MEN SKINCARE PRODUCT

Section F
Group 2
INTRODUCTION
The Indian cosmetics industry has witnessed rapid growth over the last
couple of decades. With every passing year, the range of cosmetic and
beauty products in India has widened tremendously. Beauty product
manufacturers in India have mostly been catering to the great demand for
cosmetics and toiletries that fall into the low- or medium-priced
categories, as the greatest demand in India always revolves around
economically priced products.
Recent cosmetics business market analysis reveals that many
international companies are now outsourcing cosmetics to India and that
the cosmetics market in India is growing at !-"#$ annually, twice as fast
as that of the %. &. and 'uropean markets. The growth rate in the
cosmetics market re(ects increasing demand for beauty care products in
India.
)owever, even with the massive surge in the popularity of cosmetic
products, statistics show that the average Indian consumer spends much
less on cosmetic products than consumers in any other part of the world.
This also implies that the Indian cosmetic industry has an even greater
potential for growth than it is currently e*periencing
MENS SKIN CARE IN INDIA
There is a growing awareness for skin-care among men. 'volving lifestyles
and a growing need of the urban Indian to look good has a+ected
increasing sales of products in the skin-care industry for men. There has
been an increase in the number of men visiting salons for facials and
using skin creams to look fresh. The skin care industry for men has been
growing at a compounded average annual rate of ,. percent

, as
depicted in table below.
Rs (miion! 2""
#
2""
$
2""
%
2""& 2"'" 2"''
Men(s S)in
C*re
,-..
!
/!#.
"
00..
!
,0
."
,0/#
.-
",,,1
.#
T*+e ', S*es o- Mens S)in C*re pro.ucts, /*ue 2"''02"'#
2en are chasing face creams, thanks to media and advertising playing a
signi3cant role in promoting the brands. The men4s fairness products

2en4s 5rooming In India 6are, 'uromonitor International from trade associations, trade
press, company research, trade interviews, trade sources
market is growing at an estimated "! percent compared to the women4s
fairness market which is growing at an annual rate of .-0 percent.
"
The
male fairness cream market grew from an estimated si7e of %&8 "#
million in "##1 to %&8 -0 million in "## and then to %&8 !#-!" million in
"#.
-
)owever, in absolute terms, the men4s fairness market is still small.
The women4s market is estimated at -/# million %&8. )owever the growth
in men4s fairness segment has more than doubled compared to the female
segment.
The male face wash industry has also been showing positive signs in the
recent years. The market for face wash was at an estimated si7e of 00
million %&8 in "##1 which grew to "0 million %&8 in "## and 3nally to
./ million %&8 in "#.
,
The market which was considered a greenhorn
category with a sub Rs ## cr si7e ! years ago has grown tenfold to Rs
### cr.
!
These categories hold promise to 9265 players who are waiting
eagerly to upgrade consumers to premium segments.
The prominent players in the market are 'mami 9air and )andsome, :ivea
for 2en, 5arnier 2en ;owerlight, 9air and <ovely 2a* 9airness and 9air
=ne. 'mami 9air and )andsome has dominated the market with an
estimated market share of close to !0$ followed by close to "!$ market
share for )%<s 9air and <ovely 2a* 9airness. 'mami was the pioneer in
launching fairness creams for men with the launch of its fair and
handsome cream in "##!. In 3ve years 9air and )andsome has become a
Rs. ## crore brand growing at ,!$ per annum and contributing !$ to
"
http>??lifestyle.in.msn.com?fashion?beauty.asp*@cp-documentidA-.,,#,#BpageA-
-
http>??www.in-cosmeticsasia.com?;ress?:ormal--Industry-Crticles?Bright-;rospects-for-
2ale-&kin-Whitening-6reams-in-India?
,
)%< Investor ;resentation :ovember "#.
!
http>??timeso3ndia.indiatimes.com?business?india-business?9ace-wash-market-grows-#-
fold-to-Rs-###cr-in-!-years?articleshow?.###""#.cms
'mami4s revenue. &hah Rukh Dhan was chosen by 'mami as their brand
endorser.
/
:ow, as the segment evolves, there is a Eueue of Bollywood
actors including &hahidDapoor and Fohn Cbraham who are endorsing male
grooming products.
The face wash market in India is broadly categori7ed into herbal or natural
and cosmetic. &ome of the well-known herbal brands are )imalaya, The
Body &hop and <otus, in addition to the abovementioned brands that fall
under the cosmetic category.
2en4s skin care is e*pected to increase by a constant value 6C5R of "!$
during the forecast period "#-"#/, mainly due to the growing desire
amongst men to use skin whitening creams, moisturisers, e*foliators and
under-eye gels. Indian companies are also likely to come up with more
sophisticated products, such as male-speci3c anti-agers, and this is
e*pected to drive sales in men4s skin care. This has been depicted in the
Tables - and , below. The current growth is also shown in the Table ".
