USA - Men's Grooming Segmentation Report 2013

Mens Segmentation
CONFIDENTIAL LOREAL USA

Media

Brand
Retail Product
Setting Strategy = Making Choices & Recalibrating
While some companies set strategies by first deciding which product or brands to sell or
perhaps which retail outlets to sell within, LOreal is deliberately setting strategy by first
choosing the key consumers that can best drive future growth
With this approach, our strategy will truly be a consumer-first strategy
Consumer
In doing this, we confirmed our expectation: not all
men are created equal in male grooming
Trendy
Innovators
Affluent
Adopters
Polished
Professionals
Active
Independents
Curious
Laggards
Content
Laggards
% of
Spend*

Spend
Index
21% 37% 17% 11% 8% 6%
5% 9% 25% 20% 27% 15%
% of
Men
Low spend Average spend High spend
More
Involved
in
Male
Grooming
Less
Involved
in
Male
Grooming
4
In typical 3 months
420 411 68 55 29 40
Source: Ipsos 2012 A&U (G1. Please think about all of the products that you personally use.
About how much did you spend n total for these products in the past 3 months?
The more highly involved groups rely on male
grooming products to meet a broad set of needs

Trendy
Innovators
5% men
21% spend
Affluent
Adopters
9% men
37% spend
Polished
Professionals
25% men
17% spend
Active
Independents
20% men
11% spend
Curious
Laggards
27% men
8% spend
Content
Laggards
15% men
6% spend
90% 91% 92% 50% 71% 43%
75% 81% 43% 29% 18% 7%
94% 89% 95% 53% 80% 58%
76% 87% 48% 28% 20% 9%
81% 87% 72% 42% 60% 51%
77% 86% 63% 35% 33% 13%
87% 86% 82% 45% 66% 45%
79% 82% 37% 27% 10% 2%
% Agree Reasons Why Men Use Personal Grooming Products
Source: Ipsos 2012 A&U (B2. Below are some reasons why men use personal grooming products. Using the scale below, please
indicate
how much you agree or disagree that these are reasons why you, yourself use personal grooming products.)
Note: Cells 70% or higher are highlighted
Feel good w/ looks
Impress others
Look best
Change up look
Please partner
Feel secure
Look professional
Stand out
% of men
% of spend
And they are also the ones most likely to invest
time and energy into their grooming routines
Trendy
Innovators
5% men
21% spend
Affluent
Adopters
9% men
37% spend
Polished
Professionals
25% men
17% spend
Active
Independents
20% men
11% spend
Curious
Laggards
27% men
8% spend
Content
Laggards
15% men
6% spend
93% 94% 82% 21% 61% 33%
78% 93% 41% 18% 4% 0%
78% 93% 22% 15% 3% 1%
76% 93% 17% 16% 1% 1%
84% 90% 71% 20% 32% 15%
92% 90% 57% 20% 20% 5%
85% 89% 34% 16% 2% 0%
Look good effortlessly
Invest in grooming
Seek advice
Give advice
$ more on issues
Spice up my look
Try new products
% of Men Who Stated That The Following Statements Most Described Them
Note: Cells 70% or higher are highlighted
Source: Ipsos 2012 A&U (B5. People have different attitudes about personal grooming and personal grooming products.
Please look at the statements below and indicate how much you agree or disagree with each.
% of men
% of spend
In turn, higher rates of use are reflected in both the
number of overall products and brands using
Trendy
Innovators
5% men
21% spend
Affluent
Adopters
9% men
37% spend
Polished
Professionals
25% men
17% spend
Active
Independents
20% men
11% spend
Curious
Laggards
27% men
8% spend
Content
Laggards
15% men
6% spend
12 14 11 8 8 7
20 22 18 12 11 9
# products
1

