...COSMETICS ADOPTION AMONG YOUNG MALE ADULTS IN MALAYSIA CHAPTER 1: INTRODUCTION 1.1 Problem Background Personal identity is increasingly sought by consumers and one is recognized based on what one consumes (Firat & Venkatesh, 1993). People try to become the being they desire to be by consuming the items that they imagine will help to create and sustain their idea of themselves, their image and their identity (Bocock, 1993). Judgements about individuals are no longer made upon occupation or role in production but rather on what is consumed and how individuals present themselves (Firat, 1993). Through the possession of products, consumers can display their successes reflecting their personal achievement (Mitchell, 1983). Postmodern consumerism is obsessed with appearance and consumption, where style is a substitute for identity and presentation overshadows essence. This concept is part of a culture that have feminized men (Brod, 1995) and considers women and men as equally involved in the practices of consumption (Bocock, 1993). Masculine and feminine differences have been abolished by the postmodern patterns of consumption (Kacen, 2000) and these patterns of consumption are both determined and enhanced by the types of products consumers invest in (Seabrook, 1999). The construction of the male consumer of who they are, of their identity as men, is now achieved as much through style of dress, body care, image and having the right look, as do their female counterparts...
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...A. EXECUTIVE SUMMARY Aim : To study the growth of cosmetics industry in India. Women cosmetics market growth on a period of time along with a strong increase in male cosmetics market. Cosmetic brands promotions and advertisements in attracting customers. Consumer behavior in accordance with the utility drawn from the usage. Medicinal & Herbal/Ayurvedic Cosmetics market & Fake cosmetic industry in India. Methodology : A sample survey conducted on UG and PG students regarding their cosmetic usage and benefits they are drawing from them along with a small research on cosmetic stores in different areas to know about the use of cosmetics by the local households also. Survey was conducted by personal interview and using questionnaire also. Findings : The survey portrays the utility of cosmetics usage by students which is varying according to the age groups where as the research on stores at different places reflected different results. From the study it is found that with the growth of women cosmetic market, Men’s grooming product market is also growing rapidly. Consumers are more concerned about herbal and natural cosmetics. With the rise in fake cosmetics market, a lot of people face trouble in recognizing the real products and end up buying fraud ones. Since the consumer buying behavior is the important factor to forecast the sales of any product in a particular area.So company should keep close eye on the market situation. yet, customer were price sensitive, but the changing...
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...Australian Men: A stereotype existed in Australia historically in terms of masculinity and the typical Australian male. However contemporary culture has changed the typecast of the typical Australian male from strong, emotionless and rough to one more sensitive, intellectual, cultural, open-minded and well groomed (Malone 2014). Modern Australian men are becoming highly body conscious as 82% of Australian males identified they are spending significantly more money on tending to their physical appearance when compared to premillennial habits (McCrindle Social Research 2013). This can be attributed to the increased media exposure to male specific lifestyle magazines and shows (IBISWORLD 2013). Not only are Australian males become more image conscious they are also recognizing the importance of maintaining healthy lifestyles (Euromonitor 2013). Australian men can be demographically profiled by generation, Baby Boomers being aged roughly 47-65, Generation X aged early 30’s to mid-40’s, Generation Y born between 1981 and 1994 and Generation Z those born between 1995-2009 (Holroyd 2011). Over the next five years the population of Australians over 50 is expected to grow to 8.5 million people, making up 32% of Australia’s total population (Australian Bureau of Statistics 2013). The baby boomer age cohort will therefore represent a market of 4 million Australian males (IBISWORLD 2013). This presents them as a key target demographic for Bulldog Natural Skincare. Overlook of Major...
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...and the Changing Male Landscape Sarah Bean Consumer Behavior MK510 Professor Kelly Bruning May 13th, 2012 Abstract The following essay will discuss the overall view of how the Revlon cosmetics company will market towards the male demographic. Traditionally, men are not the primary consumers of cosmetics, health and/or beauty products . The case demonstrates in more recent times that there are more male consumers of health and beauty products such as skin conditioners, body washes, colognes etc.. The essay will challenge the reader to utilize their critical thinking skills in regards to how Revlon will market their company to male consumers. Introduction The following essay will discuss how and utilizing what methods that Revlon will market to male consumers. Revlon is an American, cosmetics, fragrance and skin care corporation that was founded in 1932. The company is known for providing cosmetics, health, and beauty products for a variety of consumers. There are several divisions of Revlon that target different types of customers such as; Princess Marcella Bourghese is the upscale and international division, Moon Drops is the dry skin division, and Etherea is the hypo-allergenic division. Revlon is now concentrating on developing their male market. http://www...
