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Innovations, Market Trends and Male ...

Despaux, Josephine,

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Innovations, Market Trends and Male Consumers' Behavior in the Cosmetic Industry /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Innovations, Market Trends and Male Consumers' Behavior in the Cosmetic Industry // Josephine Despaux.
Author:	Despaux, Josephine,
Description:	1 electronic resource (50 pages)
Notes:	Source: Masters Abstracts International, Volume: 86-03.
Contained By:	Masters Abstracts International86-03.
Subject:	Generations. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31363567
ISBN:	9798384268512

Innovations, Market Trends and Male Consumers' Behavior in the Cosmetic Industry /
Despaux, Josephine,

Innovations, Market Trends and Male Consumers' Behavior in the Cosmetic Industry /Josephine Despaux. - 1 electronic resource (50 pages)

Source: Masters Abstracts International, Volume: 86-03.

The cosmetics industry has greatly evolved over the past few years, and men are consuming more and more cosmetics products. The aim of this paper is to provide brands and retailers to understand how men consume cosmetics, and their sensitivity to late trends, depending on demographics and cultural factors. The four selected trends this paper focuses on are "clean beauty", "body friendly" products, unisex cosmetics and cosmetics routines. In order research these topics, a quantitative study was conducted among 68 respondents in August 2020 through an online survey, presenting the four trends listed above and measuring demographics and cultural variables. The results lead to the conclusions that men who consume the most cosmetics are more likely to be young, in a relationship, in superior socio-professional categories, with a low level of the "uncertainty avoidance" cultural dimension (UAI). They mostly buy functional cosmetics, haircare and deodorants in drugstores and supermarkets. Young men in superior socio-professional categories and in a relationship, who score low on the "masculinity" cultural dimension (MAS) and high on UAI are the most likely to buy clean beauty cosmetics. Young men in superior socio-professional categories and in a relationship, who score low on MAS and UAI are the most likely to buy body friendly cosmetics. Younger men are more likely to buy unisex products. Finally, men in superior socio-professional categories are more likely to buy cosmetics routines. Overall, respondents are willing to pay more for cosmetics products which are "clean" and "beauty friendly".

English

ISBN: 9798384268512Subjects--Topical Terms:

586203
Generations.

Innovations, Market Trends and Male Consumers' Behavior in the Cosmetic Industry /
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245 1 0 $a Innovations, Market Trends and Male Consumers' Behavior in the Cosmetic Industry / $c Josephine Despaux.
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500 $a Source: Masters Abstracts International, Volume: 86-03.
500 $a Advisors: da Silva, Rui Vinhas.
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520 $a The cosmetics industry has greatly evolved over the past few years, and men are consuming more and more cosmetics products. The aim of this paper is to provide brands and retailers to understand how men consume cosmetics, and their sensitivity to late trends, depending on demographics and cultural factors. The four selected trends this paper focuses on are "clean beauty", "body friendly" products, unisex cosmetics and cosmetics routines. In order research these topics, a quantitative study was conducted among 68 respondents in August 2020 through an online survey, presenting the four trends listed above and measuring demographics and cultural variables. The results lead to the conclusions that men who consume the most cosmetics are more likely to be young, in a relationship, in superior socio-professional categories, with a low level of the "uncertainty avoidance" cultural dimension (UAI). They mostly buy functional cosmetics, haircare and deodorants in drugstores and supermarkets. Young men in superior socio-professional categories and in a relationship, who score low on the "masculinity" cultural dimension (MAS) and high on UAI are the most likely to buy clean beauty cosmetics. Young men in superior socio-professional categories and in a relationship, who score low on MAS and UAI are the most likely to buy body friendly cosmetics. Younger men are more likely to buy unisex products. Finally, men in superior socio-professional categories are more likely to buy cosmetics routines. Overall, respondents are willing to pay more for cosmetics products which are "clean" and "beauty friendly".
520 $a A industria de cosmeticos evoluiu muito nos ultimos anos e os homens estao consumindo cada vez mais produtos cosmeticos. O objetivo deste artigo e fornecer a marcas e varejistas a compreensao de como os homens consomem cosmeticos e sua sensibilidade as ultimas tendencias, dependendo da demografia e de fatores culturais. As quatro tendencias selecionadas nas quais este artigo se concentra sao "clean beauty", produtos "body friendly", cosmeticos unissex e rotinas de cosmeticos. Para pesquisar esses topicos, foi realizado um estudo quantitativo com 68 respondentes em agosto de 2020 por meio de uma pesquisa online, apresentando as quatro tendencias listadas acima e medindo variaveis demograficas e culturais. Os resultados levam a conclusao de que os homens que mais consomem cosmeticos tem maior probabilidade de serem jovens, em um relacionamento, em categorias socioprofissionais superiores, com baixo nivel da dimensao cultural "evitacao da incerteza" (UAI). Eles compram principalmente cosmeticos funcionais, cuidados com os cabelos e desodorantes em drogarias e supermercados. Homens jovens em categorias socio-profissionais superiores e em relacionamento, com pontuacao baixa na dimensao cultural de "masculinidade" (MAS) e alta na UAI sao os mais propensos a comprar cosmeticos "clean". Homens jovens em categorias socio-profissionais superiores e em um relacionamento, com pontuacao baixa em MAS e UAI, sao os mais propensos a comprar cosmeticos adequados ao corpo. Homens mais jovens sao mais propensos a comprar produtos unissex. Finalmente, os homens em categorias socioprofissionais superiores sao mais propensos a comprar rotinas de cosmeticos. No geral, os entrevistados estao dispostos a pagar mais por produtos cosmeticos "clean" e "body friendly".
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710 2 $a ISCTE - Instituto Universitario de Lisboa (Portugal). $e degree granting institution. $3 3767626
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