# brands
2

# of Products & Brands Used
1
In past 4 weeks;
2
In past year
Source: Ipsos 2012 A&U (A3. And which of the following types of products have you, yourself used in the past four weeks?
E4. And which of these
brands of [INSERT CATEGORY] products have you used in the past year?
% of men
% of spend
They are more likely to use styling, facial
skincare and fragrance products.
Trendy
Innovators
5% men
21% spend
Affluent
Adopters
9% men
37% spend
Polished
Professionals
25% men
17% spend
Active
Independents
20% men
11% spend
Curious
Laggards
27% men
8% spend
Content
Laggards
15% men
6% spend
96% 94% 96% 92% 94% 92%
92% 86% 95% 88% 93% 92%
68% 64% 66% 55% 49% 38%
52% 54% 49% 31% 23% 15%
64% 64% 53% 38% 25% 15%
54% 57% 41% 28% 14% 7%
27% 41% 20% 11% 8% 5%
25% 30% 27% 14% 11% 6%
68% 61% 66% 44% 40% 31%
HAIR CARE & STYLING
(94%)
Shampoo
(92%)
Conditioner
(55%)
Hair Styling
(34%)
FACIAL SKINCARE
(38%)
Cleanser/Scrub/Astringent
(28%)
Moisturizer
(15%)
All Other Facial Skincare
(17%)
FRAGRANCE
(49%)
% of Men Who Use the Following Products (past 4 weeks)
Note: Cells 120+ or <80 or higher are highlighted
Source: Ipsos 2012 A&U (A3. And which of the following types of products have you,
yourself used in the past four weeks?)
% of men
% of spend
They are also more likely to use body wash,
body moisturizers and after-shave.
Trendy
Innovators
5% men
21% spend
Affluent
Adopters
9% men
37% spend
Polished
Professionals
25% men
17% spend
Active
Independents
20% men
11% spend
Curious
Laggards
27% men
8% spend
Content
Laggards
15% men
6% spend
94% 90% 99% 92% 97% 96%
74% 64% 74% 62% 76% 75%
79% 76% 70% 58% 47% 41%
38% 37% 44% 20% 22% 16%
97% 94% 98% 92% 97% 93%
93% 90% 97% 88% 94% 89%
57% 46% 65% 44% 51% 45%
48% 41% 43% 26% 28% 19%
7% 19% 3% 2% 1% 0%
BODY CARE
(96%)
Bar Soap
(71%)
Body Wash
(58%)
Body Moisturizer/Lotion
(28%)
SHAVING AND BEARD
(95%)
Any Razor
(92%)
Shaving Cream
(52%)
After-Shave
(32%)
Razorless Hair Removal (e.g Nair)
(4%)
% of Men Who Use the Following Products (past 4 weeks)
Note: Cells 120+ or <80 or higher are highlighted
Source: Ipsos 2012 A&U (A3. And which of the following types of products have you,
yourself used in the past four weeks?)
% of men
% of spend
TRENDY INNOVATORS (5% of men pop/ 21% spend)
He aspires to have the latest and greatest, the Trendy Innovator is in the know and wants his
appearance to make a statement and put him on the cutting edge.
Nick is 32 years old and lives North Buckhead, just
outside of Downtown Atlanta, which it isnt too far from
his offices at Deloitte where he is a Computer Software
Manager.

He lives in a 3 bedroom house with his wife and 2 year
old which is walking distance to Little Nancy Creak Park,
where he enjoys working out and playing basketball.

He cares about how he looks, both physically and in
grooming, but does not want to look like he is trying too
hard. Its important to him to look professional and at his
best as well as appear attractive to his wife.

He enjoys shopping and changing up his look and is
always on the look out for great new grooming products
and wanting to be the first to try a new product.
14%
22%
35%
29%
10-250K 250-1M 1M-5M 5M +
10%
32%
33%
13%
12%
18-24 25-34 35-44 45-54 55-64
Tend to skew younger, married, skew Hispanic and
AA, and slightly toward living in bigger cities
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Avg. Age: 38
(all men: 45)
Trendy Innovators
11%
58%
85%
Not Heterosexual Married 2+ HH Size
Source: Ipsos 2012 A&U (AGE. What is your age? ZIP. What is your 5-digit ZIP code?
USMAR2. What is your marital status? USRETH2. Are you of Hispanic, Latino or Spanish origin? USRACE3. What is your race?)
All Men
Trendy Innovators
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63%
24%
7%
4%
White Hispanic AA Asian
20%
43%
14%
12%
13%
< $35K $35-75K $75-100K $100-150K $150K +
They tend toward average income, exercise frequently and
are more apt to dress formally for work.
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Avg. Income: 80K
(all men: 75K)
All Men Trendy Innovators
38%
33%
5%
24%
Biz Casual Casual Uniform Formal
Source: Ipsos 2012 A&U (USHHI2. Please indicate your annual household income before taxes.
OTHER3A. How often do you exercise or participate in an athletic activity?)
US32EMP. Which of the following best describes your employment status? WORK4. Would you describe the dress
code at your job as . . .?)
Trendy Innovators
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14%
16%
34%
36%
< 2 / mo 1 -2 / wk 3 - 6 / wk 1 / day +
They are frequent product users, especially styling,
fragrance and skincare
Used 1+ in Past 4 Weeks Use Every Day