.
1 current 2*ue
3ro4t5
2"'"6
''
2""#0''
CAGR
2""#6''
Tot*
Men(s S)in C*re -./ ,. ,!1.0
T*+e 2, S*es o- Mens Groomin3 +7 C*te3or7, 1 /*ue Gro4t5
2""#02"''
Rs miion 2"'' 2"'2 2"'8 2"'9 2"': 2"'#
Men(s S)in
C*re
",,,1
.#
-,/!
./
,,#""
.#
!,#/
.!
/,,!
.0
.,,1
.#
T*+e 8, Forec*st S*es o- Mens Groomin3 +7 C*te3or7, /*ue
2"''02"'#
1 const*nt 2*ue
3ro4t5
2"''0'#
CAGR
2"''6'#
TOTA;
Men(s S)in C*re "!. "#!.1
T*+e 9, Forec*st S*es o- Mens Groomin3 +7 C*te3or7, 1 /*ue
Gro4t5 2"''02"'#
/
http>??www.beautypackaging.com?articles?"#?#/?alls-fair-in-indias-cosmetics-market
.
&kin 6are in India, 'uromonitor International from trade associations, trade press,
company research, trade interviews, trade sources
SEGMENTATION< TARGETING AND POSITIONING
We analy7ed the &T; for 5arnier 2en and compared it to other players in
the industry.
5eneric =verview of segmentation and targeting G Cge, income and
demography is the most common variable used for segmentation. 2ost of
the products are targeted to males in ! G -! age groups. %rban, semi-
urban areas and towns are targeted because of high awareness and
consciousness about personal care in these places. &killed and white
collar workers are primary target because of their high awareness, need
and disposable income they have.
Cit7 Si=e F*mi7 income
2etro 6ity HA "####
6lass-I cities HA !###
Towns and semi-urban area HA ####
&o, according to income, occupation and demography we can say that
targeted segment consists of C, C", B, B" socio-economic classi3cation
categories.
G*rnier G Targeted to customers who are willing to pay high for Euality
and premium products. It4s focused primarily toward urban areas and well-
informed and aware users. They are looking to attract regular usersi.e
daily users. It has further segmented market based on skin types. It has
di+erent o+erings for normal and oily skin I5arnier 2en =il 6lear seriesJ.
O2er2ie4s o- positionin3 G 8i+erent brands have di+erent positioning
but maKor brands are inclined to 9airness enhancing attribute.
>r*n. Position
F*ir ? @*n.some =ne stop solution for all personal
care needs of men.
F*ir ? o2e7 Men= Acti2e 9airness enhancer
G*rnier Men 2easurable and e+ective
performance - &porty and outdoor
image
Fi*m* Di Ais ReKuvenating and re-energi7ing
&porty
B
outdoor
Image
EBecution* Properties6/isu* I.entit7
:atural
/*ues6Person*it76C5*r*cter
Re*sons To
>eie2e
6ryo
menth
ol
9or
cooling
e+ect
6ontains ;umice G
natural e*foliation
agent
POPs
POD
s
6leansi
ng
Cction
Cnti-pollutant
;remium
Luality
6atering
to all skin
type
6oolin
g
'+ect
>r*n.
M*ntr*
Take care
>r*n.
M*ntr*
Take care
Points o- DiCerence- 5arnier face wash has features like cooling e+ect ,
premium Euality and it can cater to all skin types which di+erentiates it
from its competitors in the face wash segment of beauty products. These
features make it uniEue in a way that face washes from other competitors
do not have these characteristics and so it becomes important to make
sure that it is properly conveyed to the customers to enable them to make
a informed choice and enabling us to market our product better.
Points o- P*rit7- 5arnier face wash has features like cleansing action,
anti pollutant characteristics which is considered to be a necessity for any
leading face wash. These characteristics satisfy the basic needs of the
customers which they can think of deriving out of a face wash.
EDTENSION OF 9 PS,
Cs Brian 9etherstonhaugh writes for =gilvy and 2ather, the focus is on
moving from the four ;s to the four 's of marketing. This is Kust a
manifestation of the classic ,;s marketing mi* proposed and ampli3ed by
:eil Borden in terms of the current situation and demands of the
marketing landscape where brands wage wars against each other to gain
the mind space of their T5 and the sheer number of the o+erings in the
market is enough to inhibit brand recall and make perception formation all
the more diMcult.
'! T5e Pro.uct E t5e EBperience ,
When designing skin care range speci3cally for men, care has to be
taken to communicate the di+erentiating factors e+ectively. The value
proposition should be strong enough to compel the prospective
consumer to narrow down his consideration set to the products
catering specially to men rather than consider all general purpose or
women4s products. Clso, the entire e*perience right from being aware
of the o+ering to making the purchase and post-purchase behaviour
has to be known by the company. Cn important factor is the in(uencers
in the decision making process. In our research, we got to know that
there are many reasons besides the communication strategy of the
company that motivate the purchase and in other cases, motivate the
abandoning the o+ering and switching to an alternate.