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...A Study on Purchase Pattern of Cosmetics among Consumers in Kerala Dr. Vinith Kumar Nair* Dr. Prakash Pillai R* Introduction Understanding behaviour of consumers is a key to the success of business organizations. Marketing personnel are constantly analyzing the patterns of buying behaviour and purchase decisions to predict the future trends. Consumer behaviour can be explained as the analysis of how, when, what and why people buy. Consumer behavior can be understood as: "The decision process and physical activity individuals engage in when evaluating, acquiring, using, or disposing of goods and services." (Loudon and Della Bitta, 1980). Nowadays, this phenomenon, can also be illustrated in the following way: "activities people undertake when obtaining, consuming, and disposing of products and services" (Blakwell, Minard and Engel, 2001). A study by Voss and Parasuraman (2003) suggests that the purchase preference is primarily determined by price than quality during pre-purchase evaluation. Given explicit quality information, price had no effect on pre-purchase or post-consumption quality perceptions. Instead, post consumption quality evaluations had a favorable impact on price evaluations. Another study by Chernev (1997) analyzed the effect of common features on brand choice and the moderating role of attribute importance. It is argued that when brand attributes differ in importance, with the best value on the most important attribute, thus further polarizing brands’ choice shares...
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...cosmeceutical product. The target sample was above 15 years. The sample size is 120 and the sampling method used is the quota sampling method. The study was conducted in six different cities of India that are Delhi, Mumbai, Kolkata, Lucknow, Jaipur and Patna. Among these six cities three are metro cities and the rest of the three are Tier-I cities. Delhi, Mumbai and Kolkata are the metro cities and luck now, Jaipur and Patna are the Tier-I cities. The instrument used to collect primary data is the questionnaire. The data is finally analyzed through analytical software named SPSS version 16. The various analytical tests used are Correlation, ANOVA, and Post Hoc Tukey and Cross tabulation. The result of the study indicates that more of the young males were becoming aware of the cosmeceutical products. The...
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...Revlon for Men? Question 1 Develop a marketing strategy for Revlon to enter the men’s cosmetics market with a complete product line. Revlon is a world leader in cosmetics, skin care, fragrance and personal care and is a leading mass market cosmetics brand, alongside L’Oreal’s Maybelline and Procter & Gamble's Cover Girl. Their vision is to provide glamour, excitement and innovation through quality products at affordable prices. They have developed a long-standing reputation as a trendsetter in the world of cosmetics, skin care, fragrance, and personal care. Product Strategy Consumers buy motive satisfaction or problem solutions NOT product. In the case of men’s cosmetics, career enhancement, ego booster, sense of competitiveness and attention and admiration from women are the motives behind the need for this type of cosmetics. The words of Charles Revlon (Former Head)…“In the factory we make cosmetics, in the store we sell hope”… show that Revlon is in the right track. Tying these existing needs for affiliation (belongingness) and esteem to men’s cosmetics will create demand for the brand. Subtleness and convenience are some of the product attributes that researchers found to be important to male consumers in buying and experiment with cosmetics. Complete Product Line include convenient combo of a natural smelling three-step skin care (facial soap, cleanser & moisturizer); Shaving products, deodorants, skin clearing & treatment products designed to hide dark circle, age...
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...faces. This transition separated male gender from female who appreciated the factor of beauty. However, current male generations have initiated the factor of beauty thereby imposing their skin care into various beauty products for them to remain presentable. This study will investigate and evaluate the factors, which affect the consumer behavior of males of Hong Kong in buying facial cleanser. The researcher developed a questionnaire to capture the required information and analyzed the data using SPSS program. This study gives an insight of various attributes that the researcher used in the analysis, revealing confidence, apprehension, self-presentation and orthodoxy as the main factors to consider while purchasing male cosmetics. Likely, the researcher discovered that Hong Kong consumers of for facial cleanser normally concentrate on price, brand image, product quality and customer service as the main determinant of the purchase. Introduction Background and problem Everyone in the society appreciates their body and will always maintain their dignity by remaining beautiful. Looking at the perception of the global world, most individuals live in a set of stereotypes who want to become models. This does not factor out the male gender who have adapted the consciousness about their image. The urge to remain beautiful has generated a different perception on beauty among males globally. This explains the gold mine factor for various male cosmetic brands. Facial cleanser is...