All Men
Trendy
Innovators All Men
Trendy
Innovators
Hair Care & Styling 94% 96% 65% 77%
Shampoo 92% 92% 61% 70%
Conditioner 55% 68% 30% 46%
Hair Styling 34% 52% 22% 41%
Facial Skincare 38% 64% 26% 52%
Cleanser/Scrub/Astringent 28% 54% 20% 43%
Moisturizer 15% 27% 11% 28%
Other Facial Skincare 17% 25% 9% 17%
Fragrance 49% 68% 31% 56%
Note: Cells with Indices of 120+ are highlighted
12.1
Avg. Products Used
A4. How often do you use each of the following types of products?)
Trendy Innovators
They skew toward daily usage of body care and shaving
products

All Men
Trendy
Innovators All Men
Trendy
Innovators
Deodorant 91% 87% 80% 82%
Body Care 96% 94% 77% 87%
Body Wash 58% 79% 38% 63%
Bar Soap 71% 74% 55% 58%
Body Moisturizer / Lotion 28% 38% 19% 35%
Shaving & Beard 95% 97% 45% 62%
Any Razor 92% 93% 41% 54%
Shaving Cream 52% 57% 21% 32%
After-Shave 32% 48% 16% 33%
Razorless Hair Remover 4% 7% 2% 2%
12.1
Avg. Products Used
Trendy Innovators
These men generally tend toward mass/upper mass brands,
some Luxe and Professional and are the biggest Axe users
Hair Deodorant Shaving Body Face Fragrance
Source: Ipsos 2012 A&U (E4. And which of these brands of [INSERT CATEGORY] products have you used in the past year?)
Top 7 Over-Indexing Brands in terms of Past Year Usage, by Product Category*
* Fewer brands shown if less than 7 significantly over-index (80% CL)
Trendy Innovators
19.9
Avg. Brands Used
They are not only using social media and smart phones, they
are using them to interact with and shop for products
How They Consume Media
26%
32%
61%
36%
38%
60%
70%
85%
Read local paper
Read men's magazines
Watch Fox
Watch CNN
Use YouTube
Own smartphone
Use Facebook
Use any social media
Depth of Media Involvement
Avg hrs/week browsing social media=6.4 (vs.
4.4 for all men)
26%
29%
45%
33%
72%
Used coupon on
Smartphone
Purchased product with
a Smartphone
Visited a brands
Facebook page
Posted about brand/
product on Facebook
Liked a brand on
Facebook
Source: Ipsos 2012 A&U (M1. Which of the following do you own? M2. Which of these websites and social networking sites, if any, are you currently a
member of? M4. What types of magazines do you typically read (either print
or online)? M4a. And what newspapers do you typically read (either online or a hard copy)? M2a. Which of the following have you ever done? M3. And,
which of the following have you, yourself, done (at home, at work, or elsewhere) during the past 30 days using each of the devices below? M3b. How
many hours a week do you spend on social networking sites like Facebook and Twitter?)
Trendy Innovators
They enjoy shopping and are the most active online shoppers,
like searching for new products and wiling to pay for
premium/specialty
Where They Shop Attitudes about Shopping*
12%
4%
13%
15%
13%
27%
32%
35%
41%
70%
93%
Active/Sporting Goods Stores
Salon/Spa/Barbershop
Fine Department Stores
Apparel Stores
Specialty Stores
Traditional Department Stores
Discount Department Stores
Internet/Online
Supermarkets / Grocery Stores
Drug Stores
Mass Merchandise Stores
39
48
44
52
51
51
53
54
59
57
First to try new products
Search for new/different products
Willing to pay more for
recommended products
Shopping is enjoyable for me
Name brands are worth the extra
price
Only go to stores with best quality
products
Like variety of products available
Look for healthy products
premium/specialty products
I enjoy taking my time when I
shop
*Expressed as max diff utility scores, defined as the value consumers place on a given attribute relative to other attributes being rated. They
represent the probability that a given attribute will be selected compared to others.
Source: Ipsos 2012 A&U (C5. Where have you or someone else (for you) shopped for the personal grooming products that
you use in the past year?
SECTION H: Next, you will be shown a series of different statements that may or may not describe your shopping behavior.
For each set of statements, choose the one that MOST describes you and the one that LEAST describes you.)