6limatic conditions
Reluctance to learn the bene3ts of the products
;ackaging that is not too appealing
;erceived ine+ectiveness
2! T5e P*ce E E2er7p*ce
The meaning of the place is not con3ned to the point of actual
transaction but should be e*panded to cover the entire range of
possibilities of reaching people. In the case of the current o+ering, that
possibility set includes>
6hemist counters
6onvenience stores
&upermarkets
8irect &ales?Internet
=ne key insight that we derived is that upon coming to the place of
transaction, the customer is in(uenced by the placement of the product.
&ince this range of products is supposed to o+er a di+erentiated
advantage over the generic products in the same category, the message
needs to be communicated to the consumer as well.
&o, a retailer o+ering a male skincare product should place it separately
from the female and generic skincare products. The pull factor from
consumers can be created if this message is delievered e+ectively.
8! T5e Price E *n EBc5*n3e
=scar Wilde said, NThe cynic knows the price of everything
and the value of nothing.O
Cs the 3ndings of our survey and interviews show, despite the huge
number of brands in the market making the pitch for o+ering Euality
male skincare products, more than .#$ people don4t distinguish
between brands based on their proposition. 'ventually, the purchase is
based on lowest of prices. This means the message has to be
communicated through value and not price G facilitating not Kust a
transaction but an e*change of value.
9! T5e Promotion E *n *ct o- e2*n3eism
;romotion in an already cluttered marketplace is not Kust about
communicating product bene3t, it is more about creating a brand
e*perience that engages the consumers and the intermediaries in the
distribution channels alike. In some cases during our research, we were
faced with retailers who were not aware of a certain product speci3cally
designed for male skin care. This would result not Kust in lost sales but
also in lost interest and share of mind of e*isting and prospective
consumers.
The survey also suggests that maKority I,/$J of non-users say that the
reason for not using male skin care products speci3cally is the perceived
non-e+ectiveness. This perception can be undone by invoking feelings of
emotion and passion through brand communications. 'ngagement of
consumers on social media as well as advertisements focussing on value
proposition are identi3ed as the key drivers.
MARKETING COMMUNICATIONS MID
&everal factors make the Indian marketing space suitable for a wide
variety of communications to the consumer. The rising literacy levels, and
hence the rising levels of readership of newspapers and maga7ines has
led to a surge in the e+ectiveness of these media. ;enetration of 92 and
television as media of mass communication has resulted in the ability of
companies to reach a large number of people for a relatively lower cost.
9or the 2ale &kincare market, communication mi* is primarily based on
letting the T5 know the value proposition of the o+ering. The prevailing
conditions with a large number of players and a more fragmented market
may suggest at diminishing shares of voice for the individual brands but
the detailed study of consumer responses reveals that the consumer does
care about functional bene3ts derived from the product but there has to
be a strong message that enhances top-of-mind recall and in(uences
purchase decisions.
J A.2ertisin3 >Parious brands have employed advertising based on
functional bene3ts and shows the protagonist in the ads talking
about various useful features o+ered by the range. 9or e*ample,
5arnier 2en includes protection from sunlight, protection from body
odour, controlling oil level in the skin. The problem however seems
to lie in the e+ectiveness of the message. The communication is not
emphatic enough to be recalled later, the brand image is not clear.
"J S*es Promotion, Cmong the two types of sales promotions, trade
sales promotions are not the real problem here as the availability of
the product doesn4t seem to be an issue. The appropriate Qpush4 is in
place but the desired level of Qpull4 has to be created from the
consumer4s direction. 6onsumer sales promotions can be bene3cial
to some e*tent.
-J E2ents *n. EBperiences, 'vents centred at the brand
ambassador with a high degree of consumer involvement can help
increase brand awareness and adoption by potential consumers.
,J PR *n. pu+icit7,9or e*ample, 5arnier 2en collaborates with I;<
team RaKasthan Royals for promotions which involves Indian and
international players from the team use personal skincare and
grooming products from 5arnier 2en.
PRIMARF RESEARC@
PRO>;EM STATEMENT,
We have tried to 3nd answers to the following Euestions through our
primary research>
What is the product category that the Indian males are currently
using on their face@
Identifying the maKor brands and their awareness.
)ow strong is the brand loyalty in this category@
What are the factors that in(uence purchase decision@
RESEARC@ MET@ODO;OGF ,
;ersonal interviews
Interviewed , local shopkeepers and ", customers
9ocus 5roup
6onducted a group discussion to gather insight into people4s
perception on the QRole of grooming for men4.
