Men’s Beauty: Evolving Attitudes and Fresh Insights

Revisit our on demand webinar for a deep dive into evolving attitudes and behaviors related to male grooming, skincare and cosmetic usage.

The author(s)

  • Kristy Click SVP, Senior Client Officer, Client Org USA
  • Carlos Aragon VP, US Channel Performance
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Recent Ipsos research has found that:

  • Younger men are more open to wearing cosmetics and more comfortable publicizing the fact; 
  • While older men are concerned about “looking old,” they’re reluctant to let anyone know they might consider cosmetics;
  • Across the board, men prefer to purchase skincare/cosmetics products from “men’s brands” rather than “women’s brands.” 

Revisit our on demand webinar for a deep dive into evolving attitudes and behaviors related to male grooming, skincare and cosmetic usage. We explore both a historical overview of how male grooming evolved and highlight generational differences that exist in their routines and regimen. We also discuss the role and influence of women in the purchase decision making process. But most importantly, we share the outcome of our advanced analytics identifying what will predict purchase behavior in male personal grooming categories.


Today’s AI-generated audio transcript is offered below. Apologies in advance for inconsistencies that have been included.

0:03

Thank you for joining us for today's Ipsos webinar, featuring research insights on the evolving men's beauty industry. Today's webinar is being presented by Kristy Click, and Carlos Aragon, and you can read more about them on the slide in front of you.

0:21

Throughout today's session, you will remain in listen only mode, however, throughout the webinar, you may submit questions online using the Q and A feature.

0:32

Time permitting, we'll answer questions at the end of today's session. However, if time runs short, then your question will be answered by e-mail.

0:42

I also encourage you to check out the handouts we've uploaded into the webinar console.

0:49

Now today's webinar is also being recorded, and will be directly e-mailed to you.

0:56

So without further ado, it is my pleasure to introduce today's first speaker, Carlos Aragon, Vice President with ... Channel Performance Team. Carlos, you have the floor.

1:11

Thank you.

1:13

Good morning, everybody.

1:14

So today we're going to be talking a little bit about the things that Ipsos has learned to date about skincare, glooming, beauty and cosmetic habits. Specifically.

1:27

We're going to dive into attitudes, motivations.

1:32

Start with a little bit of history and then dive into a discussion of how you can help break the hearts.

1:38

And more importantly, the wallet of male buyers and to work with partners.

1:45

So, if we look back at history, uh, it's important to remember that the way that makeup cosmetics didn't skincare are perceived by men in 20 22 is not the way.

2:00

It has always been going way back to the ancient Egyptians, and even the Greeks makeup, was used for both religious and practical purpose.

2:10

Um, pose, were, you were, were a male article of clothing in the late Middle Ages and Early Renaissance.

2:20

Then you get into the 20th Century, where you have the razor, the safety razor, and other items that are.

2:30

You get into 2022, and we now have sort of a back to the future approach where there are male brand ambassadors for mainstream brands like cover.

2:43

And one of the interesting things that we're seeing here in 20 22 is increasing interactions with and promotions of.

2:51

Then skincare and beauty.

2:54

Not only from social influencers or models, but professional athletes, musicians, people that you may not expect to be doing this.

3:09

Christie Overview.

3:10

Thanks, Carlos. Good afternoon, everybody. Delighted to be here today, And I'm sure you're wondering, who has the full social interactions? While we dug into our ... dataset to discover who has generated more than a million interactions in the past 12 months. And so we actually got under the hood on this one.

3:29

And what we learned is that Jackson Wong, Hong Kong rapper, was part of the got seven band, actually was interviewed by GQ in March of 2022.

3:40

And he talks about his skin care regimen, which I know all of you are interested, to really understand what he does fairly simple, except for those days when he's in a shoot. And on those days, he's actually using primer. But, mostly, he goes out with moisturizer and loads of SPF that's this morning routine. As you can imagine, he also has an evening ritual, you moisturizes. But then, again, he realizes a mask is going to do his skin much better. And so, he takes the time to actually do that. So, as we progress today, moving to the next slide, what we want to do for you is unveil some really enlightening data from our February 2022 survey that we conducted among 500 meals. Will be providing perspective on motivations and attitudes, and perceptions across the generations, which I think will be incredibly illuminating for you. We will showcase for you what really matters, and we'll get into the minds of men very shortly.

