| Titre : |
Male-oriented cosmetics: how beauty brands can improve marketing segmentation to target men in France? Segmentation, targeting, and positioning on the cosmetic market, through the notion of gender. |
| Type de document : |
Mémoire |
| Auteurs : |
Mathilde TEYSSIER, Auteur |
| Année de publication : |
2021 |
| Importance : |
36 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
COSMETIQUE ET PARFUMERIE SECTEUR ; HOMME ; EVOLUTION ; BEAUTE
|
| Résumé : |
The analysis has showed that there is a growing interest in male-oriented cosmetics, and that it represents a huge opportunity with an expected global growth reaching 49.8 billion of euros in 2026. However, a majority of men in France currently remains reluctant to buy and use such products – and this market is in its very early stages. In the context of the questioning of gender, this new trend has brought about two opposite strategies: traditional gender marketing and beyond-gender marketing. This research supports the relevance of identifying bases for segmentation as a way to target men more effectively in France. Not doing so might expose a brand to failure and doing so can be a great competitive advantage. Our results tend to show that the stronger barrier for men of all ages is not mainly, as first thought, the fear of using feminine products – but the fact that they don’t feel the need to use cosmetics. The main recommendation is to segment their target starting with two generational groups: 1) Prioritize Gen Z, which is the most willing to use cosmetics. Surprisingly, gender-less approach is not an incentive to purchase, it can even repel them, as the majority would rather buy a product from a brand using masculine attributes. Marketers should also focus on word-to-mouth because they are sensitive to recommendations from their peers. Finally, they should prioritize omnichannel strategy (digital channel) and personalized contents. 2) Encourage Millennials by creating motivational drivers with the use of wording related to skincare and not to makeup. Moreover, marketers should prioritize brick-and-mortar stores because the majority of respondents stated they preferred shopping physically. Last but not least, they should find the right balance between excessive masculinity and femininity. |
| Programme : |
PGE-Reims |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538277 |
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Male-oriented cosmetics: how beauty brands can improve marketing segmentation to target men in France? Segmentation, targeting, and positioning on the cosmetic market, through the notion of gender. / 2021 