=nline survey
" responses collected through an online Euestionnaire
'!CUSTOMER INTER/IEA,
O/ERA;; COMMENTS,
Thus, in the personal interviews that we conducted it was observed that
face wash was used most widely in the men skincare category. 2ost of the
people preferred to use face wash over soap as they considered soap to
be too harsh to be applied on the face. =ne person also mentioned that in
the case of face wash there was the option of choosing a type suitable to
their skin, a kind of customi7ation absent in soaps. 2ain reason for the use
of face wash was cleanliness but some also liked the additional bene3ts
obtained from them like glowing face, feel good factor, etc. :othing
concrete could be derived on brand loyalty based on our interviews. &ome
interviewees showed high brand loyaltyR they had used only one brand
and did not want to switch to any other brand, as their current brand
satis3ed all their needs. =n the other end were some who did not have
any speci3c preference and switched brands as and when they liked.
&ome switched brands when they encountered some problems with their
e*isting brands like did not suit skin type. The maKor brands which people
mentioned were 5arnier men, )imalaya, :ivea, 6lean and 6lear and
Bodyshop. 2ost people only considered price and whether the product
suited their skin type before making their purchase. Clso for people who
were very careful about their skin, price was not a factor either.
We were able to 3nd a handful of people who also used fairness cream.
The brands that mostly came up were 9air B )andsome, 9air B <ovely and
5arnier. It was observed that people who used fairness creams were the
ones who gave special importance to their appearance. These people
were very particular of the brand they used. It was observed that the
general perception about 9air B )andsome was that it was sticky because
of which most people did not use it. =ne of the respondent mentioned that
he still preferred to use 9air B <ovely as it was smoother. ;eople also used
moisturi7ing cream depending on the weather conditions.
2!FOCUS GROUP,
;INK
We conducted a discussion on the QRole of grooming for men in society4 in
a group of / people. 9rom the discussion we could infer that beyond basic
hygiene products like face wash and moisturi7ing cream, use of any other
skincare products by men was considered as feminine and mocked upon.
Both men and women were of the perception that men should restrict
themselves to face wash and moisturi7ing creams and brands like 9air B
)andsome create a very ladylike image for men.
8!RETAI;ER INTER/IEA,
=n interviewing some of the local retailers, we observed that the
shopkeepers themselves were not aware of the brands in the men
skincare category. 9or e*ample, when we asked them for men face wash
most of them could only o+er )imalaya face wash. =ne of the
shopkeepers, though had 5arnier 2en in stock, did not o+er it as he
thought it was a shaving cream. The organi7ed retail shops were more
structured. They had a separate section for men skin care products and
o+ered a variety of brands like 5arnier men oil control, 5arnier men
intense fresh, Paseline men, 9air B <ovely ma* fresh, etc. =ne interesting
contrast that we observed was that in the organi7ed retail shop )imalaya
brand was placed in the women4s section.
9!ON;INE SUR/EF,
=ut of " responses, /$ used men skincare products, with the
maKority I,$J using only facewash
Though -"$ of the respondents were aware of men fairness cream
only /$ used them
"/..0$ of the users had a brand preference, the most popular
brand being 5arnier I,-$ of those with brand preferenceJ
//$ of the users made the purchase decision on their own.
Luality was the dominant factor in(uencing purchase decision
I,!."-$J, followed by ;rice I"!$J
,/$ of the people who did not use any skincare product mentioned
non-e+ectiveness as the reason
Television was observed to be the most popular advertising channel
among the respondents I.1$J
INTERPRETATION
;eople fail to di+erentiate between available face wash products as most
feel its more of a cleansing foam product. &oap is the maKor substitute in
this category. 2en 3nd the foaming action similar to that of soap. They
feel that basic attributes of face wash are available in all branded
products, so they do not 3nd it necessary to follow a particular brand and
mostly leave it to last minute purchase in shops and mostly under the
in(uence of shopkeeper4s suggestion. 9ew di+erentiators like )imalaya
have been able to place their products for customers who are conscious
about the medicinal e+ects of face wash. 5eographical location also
a+ects the purchasing decisions. 6ustomers in 6alcutta do not 3nd face
wash and moisturi7er cream suitable due to hot and humid weather.
F*ctor inGuencin3
purc5*seH
A5ic5 pro.uct .o 7ou
useH
Re*son -or not usin3H
A5o inGuences 7our .ecisionH
@o4 .o 7ou )no4 *+out t5e +r*n.sH
Re*son -or not usin3s)inc*re
pro.ucts
;IMITATIONS,
5iven the scope of our survey, the proKect had some limitations, which are
as follows>
J C large part of the respondents were students in the "#--# age
group. %sually, e*posure in this group regarding new products and
their openness to try these products could be considered to be
higher than those in the higher age groups. Cs a result, there might
be a probability that our results might be a little biased towards men
skin care products.
"J Cround !.$ of the respondents were from 6alcutta. Thus the high
usage of facewash and limited use of moisturi7ing cream observed
in our survey could be attributed to the hot and humid summers and
short winters in 6alcutta.