4:40

Over to you, Carlos.

4:42

Yes, so, when we're talking about the study that we did, and male attitudes towards beauty skincare.

4:52

Just to sort of set the stage, the study that we did was, among heterosexual men.

4:59

We wanted to understand, what's, what heterosexual men were thinking about when it came to skincare and cosmetics.

5:06

And what we learned very quickly was, men are still pretty reluctant to talk about beauty.

5:16

There are some shifts in attitude where we see men under 35 who are far more comfortable talking about it than older men.

5:25

Uh, but it's still, it's still a touchy subject.

5:30

When we talk about skincare or rooming, however, attitudes are more open.

5:38

The other thing that was sort of an interesting takeaway that was that there were some pretty, pretty meaningful differences by ethnicity and race.

5:47

We just grouped the data into Caucasian and non caucasian, and what we saw was a pretty stark difference in the non Caucasian audiences higher propensity higher comfort level and higher willingness to talk about skincare grooming and use these products than Caucasians.

6:07

We don't really have a hypothesis for way that maybe they wouldn't be willing to stand behind, but it was an interesting takeaway.

6:16

A couple of other really interesting things, We learn, men under 35 are much more likely to be current users.

6:24

I think it was 3 to 1, compared to men over 50, Um, whereas men over 50, they're not currently using.

6:32

But, as they get older, they start to realize, OK, maybe I do need to think about taking care of my skin in their willingness to use.

6:41

It does seem to be increase.

6:48

I had mentioned that we are going to get into the minds of men, and there were two open-ended questions, which we filled it in our survey research. one was related to, what are the benefits that men see an adding products to their routine and their regimen, and then also we ask some questions around concerns and barriers. And so what we've done is a thematic analysis to help you really with understanding what's important to men in the category, and how you could actually engage with them successfully in order to convert them. If you are sitting there thinking about, I have a brain to market to men, how do I go about doing that? So, overarching theme for men under 35, hands down across the verbatim that we analyzed, is that they are seeking better looking skin. And why is that? Because, largely, they are externally focused, so I'm going to take you through three different learnings, and then also, at the same time, talk to you about solutions to address those various benefits.

7:46

So the first benefit mentioned by many men, is, make my skin and body look better. And help me to make it feel more comfortable. But what they talked about is they're not easily able to navigate the landscape that exists right now. So guide them, Help them to get to the product that's going to work best for them. And also, importantly, many of the younger guys talked about concerns that they have about the side effects and the harm to their skin. They want actually to know what those ingredients are because they're concerned about breakouts that concerned about harshness. They're concerned about harm, allergic reactions.

8:23

And so in communication to them, you know, be certain to acknowledge, in fact, if you have those ingredients that are going to address some of these concerns that they've raised.

8:33

The second big learning, big theme is better appearance for my significant other, and also to appear more professional in the workplace. But it was really interesting. There were so many different guys who are saying like, If my girlfriend told me to buy it, I would buy it. And so it'll recognize that there are influencers beyond the males who are contributing to that purchase decision making process. As a matter of fact, I worked on male brands at P&G for many years. And we wouldn't only talk to men. We absolutely would speak with their significant others because we knew that those significant others were either influencing the men to buy certain products, are actually buying the products for the gentlemen themselves.

9:17

The last, the third bullet here, is, and key learning, guys, really want that clear skin. They want to look better because they don't want to be offensive to others. And relieve. Yeah, there are a number of men who are out there, searching, researching, looking for tutorials, looking for setup tips, And lo and behold, you find a number of different brands, actually, who are only really still catering to the FEMA. In those apps that exist to help them with understanding what's best for them. Also, want to just take a moment to mention, we have a behavioral data group, and we run passive behavioral measurement research, where basically, there's an app on a device, your laptop, your mobile phone, and we're able to look at all of the searches that meant.

