A promising market?

Nowadays men are worrying more and more about their physical appearance So, as a firm, should we pay attention to this growing market and throw into it products? Or is it just a trending fashion that as soon as it came will disappear?

Our team decided that we should take advantage of this markets possible growth. But doing so wont be an easy task, because as the new market it is, there should be plenty of knowledge about what the consumer needs, what does it wants, when does it wants it, where and how does it wants it.

Answers

attract the opposite sex care about how they look personal care

Decisions based on

same as hygiene products depends on the product depends on the brand

Products
10 8 6 4 2 0 Products

aspects

young and trendy

look clean hair and smell

Men could go to spas, hair salons or stores like The Body Shop to buy products that help them project a good and healthy image of themselves at work and in their social life. Other stores where men can find cosmetic products now a days are: Clinica Terapi (Feet clinic), Bamboo Spa, Bagua Spa, O San Pedro, The Men Spa, among others.

In 2010, mens fragrances registered higher rates in sales than womens perfumes in Mxico. Also in 2010 there was an increase in concerns of the damage to the skin that can be done by exposure to sunlight, which led to sun protection becoming a part of the daily routine for many mexicans. Nivea for Men and LOral for Men have been gaining popularity in Mxico with products that help men reduce the signs of fatigue and ageing process. These products can be found in supermarkets such as Wal-Mart, HEB, Soriana, etc.

Males who deviate from this ideal (big muscles and virile) by being either too thin or too fat may experience negative body image evaluation and invest more in their physical appearance (Morrison, Kalin & Morrison, 2004). Potential target market.

Bartlett, Vowels, and Sauciers (2008) metaanalysis of 15 correlational studies similarly demonstrated that pressure from mass media was significantly related to body dissatisfaction, self-esteem, and (especially) body esteem, particularly among young adult men (average d = -0.19). Age factor on target market and factors that motivate men to care about their appearance.

While internalization of media messages emerged as a theme in all transcripts, participants differed in terms of their own perceived susceptibility and in the types of messages they felt they had internalized. For some, a disjunction was observed in that they saw men, in general, as highly susceptible to bodyrelated messages disseminated by media, but not themselves personally. Others acknowledged that they were not impervious to mass media but emphasized messages that were health-related rather than aesthetic. Only a small number of participants revealed personal internalization of aesthetic-related media messages . Probable approach on marketing and promotion

Specifically, participants felt that a critical reason why men attempt to improve their body is to enhance their sexual attractiveness. Finally, main motivation.

In Mexico and Central America, body care for men does not have deep roots, but mass media exposure to trends in Europe and the USA is creating greater demand. Two years ago, in Mexico, there was little information on available facial and body treatments, but today brands such as Carlo Corinto Skin Essentials not only market, but even develop their products.

Latin American men like to think they are known for good looks, masculinism and selfconfidence. These consumers are today turning to cosmetics to sustain and accentuate this image. The Latin American market for male grooming products and services is now one of the most dynamics in the world.

The region is on the whole an appearance conscious culture and the desire to enhance ones appearance has been fuelled by the culture of competition in the workplace. This, added to the changing image of macho (still very masculine but with a healthy and meticulous appearance), has resulted in the pressure for men to follow a daily beauty routine.

NIVEA for MEN Why this brand? This brand is well positioned because of its sober design when it comes to packaging. Also, they have a wide variety of useful products which dont appear like cosmetics at all. AXE Why this brand? Axe started out as a deodorant brand, but theyve expanded their product line to body wash, shampoo & conditioner, hair wax, etc. Theyve also implemented a well designed publicity which attracts male & female viewers.

http://www.jasonshankey.com/expert/advice.php?func=view&HID= 27&hint=Future%20of%20Male%20Grooming

Age Young men images that break with traditional icons of masculinity. According to Frank Mort (1988), the evolution in young mens culture results in an increased interest in the way that men look. He declares that young men are being targeted by the advertising industry, and are becoming more conscious than before of how they look.

The younger generation is more open to cosmetics than the former one. This target (18-35 years) constitutes an interesting market for the cosmetics companies, 42% of the 15-30 years want to be attractive.

Also old men that does not want to loose the illusion of her youth may be a posible target. People want to take care of their skin and to make it more attractive. Ex: Theyre not severe dark circles, but the concealer makes me look less tired when I have had just four hours sleep, as I have had today, Mr. Albert

Economic level Medium & High economic level The beauty products are a pleasure purchase. The consumer should have enough time and a sufficient income to purchase and use those products. Location Besides, the new trends appear most of the time in big cities and spread all around after. Lots of new phenomenon appears in the cities. People that are more open minded live in big Cities.

Metrosexual The characteristic of the metrosexual is that he is neither androgynous nor homosexual. Although it has a part of femininity through the jewels and the make-up which he carries, they does not doubt about their virility.

Likes and takes care of him Is concerned with his weight, Goes to fitness club He also takes care about his alimentation and health. Takes care of its skin with: facial cleansers, moisturizers and exfoliants. Men use cosmetic products in order to cover up or correct imperfections, not to enhance beauty. Mr. Hewryk

http://www.youtube.com/watch?v=tLc9Mhi9l0

BLANCHIN Audrey, CHAREYRON Cyrielle, LEVERT Quentin, The customer behaviour in the men's cosmetics Market, University of Halmstad School of Business and Engineering Bachelor Degree

Adam Newman Andrew, Mens Cosmetics Becoming a Bull Market, New York Times, September 1, 2010, http://www.nytimes.com/2010/09/02/fashion/02 skin.html?pagewanted=2

Euromonitor International. 2011. Beauty and Personal Care in Mexico. Industry Overview. http://www.latinbusinesschronicle.com/app/artic le.aspx?id=1186 http://www.cosmeticsbusiness.com/technical/art icle_page/Male_grooming_in_Latin_America__the _art_of_discretion/56468 RYAN, T. A., & MORRISON, T. (2009). Factors Perceived to Influence Young Irish Men's Body Image Investment: A Qualitative Investigation. International Journal of Men's Health, 8(3), 213-234. doi:10.3149/jmh.0803.213