Do 7ou 5*2e * speciIc +r*n.
pre-erenceH
-J C large portion of the data was collected through online surveys.
=nline surveys helped in collecting the data in less cost and time.
2oreover, as it was anonymous, respondents were more
comfortable in sharing personal information. )owever, since it was
impersonal it limited the scope to further probe the respondent and
there was no scope to monitor the response restricting result4s
reliability.
CONC;USION AND RECOMMENDATIONS
We have narrowed down some areas pertaining to which we got insights
while working on the research for our proKect. These mostly came up while
interviewing the chosen prospects from the T5. ;ost identifying these
patterns or hidden motivations in their purchase behaviour, we
categorised them into areas and then based on our understanding,
accompanied each insight with an actionable recommendation.
'! Cim*te
Insight> The humidity in Dolkata hampers the usage of moisturisers
or face creams.
Recommendation>
Cllocation of sales promotion budgets according to
geographies e.g. focussed promotion of face washes and
cleansers in Dolkata.
8evelopment of new product lines based on climactic
factors.
2! T5e TGs Ps7c5e
Insight> 2ales have a relatively shorter span of attention and do not
like to spend time over evaluating the product
Recommendation>
2ake the product appealing enough Ithe 2arketing 2i*J
to create a pull-e+ect
8! P*c)*3in3
Insight> C step towards the ;ull-e+ect, 5arnier 2en for e*ample
found to have similar packaging across di+erent products and the
shoppers aren4t able to distinguish between them
Recommendation>
2ake it appealing and attractive, more representative
of the e*act product category rather than the entire
range
9! Interme.i*ries
Insight> =ften, the retailers and distributors aren4t aware of the
value proposition and hence are not able to communicate the same
across the value chain
Recommendation> 'ducating the intermediaries and reducing the
product knowledge gap so that a better pitch can be made to the
consumer at the time of purchase
:! Function* >eneIts
Insight> C fraction of the purchases are made on the basis of the
functional bene3ts of the product. This is especially true of face-wash
as certain consumers come looking for products with medicinal bene3ts
or herbal formulations. In those cases, there are very few products that
can cater to their needs
Recommendation>
9easibility of introducing a new product can be e*plored
in this domain
#! In.uce Tri*
Insight> &witching brands is not diMcult in this category as we found
out that almost -?,
th
of the T5 is not loyal to any particular brand,
the right kind of promotions and trial induction is the trick here
Recommendation>
6onsumer promotions involving a smaller &D% I sachetJ
APPENDID
'!CUSTOMER INTER/IEAS,
Customer J'
N*me> Sogesh
A3e, "/
C*te3or7> 9acewash and 9airness 6reams
Pro-ession> &oftware 'ngineer at IB2
P*ce o- resi.ence> Dolkata
Income> ,####T
F*ce4*s5
>r*n. Use.> P<66 9acewash
Insi35ts 3*ine.> )e used to use 5arnier before but switched to P<66
since 5arnier was not suitable for oily skin. The facewash costs
appro*imately Rs /# and it lasts for - weeks since we uses it on a regular
basis. )e shifted to Dolkata for work and uses the facewash because of the
humid weather in Dolkata. )e 3nds P<66 suitable for oily skin.
F*cecre*m
>r*n. use.> P<66 and 5arnier
Insi35ts 3*ine., )e uses it once in "-- days. )e does not have a brand
loyalty and uses both P<66 and 5arnier without any preference towards a
product.
Customer J2
N*me> &ushant
A3e> ",
Pro-ession> &tudent
P*ce o- resi.ence> Dolkata
%ses only soap. 8oes not use facewash or fairness creams. )e believes
soap is suMcient and does not want to spend e*tra money on such
products.
Customer J8
N*me> ;rasad
A3e> "-
C*te3or7> 9acewash and 2oisturi7ing 6reams
Pro-ession> &tudent
P*ce o- resi.ence> Dolkata
F*ce4*s5
>r*n. use.> Body &hop 9acewash
Insi35ts G*ine.> Buys facewash from Bodyshop stores and sometimes
also purchases online. )e spends appro*imately !## rupees for a bottle
I"! mlJ. Though the product is slightly e*pensive, he 3nds it is 2*ue -or
mone7, since one drop is enough for one time use. )e is a regular user
and uses the product daily. The product lasts for " months. )e does not
use soap because so*p is5*r.er on s)in. &ince face is e*posed more to
sun, he feels the product used should be customi=e. to -*ce. )e was
using 5arnier9acewash earlier and had used it for almost " years but later
shifted to Body &hop since his mom recommen.e. it. ;erception about
Body &hop products is NFees Goo. on S)inO. )e feels the maKor
di+erentiating factor between Body &hop and other products is the
Ku*it7. )is 3rst priority is Euality and price only comes ne*t. When he
was using 5arnier before, they used to only last for one month. Body &hop
uses only or3*nic m*teri*s in all its products. :o e*ternal chemicals are
used. This is also an attraction for choosing Body &hop. Cccording to
customer, the %&; is the product itself.
