites offer opportunities for embarrassment free advice. Men like products that have data to back up their claimed benefits and are often attracted to products that provide a specific solution to a problem, such as scrubs for acne. The development of the sector has also been assisted by the media and the men's magazine market in particular, whose advertising has been crucial in influencing the perceptions, attitudes and behaviour of male consumers. Men's magazines and lifestyle titles help to introduce products and build knowledge. Editorials are often dedicated to this subject, especially in titles aimed at young men. The sector has also been influenced by celebrity brand ambassadors, such as the footballer David Beckham, enabling young men to take more interest in the way they appear and are perceived by others, at both work and leisure. No longer is the range of male grooming products limited to aftershave and hair care products; now a...