10:02

Let's say it was a really interesting exercise to analyze everything, All the intimacy of how they interact with their devices. But what we did discover, especially, what I want to reinforce here for the men under 35, is, when they are searching, they are searching for very specific ingredients. And so that's something that you'll want to keep in mind.

10:25

Listen to, Chris.

10:28

Yeah, I think the other thing, too, that I would say is, the reason that I think a lot of these guys are searching online, they don't exactly have peers or role models.

10:38

They can go to, say, Hey, how do I do this?

10:41

Whereas, you know, women learn how to use makeup from their friends, from their mothers and other family members.

10:49

Guys, generally speaking, don't.

10:51

And so they're, they're using the tools that are available by and large is the Internet to learn these things.

10:59

That's very true. We've found that actually, in a variety of different places, new market entry, recognizing that you might not have seniors who have been through this, who can talk to you about, you know, how to navigate product usage, And so role models. Influencers are really important.

11:19

All right. So you can click to the next slide, Carlos.

11:22

So there was one quote that I really wanted to bring forward and share with you, because I'm sure you're wondering what's relevant here.

11:31

You know, is it relevant that this product is something that is use by men and women, men alone, neutral, doesn't matter. But many of the guys, especially the 18 to 34 year olds, did mention that they wouldn't want to add any traditionally feminine products to their routines, necessarily. I also saw, we have a, What the Future identity magazine, and we had, Bill did some research for that particular magazine among 1400 males.

12:00

And what we learned is 45% of men are open to purchasing cosmetics, 75% of older men actually are opening open to purchasing skincare products.

12:11

And what we were able to diagnose is actually about half of those who are cosmetic buyers, and 54% of those who are skin care buyers, do want a product designed for men. So I think it's important that as you're considering the totality of the proposition, that you'll be marketing to men. That really the male bias is one that you should be leaning into.

12:39

Alright, so let's pivot now. Actually, if we can advance to men ages 50 plus, again, you know, think about the verbatim that we were fortunate to have to analyze what's really important to these men. What are the benefits that they're seeking? And I'm going to go clockwise here first. Not unexpectedly, the men 50, 1 plus, want to keep their face looking younger, keep it from drying out.

13:01

It makes them feel better about themselves, That self care is something that is shown to others. And then professionally and personally helped me to look sharp, helped me to sell the image that I really want to sell.

13:14

And then importantly, this group is very focused on healthy skin. So keep it healthy as long as possible. And lastly, the key theme which emerged was around vitality to the skin longevity. There's a realization that the elements can be very harsh to skin, and so there is interest in really using products to help them to address these needs.

13:36

We also, though, dug in to understand what barriers exist among this older demographic. And what we know to be true is that they, they mention, and think about the point that we were just making. They don't have a lot of history with this necessarily, so they're thinking, this is adding a lot of time, and so the payoff has to be there. It's adding a lot of cost, so value proposition is going to be really important. And just to reinforce the point, again, you know, a masculine product is actually something that, especially this demographic is going to be more interested in.

14:09

Carlos, anything to add?

14:11

Yeah, I think I would add, you know, men over 50 are often married or have partners.

14:18

They have daughters, sisters, et cetera.

14:22

They're all very likely to weigh in on the decision of whether the guy buys skin care products, cosmetics, whatever, and they may even have a role in helping him understand how to.

14:35

So, I think we've referenced this earlier, but it's important to keep in mind that it's not just a female decision. It's not just a male decision for men over 50.

14:45

There's a pretty good chance that it's a joint decision.

14:49

That is a really great point. Thanks. Thanks so much for embellishing perspective on the older demographic.

14:56

Alright, so let's pivot a bit. Now, I was sharing a deep dive into the verbatim from our survey data. And now, actually, what we wanted to do was share with you an assessment that we've done using Google Trends, and looking at search data over time. What we're showcasing here is actually that the interests over time has more than doubled, the searches for men, skincare, males, skin care, have actually increased. We've also looked at our Cynthia ... Volume or the online Conversations. And what we see is that has increased as, well. I wanted to kind of hone in on like three months, for the recency effect, and we, in fact, you know, continue to see an increase here.