Moisturi=in3 Cre*ms
Brand %sed> Body &hop
Insights gained> )e was staying in Bhopal before moving to Dolkata. )e
used to use Body &hop moisturi7ing cream when he was in Bhopal but
does not use it anymore because Dolkata has a humid climate and we
sweat a lot already and moisturi7er creams are not reEuired. When he was
in Bhopal he used to use them twice a day and was a regular user. )e
would spend ,##-,!# rupees per month on such products. )e feels that
creams last less as compared to face wash since one time Euantity used is
more.
Customer J9
N*me> Cnirudh
A3e> ",
Pro-ession> &oftware 'ngineer, 6ollabera
C*te3ories Use.> 9acewash
Income> -####T
P*ce o- resi.ence> Bangalore
F*ce4*s5
>r*n. Use.> :ivea facewash
Insi35ts G*ine.> The product costs -# rupees and lasts for one and half
months. )e uses it when he goes to work. It is e*sier to c*rr7facewash
as compared to soap. )e uses it to moisturi7e his skin.
Customer J:
N*me> Crun
Pro-ession> ;hotographer
A3e> "/
C*te3ories Use.> 9acewash
P*ce o- resi.ence> Dolkata
F*ce4*s5
>r*n. Use.> :o speci3c product. Deeps changing
Insi35ts 3*ine., )e is currently using :ivea but he does not display
brand loyalty towards any brand. )e uses facewash when he is sweaty. )e
uses it once a week and one pack lasts for almost - months. :ivea cost
him 0# rupees for a ## ml pack. )e has used products such as 5arnier
and )imalaya before. )e uses it mainly for cleaning and rinsing skin.
Does not +eie2e in t5e t* c*ims promoted by di+erent companies.
Customer J#
N*me> &upriyo
Pro-ession> Works at 6o+ee 8ay '*press
Income> <ess than ####.
C*te3ories use.> 9acewash and fairness creams.
A3e> ",
F*ce4*s5
>r*n.> 6lean and clear
Insi35ts G*ine.> %sed to use :ivea for men before. But switched to
6lean and 6lear since 6lean and 6lear is specially made for oily skin
whereas :ivea is made for all skin types. )e cycles to and fro work and in
the process there is a lot of dust which he is e*posed to. 8ue to the metro
work, the roads are very dusty. It is necessary to use face wash since soap
alone will not help. )e uses face wash upon reaching home in the evening.
)e spends appro*imately .#-## rupees every month on face wash. )e is
a regular user and uses it daily.
F*irness Cre*ms
>r*n.> 9air and )andsome
Insi35ts 3*ine.> )e has been 9air and )andsome ever since it was
launched. )e switched to 9air and <ovely 2a* 9airness for 2en once but
did not like it. &o resumed back to 9air and )andsome. )e says nothing
compares to 9air and )andsome. )e is a regular user of fairness creams
but after marriage has limited the usage. When asked if he had ever tried
9air and <ovely, he replied, N:o, 9air and <ovely is for women. )ow can I
use it@O
Customer J$
N*me> &iddharth
Pro-ession> &tudent
A3e> / years
C*te3ories use.> 9acewash
P*ce o- resi.ence> Dolkata
F*ce4*s5
Pro.uct Use.> 5arnier
Insi35ts G*ine.> %ses the product because he has oily skin. )e has been
using it since the last / months. )e is a regular user and his skin is pimple
prone. The product helps prevent pimples. Before 5arnier he has used
)imalaya but he prefers 5arnier over )imalaya. )e is price sensitive and
he wants the facewash to be in the range of !#-/# rupees.
Customer J%
N*me> RaKu
Pro-ession> &tudent
A3e> / years
C*te3ories use.> 9acewash
F*ce4*s5
>r*n. Use.> ;ark Cvenue
Insi35ts 3*ine.> )e is not a regular user and has been using ;ark
Cvenue since the last one year. %ses ;ark Cvenue because it was available
at home and he has no brand preference.
Customer J&
N*me> Diran
Pro-ession> &tudent
A3e> 0 years
C*te3ories use.> 9acewash
F*ce4*s5
>r*n. Use.> 5arnier 2en
Insi35ts 3*ine.> %ses 5arnier because other products give him pimples.
Customer J'"
N*me> Darthik
A3e> "!
Pro-ession> 8ominos 8elivery Boy
C*te3ories Use.> 9acewash
Income> H!###
P*ce o- resi.ence> Dolkata
F*ce4*s5
>r*n. Use.> 5arnier9ructis
Insi35ts G*ine.> )e uses 5arnier9ructis since it deto*i3es skin and
removes dust. )e was using Paseline earlier but switched to 5arnier after
watching the advertisements on television.
Customer J''
N*me> Parun
A3e> ".