Trendy Innovators
AFFLUENT ADOPTERS (9% of men / 37% of spend)
He wants the best so he can be the best and is not willing to make any sacrifices when investing in himself.
Tyler is 29 years old, just finished up his MBA from
Columbia and works in Finance for NBC Universal.

Recently engaged, Tyler rents a duplex in Tribeca with
his fiance. They pride themselves on being among the
first to try hot new restaurants and nightclubs.

Tyler is very driven and success is something he expects
and does what is necessary to achieve it. He is a member
of several professional organizations and active in
alumni activities for Columbia.

Keeping up physically and visually is very important to
him. He is at Equinox every morning at 6:00am before
going into the office. When he wants to relax, he will
indulge with a trip to spa or a good competitive game of
basketball.

Tyler enjoys giving advice about what products to use
and aspires to be the resident expert, but stays very
conscious of what others think of him and does not
want to seem like he is trying too hard to look good.

He enjoys shopping and shops at many specialty and high
end stores.
... tend to be younger, married men living in big
cities and are disproportionately ethnic
Affluent Adopters
All Men Affluent Adopters
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Avg. Age: 36
(all men: 45)
13%
18%
27%
42%
10-250K 250-1M 1M-5M 5M +
8%
43%
30%
14%
4%
18-24 25-34 35-44 45-54 55-64
12%
66%
92%
58%
23%
12%
7%
And are much wealthier, more likely to dress
formally and exercise regularly
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13%
18%
19%
18%
31%
< $35K $35-75K $75-100K $100-150K $150K +
Avg. Income: 124K
(all men: 75K)
31%
24%
11%
34%
USEDU2. What is the highest degree or level of school you have completed? US32EMP. Which of the following best describes
your employment status? WORK4. Would you describe the dress code at your job as . . .?)
Affluent Adopters
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16%
10%
36%
38%
< 2 / mo 1 -2 / wk 3 - 6 / wk 1 / day +
They are frequent users of styling, facial skincare and
fragrance products

All Men
Affluent
Adopters All Men
Affluent
Adopters
Shampoo 92% 86% 61% 65%
Hair Styling 34% 54% 22% 45%
Fragrance 49% 61% 31% 44%
13.9
Avg. Products Used
Affluent Adopters

All Men
Affluent
Adopters All Men
Affluent
Adopters
Deodorant 91% 82% 80% 71%
Body Care 96% 90% 77% 77%
Body Wash 58% 76% 38% 60%
Bar Soap 71% 64% 55% 54%
Shaving & Beard 95% 94% 45% 61%
Any Razor 92% 90% 41% 53%
After-Shave 32% 41% 16% 33%
These men tend to be daily users of body
care and shaving products
13.9
Avg. Products Used
Affluent Adopters
Top 7 Over-Indexing Brands in terms of Past Year Usage, by Product Category
These men use upper mass brands but are more involved
with smaller, niche brands across categories & channels
Source: Ipsos 2012 A&U (E4. And which of these brands of [INSERT CATEGORY] products have you used in the past year?)
Affluent Adopters
22.0
Avg. Brands Used
They are big users of social media and
smartphones and interact with brands there
13%
29%
42%
51%
52%
54%
71%
95%
Read local paper
Watch Fox
Watch CNN
Use YouTube
Own smartphone
Use Facebook
32%
31%
50%
43%
74%
Used coupon on
Smartphone
a Smartphone
Visited a brands
Facebook page
Posted about brand/
product on Facebook
Liked a brand on
Facebook
4.4 for all men)
or online)? M4a. And what newspapers do you typically read (either online or a hard copy)? M2a. Which of the following have you ever done? M3.
And, which of the following have you, yourself, done (at home, at work, or elsewhere) during the past 30 days using each of the devices below? M3b.
How many hours a week do you spend on social networking sites like Facebook and Twitter?)
Affluent Adopters
The enjoy shopping. They frequent specialty, department
stores, and salons, value/willing to pay more for quality
14%
12%
21%
24%
21%
29%
27%
27%
52%
67%
92%
Apparel Stores
Specialty Stores
Internet/Online
Drug Stores
38
34
36
47
45
46
52
51
50
56
51
First to try new products
Ambience over price
Like to shop with someone I trust
Like new and different products
Pay more for products that were
recommended
price
Only go to stores that have the
best quality products
Like variety of product availabile
shop
Affluent Adopters
SECTION H: Next, you will be shown a series of different statements that may or may not describe your shopping behavior. For
each set of statements, choose the one that MOST describes you and the one that LEAST describes you.)

