The customer behaviour in the men's cosmetics market in France

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Contents

Introduction

I. The market of cosmetics for men

❖ Evolution of the market ❖ Description of the market • Supply • Demand

II. Profile of the consumer

III. Consumer behaviour of men towards cosmetics

❖ Men’s expectations ❖ Examples of brands positioning

Conclusion

Introduction

The women market of cosmetics is running since a large number of years whereas the business of selling cosmetic for men is booming since a couple of year.
Nowadays, men are more conscious of their body and the need to conform to the standards of youthfulness, healthiness, and thinness.
Moreover, the development of fashion magazines for men reinforces this new concern of the men for their appearance.
Thus, the men conform more and more to certain patterns of beauty and are more sensitive to the cosmetics, like products enable them to improve their appearance.
But, even if market research suggests that the women expect their companions to take care of their appearance also, some still fear that the purchase of cosmetic products calls into question their virility, associating them to a female, effeminate or homosexual universe.
Obviously, many differences exist between the market of cosmetics for women and the one for men. Thus, the firms have had to adapt their marketing strategies to this new target to lead them buy their products.

The first part of this study deals with the market of cosmetics for men in France: the evolution and the description. Then, the second part is about the profile of the consumer and his behavior by considering the evolution of the mentalities. This part will be finished by presenting examples of brands positioning.

IV. The market of cosmetics for men

❖ Evolution of the market

The market of men’s cosmetic is relatively a new market. At the beginning, it was a niche market.
We can