Pro-ession> Luality Cssurance 'ngineer at Cma7on
Income> H/####
C*te3ories use.> 9acewash
P*ce o- resi.ence> 6hennai
F*ce4*s5
>r*n. Use.,5arnier 2en
Insi35ts G*ine.> )e has been using 5arnier 2en for the last "-- years
because he has oily skin and it acts as an anti-pollutant. )e chose the
product because of the brand perception that 5arnier has e*pertise in
skin-care.
Customer J'2
N*me> Ravindra
A3e, "/
Pro-ession> &ales Rep at '&I )ospital
Income> H"####
C*te3ories use.> 9acewash
P*ce o- resi.ence> Dolkata
F*ce4*s5
Pro.uct Use.> 5arnier 2en
Insi35ts G*ine.> )is roommate was using a facewash. )e tried it once,
liked it and started using the product ever since. )e uses it occasionally
Iwhen he is going for a party or during 3eld assignmentsJ. )e is price
sensitive and wants something in the range of !#-/# rupees. )e is aware
of 5arnier 2en4s advertisement but does not 3nd Fohn Cbraham
interesting. )e prefers PiratDohli over Fohn Cbraham and remembered 9air
and <ovely 2a* 9airness Cdvertisement which was endorsed by PiratDohli.
Customer J'8
N*me> Raghu
A3e> "/
Pro-ession> &ales Rep at '&I )ospital
Income> H"####
C*te3ories use.> 9acewash and 9airness 6reams
P*ce o- resi.ence> Dolkata
F*ce4*s5
Pro.uct Use.> ;onds 9acewash
Insi35ts G*ine.> )e tried )imalaya 9acewash in the past but stopped
using it after he got pimples. )e is currently using ;onds 9acewash. )e
uses it daily in the evening.
F*irness Cre*m
Pro.uct Use.> 9air and )andsome for 2en
Insi35ts G*ine.> )e used to use 9air and <ovely in the past and switched
to 9air and )andsome after some friends started ridiculing him for using a
women4s cream. )e still prefers 9air and <ovely because he feels 9air and
)andsome is sticky whereas 9air and <ovely is very smooth on skin.
Customer J'9
N*me> 8eepak
A3e> "!
Pro-ession> :aval =Mcer
P*ce o- Resi.ence> Dolkata
Mont57 Income> -#####
C*te3ories use., 9ace wash
F*ce4*s5
>r*n. G 5arnier2enIcurrentJ, )imalaya IearlierJ
Insi35ts G*ine.> )e started using face wash only seven months back
when he shifted to Dolkata because of humid climate. )e used )imalaya
and then switched to 5arnier for he found it to be more e+ective against
humid weather. Regarding fairness cream, he responded that it4s too
feminine.
Customer J':
N*me> Rohit
A3e> ",
Pro-ession> :aval =Mcer
P*ce o- Resi.ence> Dolkata
Mont57 Income> -#####
C*te3ories use.> :one
>r*n. G :C
Insi35ts G*ine.> )e said that he doesn4t need a special product for face.
&oap is more than enough. To avoid stickiness and dirt, washing with soap
twice a day is more than enough.
Customer J'#
N*me> Ctul
A3e> ".
Pro-ession> 'ntrepreneur
P*ce o- Resi.ence> Dolkata
Mont57 Income> -#####
C*te3ories use.> 9acewash
>r*n. G 5arnier 2en, Picco
Insi35ts 3*ine. G )e wasn4t very comfortable discussing the usage
pattern etc as he felt it to be very intrusive. )e started using face wash
long ago and tried using other brands but those didn4t suit his skin.
Customer J'$
N*me, )arshit
Pro.ucts,9acewash
FreKuenc7, %ses the product when available Ifor eg. If at home and
2om?sister has itJ
Ot5er pro.ucts, 8oes not mind using female products. =ccasional user
anyway
ConI.ence F*ctor, 2ight be willing to use it to U9eel 5ood about myselfU
Customer J'%
N*me,CbhiKitThapa
Pro.uct6>r*n.> 5arnier <ight I9airness 6reamJ
C*te3or7> 9airness 6ream
Re*son> '+ective. 5ood for both short-term and long-term use. 2om was
using UkachchadoodhU on his face, then switched to product when learnt
about its e*istence. Goo. response -rom 3irs in college
A4*reness, Tried it because a friend had it.