POLISHED PROFESSIONAL (25% of men / 17% of spend)

Ben is 45 years old and lives just outside of Denver in a
townhome.

He has been in real estate for 15 years and works
primarily with luxury real estate for the downtown area.

He works out 3-4 times a week in order to maintain a
youthful physique and appear attractive to women.
Being healthy is important to him and he enjoys an
active social life and loves how Denver caters to the
active, single professional.

As he is getting older, looking young and feeling
confident are why he is conscious of exercising and
grooming. Ben considers taking care of himself to be a
top priority.

He likes to balance traditional mass brands with
established high-end brands in his routine and they all
must be effective and work for him, especially for his
skincare and fragrance products.

He is clean cut, settled and will be in the early majority following the trends to keep up with his
colleagues but is never over the top in his style or grooming. He turns to grooming products as a way to
maintain a youthful appearance.

They are of average age, likely to live in medium
size cities, and with slight Hispanic and AA skews
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Avg. Age: 43
(all men: 45)
8%
18%
23%
31%
19%
18-24 25-34 35-44 45-54 55-64
Polished Professionals
12%
45%
79%
15%
20%
39%
27%
10-250K 250-1M 1M-5M 5M +
All Men Polished Professionals
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77%
11%
8%
3%
19%
36%
19%
14%
8%
< $35K $35-75K $75-100K $100-150K $150K +
Average income and exercise often but not
daily.
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Avg. Income: 76K
(all men: 75K)
42%
37%
12%
9%
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21%
20%
41%
18%
< 2 / mo 1 -2 / wk 3 - 6 / wk 1 / day +
They skew toward frequent use of most
products, especially fragrance.

All Men
Polished
Professionals All Men
Polished
Professionals
Shampoo 92% 95% 61% 67%
Hair Styling 34% 49% 22% 32%
Fragrance 49% 66% 31% 45%
11.2
Avg. Products Used
They are regular users of body care and
shaving products

All Men
Polished
Professionals All Men
Polished
Professionals
Deodorant 91% 94% 80% 89%
Body Care 96% 99% 77% 85%
Body Wash 58% 70% 38% 50%
Bar Soap 71% 74% 55% 59%
Shaving & Beard 95% 98% 45% 50%
Any Razor 92% 97% 41% 45%
After-Shave 32% 43% 16% 21%
11.2
Avg. Products Used
They balance traditional and upper mass brands, as well as
designer fragrances and professional hair care
Source: Ipsos 2012 A&U (E4. And which of these brands of [INSERT CATEGORY] products have you used in the past
year?)
18.1
Avg. Brands Used
They are active media consumers but
involvement is at average levels
52%
28%
63%
32%
43%
57%
76%
86%
Read local paper
Watch Fox
Watch CNN
Use YouTube
Own smartphone
Use Facebook
4.4 for all men)
23%
20%
52%
25%
65%
Used coupon on
Smartphone
a Smartphone
Visited a brands
Facebook page
Posted about brand/
product on Facebook
Liked a brand on
Facebook
They frequent traditional, discount department stores,
professional salons and arent afraid to spend for special concerns
5%
11%
10%
8%
11%
27%
23%
24%
48%
63%
86%
Active/Sporting
Goods Stores
Apparel Stores
Specialty Stores
Internet/Online
Drug Stores
32
46
46
45
50
55
55
55
60
66
73
Search for new/diff products
price
Only go to stores with best quality
products
Like variety of products available
shop
Go out of way to store with wide
selection
Well known brands more
trustworthy
Pay $ for specific needs
Like stores with men's aisle

ACTIVE INDEPENDENTS (20% of men / 11% of spend)

As a rugged and laid back guy, he isnt going to keep up on whats the latest and greatest he needs a
simple routine that isnt going to slow him down or hold him back.
Josh is 38 and just moved into a new apartment in
the Lincoln Park area of Chicago.