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...an increased inclination of new product testing and rising disposable incomes have largely contributed to an overwhelming increase in the organic beauty products and cosmetics. However, this does not fully justify as to 1) why the consumers buy organic cosmetics, 2) where do they buy and 3) how they come to the decision to test, buy and continue to buy these products. Perhaps an answer can be found by raising several questions: a) How much is the market for organic cosmetics? b) Where is this market? c )Is it increasing in numbers or decreasing in numbers? d) Do the rising inflation, current depressed economic situation and rapid levels of technological enhancement has an effect on the growth and development of this market for organic cosmetics? e) What lies behind the motivation to buy these products? f) How are the attitudes and behaviour changing towards organic cosmetics? An investigation in to the size of the organic cosmetics market, does not give a clear picture though broad individual countries trends are available (see, Hennessey 2007, Armstrong 2009) and very limited published data for this industry sector. Mathew Hennessey (2007) in the article “Organic Cosmetics Break Out” raises a very vital issue by asking, “Is the makeup counter poised to go green? May be. What's certain is the global cosmetics industry is enjoying an unprecedented boom and the organic market is the next frontier. ” Hennessey wrote this in July 2007 when the Hain Celestial Group, a leading...
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...Changing Male Landscape” MKTG 510 Consumer Behavior Dr. Adina Scruggs Assignment 3 Marketing Strategy Revlon for Men 2 Revlon is a world leader in cosmetics, skin care, fragrance and personal care and is a leading mass-market cosmetics brand, alongside L’Oreal’s Maybelline and Procter & Gamble's Cover Girl. Their vision is to provide glamour, excitement and innovation through quality products at affordable prices. They have developed a long-standing reputation as a trendsetter in the world of cosmetics, skin care, fragrance, and personal care (www.revlon.com). Truth is, men are very different to market to than women. Men are very focused and goal-oriented. According to Morgan (n.d.), career enhancement, ego booster, sense of competitiveness and attention and admiration from women are the motives behind the need for cosmetic products. Tying these existing needs for belongingness and esteem to men’s cosmetics will create demand for the brand. Subtleness and convenience are some of the product attributes that researchers found to be important to male consumers in buying and experiment with cosmetics. Complete Product Line include convenient combo of a natural smelling three-step skin care; facial soap, cleanser and moisturizer, shaving products, deodorants, skin clearing and treatment products designed to hide dark circle, age spots, razor burn and reduce appearance of fine lines and wrinkles, such as concealer, eye treatment formula, and skin toner. Cosmetics are high-involvement...
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...1. The products 9 2.2.3. Direct competitors 9 2.3 The consumer 10 2.3.1. Who? 11 2.3.2. Trends 12 3. The study 12 3.1. The research 12 3.1.1. Analysis of the conducted research 13 3.2. Developing a perception of the Diesel brand 13 3.3 The respondents’ attitudes and perceptions about men’s cosmetic products 14 3.3.1. The respondents’ opinions 15 3.3.2. What products and why? 16 3.4. The differences between the views of brands 17 3.5. S.W.O.T.-analysis of Diesel’s situation 18 3.5.1. Strengths 19 3.5.2. Weaknesses 20 3.5.3. Opportunities 20 3.5.4. Threats 20 Brand-matrixes 20 Diesel 21 Garnier 23 Schwatzkopf 24 Tigi 25 1. Introduction Looks are important to everybody. Our looks and affect the first impression other people get and the evaluating of looks goes far to our biology. Looks affect our emotions and perceptions of other people. A good looking individual represent healthy genes whereas poor looks can be sign of illness. In the modern world things have though gone much further than that. Good looks do not only mean good possibilities to produce healthy offspring. In our modern society a good looking male for example represents success, power and status. Good looks are something to strive after and can be highly beneficial. The days when only women’s looks were evaluated are over. An independent, successful and intelligent man takes good care of his looks. So no wonder that in the 2000 century, when the world has...
