Analysis of the care product market for men
- Marketing strategy
- Marketing mix
The first cosmetics product for men was developed in 1985 at the laboratory of Biotherm. L'Oreal was 17 years ahead of its main competitors (such as Vichy and Clarins) when it launched first products for men accompanied by the revolutionary slogan: "Men have skin, this is new." Now a leader in this field, its products for men go beyond after-shave. Men no longer use their wives' tweezers to pluck their eyebrows or steal their anti-ageing creams. Now, men are unafraid to admit their needs and buy the latest cosmetics on the market.
This is not applicable to all men. In fact, among the youth, the males who use skin care products are often branded feminine and are associated with a certain "taboo". For the youth, their image is a test, of sorts. They embody the changes and current changes in society, which allows brands to adapt.
France is an atypical market. Today, men have evolved, both in their approach to personal appearance and also in their relationship with work and leisure. Knowing, however, (as acknowledged by Anouk Diamantopoulos, director of the division's commercial group of male Interdeco) "that these are the same men, but who have simply enriched values out of the emotions they had in them.?
Because women have changed, the men too have been forced to evolve. Men are no longer the heads of the family, the image of the man sitting at the seat of power, work and money has been shattered. He is trying to rebuild a modern identity on his new position in society.
Tags: Men's beauty care products, Male consumers in the cosmetics industry