Price sensiti2it7, &lightly e*pensive but donVt mind spending on a good
product
Us*3e> " times a week
Spen.in3, Buy every .! months
A.s6Cee+s in A.s, :ot in(uence by ads?celebs
Ot5er Pro.ucts> Tried 9air B )andsome, but that is UbakwaasU. 2akes
the skin sticky
Customer J'&
N*me> Raunak
C*te3or7,9acewash
Pro.uct6>r*n.,5arnier 2en Cll 6lear. 5arnier 2oisturi7ing 6ream
Re*son> 9or =ily &kin
A.s6Cee+s in A.s> :ot in(uenced my advertisement - only good for
awareness
Ot5er Pro.ucts> )avenVt tried any other product. 9irst and only product
Spen.in3> Rs. !# ? month
User since, Been using for about " years now
Customer J2"
N*me> Cnshuman
C*te3or7,9acewash
Pro.uct6>r*n.> :ivea for men
User since, %sing for .-0 months
A4*reness> 5ot it free during a promotion, been using since
Re*son> 9ace feels clean. <ooks better. Basically soap is to hard on the
face, hence use facewash
Spen.in36Us*3e> Rs. "## pack, lasts "-- months.
Customer J2'
N*me> Cshish
C*te3or7> 9acewash
Pro.uct6>r*n.> 6lean and 6lear 6lassic
Re*son> UBecause it4s cheap. ;ackaging is colorful, VTrippyV. &oaps are
harsh on the facial skin, hence facewashU
User since, %sing since the last " months
Ot5er Pro.ucts> Before that - )imalaya 9acewash
A4*reness> Whatever mom gave me
Customer J22
N*me> )arish
A3e> "/ years old
C*te3ories> 9acewash, moisturi7er, face scrub, foundation
Pro.uct6>r*n.> Bodyshop Ifacewash T moisturi7erTfacescrubJ, <oreal
IfacewashJ
A4*reness> Recommended Bodyshop by people who used it and liked it.
:ot really any advertisements for this brand
Re*son> 5ood for humid climate. 8oes not feel oily. :o pimples. 2akes
your face UglowU. )ave a dry skin problem
User Since, Been using for ".!-- years
Spen.in3> Rs. !##?month. Worth the investment
Us*3e> 9acewash - everyday. 9ace &crub - once in " weeks. 2oisturi7er -
?" days
Customer J28
N*me> Fagdish
A3e> " years old
C*te3or7> 9acewash
Pro.uct6>r*n.> )imalaya
Re*son> UBecause it4s herbal. <ess chemicals. 9eels clean, face glows.
5ood for skin. Better than soap - soap harmful.U
A.s6Cee+s in A.s> :ot in(uenced by ads. 9riends recommended.
User since, %sing for the past " - ".! years
Spen.in3> Rs "##--##?month
Us*3e> %se once in " days
Customer J29
N*me> Tushar
A3e> "" years old
C*te3or7> 9acewash
Pro.uct6>r*n.> Deihl IcurrentR try a new brand each timeR don4t stick to a
brandJ
Re*son> %se facewash Kust because of the notion that body products
should be di+erent from facial products Iprobably hinting that soap is too
harsh for the faceJ
User since, %sing for the past ,-! years
A4*reness> Cds, college e*posure. I6elebs in ads don4t matter, only
product Eualities matterJ
2!LUESTIONNAIRE
2en &kincare ;roducts
*Required
Age *
o 15-20
o 20-25
o 25-30
o above 30
Where do you live?
o Bangalore
o Mumbai
o NCR - Delhi
o Calcutta
o Chennai
o ther!
Occupation *
o Bu"ine""
o #tudent
o $m%lo&ee
o ther!
Monthly Income *
o le"" than 15000
o 15000 - 35000
o 35000 - 55000
o more than 55000
Which men skincare products do you know about (not necessarily use)? *
o 'ace (a"h
o 'airne"" cream
o Moi"turi)ing cream
o ther!
Which o the ollowing brands do you know deals in men skincare products? *
o *arnier
o $mami
o +imala&a
o Nivea
o 'air and ,ovel&
!ow did you come to know about these brands? *
o Ne-"%a%er
o .elevi"ion
o Billboard"
o 'riend"/Relative"
o ther!
"o you use any skincare products? *
o 0e"
o No
I no# why not?
o 'ind it embarra""ing to u"e
o Not e11ective 1rom m& %oint o1 vie-
o #2incare %roduct" are e3%en"ive and lavi"h
o ,ac2 o1 a-arene""
o Medical rea"on/allerg&
o ther!
I yes# do you buy men skincare products speciically or any available product?
o Men "2incare %roduct"
o ther!
Which skincare products do you use?
o 'ace (a"h
o 'airne"" cream
o Moi"turi)ing cream
o ther!
!ow much do you spend on these products in a month on an average?
o le"" than 100
o 100 - 300
o 300 - 500
o more than 500
!ow re$uently do you use these products?
o Dail&
o 4lternate da&"
o nce a -ee2
o cca"ionall&
"o you have a speciic brand preerence?
o 0e"
o No
I yes# please speciy brand
What are the actors that inluence your decision making?
o 5rice
o Brand
o 6ualit&/attribute o1 %roduct
o 5romotion and adverti"ing
o #tore location
Who inluences your purchase decision?
o 0our"el1
o #%ou"e
o 'amil&
o 'riend/Colleague
o Celebrit& $ndor"ement
o $3%ert