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...1. Develop a marketing strategy for Revlon to enter the men’s cosmetics market with a complete product line. Revlon is one of the world's leading cosmetics companies engaged in producing, marketing and selling cosmetics, skin care products, fragrance and personal care products. It owns several world-famous brands (Datamonitor, 2006). Revlon’s works hard to provide beauty, excitement and innovation through quality products that are affordable to their consumers. They have developed a long standing reputation as a trendsetter in the world of cosmetics, skin care, fragrance, and personal care (Datamonitor, 2006). Consumers make purchases not only because they like a particular product, but because they are trying to find a solution to a problem. Products are designed to equip consumers with the totals they need to satisfy their problems. In the case of men’s cosmetics, Revlon would need to identify motives that would make men want to buy their products such as; career enhancement, ego booster, sense of competitiveness and attention from women. Playing on these motives would allow Revlon to reach the male market. Subtleness and convenience are some of the product attributes that researchers found to be important to male consumers in buying and experiment with cosmetics. Complete product line include convenient combo of a natural smelling three step skin care (facial soap, cleanser & moisturizer)’ shaving products, deodorants, skin cleaning and treatment products designed to hide...
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...INTRODUCTION Shiseido Company is the leading cosmetics company in Japan and the four-largest in the world. in more than 60 countries abroad, Shiseido (pronounced ‘she-say-doe’) offers a variety of make-up, skin care, hair care, body care, sun care and fragrance products. In Japan and selected foreign countries, the company markets additional products, including toiletries, health and beauty foodstuff, pharmaceuticals and fine chemicals. In addition to the flagship Shiseido brand, the company markets products under a number of other brands including Aqua Label, Benefique, d’ici la, Elixir Superieur, Integrate, Maquillage, Tsubaki and Uno. Shiseido has built a network of some 25,000 franchised cosmetics retail outlets in Japan, both stand-alone and within department stores and supermarket; additional retails outlets are located overseas, particularly in China. Going beyond company controlled outlets, Shiseido products are distributed through approximately 83,000 stores in Japan and about 39,000 overseas. The company also runs various salons, upscale boutiques and restaurants. Of Shiseido’s sales, about 79 percent come from its cosmetics division, about 9 percent from its toiletries division, which comprises soaps, hair-care products, mass market cosmetics, and fine toiletries and the remaining 11 percent from catch all others division which includes beauty salon products, health and beauty foods, pharmaceuticals, fashion goods and fine chemicals. In global, Shiseido now derives...
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...AND HANDSOME” in 2005.The goal of this paper is to take a closer look at the issues related to men fairness cream by analysing how the evolution of “Fair and Handsome”took place,its positioning in the market and its sustainance against global competitors. EVOLUTION OF THE BRAND: WHAT WAS THE NEED TO LAUNCH FAIR AND HANDSOME? Are men concerned about their complexion ? Do men worry about skin fairness ? If asked few decades back the answer would be a big 'no' as fairness creams and cosmetics were the personal properties of female race. But today alarming statistics reveal that cosmetics and fairness creams are equally sought after by men too. As fashion trends and lifestyles change, the attitudes and conceptions about human beauty. The Indian cosmetics industry was quick to latch on to the phenomenon. Surveys carried out by cosmetics companies suggested that a large number of Indian men were using fairness creams that were originally targeted at women. Over the years, Indian male became more and more conscious of his looks, not just in the business world but also in society. A lot depended on how he presented himself. Men didn't want to run the risk of being seen as irresponsible and negligent due to their looks. Celebrities, too, became more vocal about their grooming...
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...The internal and external factors which impacts market expansion will be analyzed and then come to the objectives setting. Based on those objectives, marketing strategies will be supplied after marketing segmentation, targeting consumer market and positioning the company. Finally, we will demonstrate the implementation and the monitoring strategies. 1.2 Methodology Data comes from professional articles, ABS website, business news and financial magazines. 1.3 Limitation This report based on secondary date from articles, reports and websites. Without doing any consumer research in the real market, some conditions could be restricted to the marketing plan. In the mean time, cosmetics sold or made in China need to meet the animal testing requirements, especially the foreign imported ordinary cosmetics(Vicky, 2015). However, China is making changes for the animal testing laws, there are still chances and solutions for Aesop to enter. What’s more, Aesop has already established its official online store in China, which will pose treat to the physical stores’ sales. But Aesop is famous for its purchasing experience, hence there still have market share for it. At last, some of the data we used were produced before 2014, thus it may not clearly reflect the current consumption trend of the market. 1.4 Company background Aesop was established in Melbourne in 1987. They produce and sell skin, hair, and body care products. They investigate widely about plant-based and laboratory-made...
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