He works in Ecommerce for Kraft Foods. On the
weekends, he bartends at a local sports bar
close to Wrigley Field to meet people but also
make some extra money on the side.

If someone calls him up to go out, head to a
baseball game, go out on the lake you name it,
Josh is the first one to join and he is constantly
on the go.

He isnt particularly interested in settling down
or starting a family quite yet. He is enjoying his
freedom and is laid back about the future.

Josh is budget conscious overall and also in
his grooming purchases. He is apathetic
towards grooming and uses the basics across
all categories.

10%
22%
25%
24%
19%
18-24 25-34 35-44 45-54 55-64
Average age, tend toward larger cities, less
likely to be married, skew Asian
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t
y

/

R
a
c
e

S
i
z
e

o
f

H
o
m
e

C
i
t
y

Avg. Age: 42
(all men: 45)
All Men Active Independents
Active Independents
8%
47%
75%
15%
13%
39%
32%
10-250K 250-1M 1M-5M 5M +
77%
9%
3%
7%
25%
35%
15%
14%
7%
< $35K $35-75K $75-100K $100-150K $150K +
Moderate income, tend toward casual/
business casual work style
H
H

I
n
c
o
m
e

W
o
r
k

D
r
e
s
s

C
o
d
e

Avg. Income: 71K
(all men: 75K)
39%
37%
14%
11%
Active Independents
E
x
e
r
c
i
s
e

26%
15%
39%
20%
< 2 / mo 1 -2 / wk 3 - 6 / wk 1 / day +
They use products with average frequency

All Men
Active
Independents All Men
Active
Independents
Shampoo 92% 88% 61% 60%
Hair Styling 34% 31% 22% 21%
Fragrance 49% 44% 31% 29%
8.3
Avg. Products Used
Active Independents
They are less likely to be using Body Moisturizer

All Men
Active
Independents All Men
Active
Independents
Deodorant 91% 84% 80% 75%
Body Care 96% 92% 77% 70%
Body Wash 58% 58% 38% 37%
Bar Soap 71% 62% 55% 48%
Shaving & Beard 95% 92% 45% 42%
Any Razor 92% 88% 41% 40%
After-Shave 32% 26% 16% 13%
Note: Cells with Indices of 120+ and <80 are highlighted
8.3
Avg. Products Used
Active Independents
They skew toward traditional mass market
brands across categories
Source: Ipsos 2012 A&U (E4. And which of these brands of [INSERT CATEGORY] products have you used in the past
year?)
Active Independents
11.9
Avg. Brands Used
Average involvement with social media and not very engaged
with products and brands in the social space
37%
16%
54%
23%
36%
41%
69%
82%
Read local paper
Watch Fox
Watch CNN
Use YouTube
Own smartphone
Use Facebook
4.4 for all men)
14%
18%
37%
20%
62%
Used coupon on
Smartphone
a Smartphone
Visited a brands
Facebook page
Posted about brand/
product on Facebook
Liked a brand on
Facebook
Active Independents
They shop the typical channels and are price sensitive
deal hunters.
8%
4%
7%
9%
8%
15%
20%
15%
43%
49%
77%
Apparel Stores
Specialty Stores
Internet/Online
Drug Stores
28
29
30
39
47
51
55
56
59
66
Get overwhelmed by too many
choices
Prefer to shop alone
Search for new/different products
Often buy store brands instead of
name brands
Willing to give up quality for
better price
Will switch if another brand is
cheaper
Annoyed if miss out on a deal
Will go out of my way to get best
deals
Wait to buy product on sale
Use coupons to save money

Active Independents
CURIOUS LAGGARDS (27% of men / 8% of spend)
The Curious Laggards are conservative and tend to stick with the practical but are receptive to grooming
advice and becoming a better version of themselves.
Mike is 50 years old and lives in suburban Detroit
with his wife. They just sent their last kid off to
college and are adjusting to a quieter lifestyle.

He works in a car manufacturing facility and has
had a productive career and is content in where hes
at in his career today.

On the weekends, he and is wife enjoy drinking
wine and catching up on their favorite TV shows.
He enjoys running on the treadmill at the gym or
going for leisurely walks with his wife to relieve
stress and to stay fit, while he is constantly
checking things off of his to-do list.

He uses the grooming basics and doesnt not
want to spend a lot of time shopping as it is just a
necessity or wants to research what to use. His
wife will sometimes pick him up something if she
notices hes about it run out of essentials and hes
willing to give it a try to add to his basic
regimen.

CONTENT LAGGARDS
The content laggard is comfortable with who he is and sees the grooming process as an unnecessary
addition to a mans life. They use the necessary basics but are comfortable and happy with their
appearance.

Tom is 58 years old and lives in a suburb of
Minneapolis with his wife. He is recently retired and
is loving a slower paced life.

He is enjoying what retirement has to offer and likes
reading, catching up with family and quiet nights at
home.

Tom has little to no interest in keeping up his
appearance or grooming. He uses the necessary
basics but nothing extra.

Tom is content with life as is and is looking forward to
continuing his life of leisure.

He is very traditional and doesnt believe that men
need to have an expansive grooming regimen.

Shopping for Tom is for necessity purposes only and
not an experience that he enjoys.

STORE
BRAND
Summary Recap
Mens Insights: Segmentation Summary
Trendy
Innovators
Affluent
Adopters
Polished
Professionals
Active
Independents
Curious
Laggards
Content
Laggards
M
o
r
e

I
n
v
o
l
v
e
d

L
e
s
s

I
n
v
o
l
v
e
d

5% 9% 25%
20% 27% 15% % Men
21% 37%
17% 11% 8% 6% % Spend
# Product 12.1 13.9 11.2 8.3 7.8 6.7
Products
Use all products
Overindexes on:
Conditioner
Styling
Facial Skincare
Fragrance
Body Wash
Body Moisturizer
After-Shave
Razorless Hair Removal
Use all products
Overindexes on:
Conditioner
Styling
Facial Skincare
Fragrance
Body Wash
Body Moisturizer
After-Shave
Razorless Hair Removal
Use all products
Overindexes on:
Conditioner
Styling
Facial Skincare
Fragrance
Body Wash
Body Moisturizer
Shaving Cream
After-Shave
Use all products but
Underindex on:
Body Moisturizer

Underindex on:
Styling
Facial Skincare

Underindex on:
Conditioner
Styling
Facial Skincare
Fragrance
Body Wash
Body Moisturizer
After-Shave

# Brands 19.9 22.0 18.1 11.9 11.2 9.0
Mass
Axe
Garnier
Nivea
Drakkar Noir

Nivea
LOreal Paris
Gillette
Magic

Gillette
Right Guard
Neutrogena
Suave
Garnier

Old Spice
Axe
Pert Plus
Drakkar Noir

Suave
Speed Stick
Old Spice
Barbasol
Irish Spring
Store Brand
Stetson

Suave
Head & Shoulders
Speed Stick
Old Spice
Barbasol
Irish Spring
Store Brand
Stetson
Luxe
Ralph Lauren
Giorgio Armani
Dolce & Gabbana
Anthony Logistics
Lab Series for Men

Acqua di Parma
Burberry
Giorgio Armani
Ralph Lauren
Kiehls,
Anthony Logistics
Art of Shaving
Giorgio Armani
Ralph Lauren
Clinique

Calvin Klein

Prof
American Crew

American Crew

John Frieda
Paul Mitchell
American Crew

Source: Ipsos 2012 A&U (G1. Please think about all of the products that you personally use.
About how much did you spend n total for these products in the past 3 months?
Key Takeaways
All men are not created equally.in grooming. Know Your Consumer.
6 distinct segments of men from high to low engagement & involvement
Opportunity Today: 2 segments, Trendy Innovators & Affluent Adopters
14% of mens population and 58% of the spend
Where majority of LOreal brands target
Opportunity Mid and Long Term: Polished Professionals and Active Independents
45% of mens population and 28% of the spend, tipping point segments
Where majority of LOreal brands do not target
Focused Development & Execution: Target your Consumer, Think right Product,
Communicated in right way and the right Places
Rethink how to to find, educate, and engage with men today (media or retail).
Be creative, use digital new Path to Purchase
Next Steps
This is just the beginning.

1. Setup workshop to review learnings, action plans associated
with segmentation for respective businesses

2. Leverage type-in tool to help initially screen for target
segments for consumer research and development of new
products

3. Activating segmentation to reach target segments

USA - Men's Grooming Segmentation Report 2013

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USA - Men's Grooming Segmentation Report 2013

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