15:38

To the right, what we are showcasing is very specifically men's cosmetic related conversations have garnered more than 10 million interactions. This is a really hot topic.

15:51

And I'm sure you're wondering, especially since we have mentioned several times that men and women are both involved in this purchase decision making, who's really having this conversation about male beauty products? So if Carlos would flip to the next slide, I'm going to do this now, and I'll draw your attention to the pie chart on the right side.

16:12

So both men and women are actually contributing to the conversation, but as you can see, almost 6 and 10 women are actually the ones who are having the conversation about men's beauty products. Men's usage. What I, what I'm featuring here is a review, which I thought really embody, got a message that we wanted to deliver to you. Which, this is an Amazon review by a wife, who's purchase this product for her husband. He's starting to talk about the wrinkles that he's getting. And she is concerned for him. And especially because he's saying, oh, no, it's very weird using these products. And I don't want to use a product that has an early smelled necessarily. And so, you know, he's really, and she's really searching for something that's going to help him deal with the problem at hand. And we're going to be speaking to you later about, really, how you communicate effectively, especially to appeal to a demographic where ultimately, the woman is hearing from the man, what the problems are that need to be solved.

17:14

So, we need to ensure that there is Chris communication about the benefit language, that appeals, both to the men and the women, since they are both involved in the purchase decision process.

17:27

All right. Carlos, over to you are so kind of continuing the online conversation.

17:36

from this ...

17:37

data, We pull this back in March and it was was looking at a 12 month period, so April of last year through late March of 2022.

17:47

Um, the tone is sort of the general context of how men are talking about women, how people are talking about men's cosmetics, male skincare, etcetera.

18:00

The general term skewed neutral deposits, there were still about one in five that were pretty negative.

18:07

But in general, it was, it was mostly around how do I do this. You know, this is a great idea. Attitudes either, change things.

18:16

The other thing, sort of reinforcing the point that we made earlier.

18:21

A lot of the, a lot of the topics around ... products and skin care.

18:27

It's about like, you know, men wanting to look, then wanting to be more attractive, better skin, better looking skin. one of the things that we sort of knocked around and not sure that we landed on a final decision was, what is the role of the Zoom, teams? Skype?

18:47

You know, these different apps that we're all using when you work remote.

18:51

How much of a factors.

18:55

But it was, it was an interesting conversation nonetheless.

18:58

Um, again, from the ... data that we pulled, there is a lot of conversations happening around skincare makeup, even plastic surgery normalizing the concept of plastic surgery for men.

19:12

You know, get get payslips and then get Botox.

19:16

It's I think it used to be somewhat taboo. It is much less so in 20 22.

19:25

And then kind of moving onto the negative side so there were there were some really interesting takes on specific people Alex Rodriguez in 20 19, 2020. If you remember exactly when launched a Blur stick to it is essentially sort of a blemish cream.

19:47

The reaction to that was not super positive.

19:53

Men and women tended to dislike the concept. Now, did they dislike it because it Alex Rodriguez? Or did they like dislike it? Because of the product? I would tend to say that's an Alex Rodriguez specific thing.

20:10

Certainly, the comments that we saw, um, tended to skew in that direction.

20:16

Conversely, when we look at, you know, Asian Chorion, even Chinese conversations around men's beauty, particularly with BTS and number of other Cape orders, the reaction is a lot more positive.

20:32

In Korea, specifically, in other parts of Asia, the attitude toward men makeup or concealer things that will enhance their appearance.

20:42

It's far more positive, far more welcoming.

20:49

Kristi, before I dive into the last slide, any any thoughts from you are here?

20:54

Yeah, I think that I would just advise social has been so illuminating and it is easily accessible to people that they really ought to ensure, that they're tapping into this call, on steroids, you know, to look at who are the celebrities? Who are the influencers? What are people saying? We can do digital personas, which help us to understand who that male target actually is, and what does lifestyle is, what's relevant. So, recognize, you know, the context around the males and really go go into the social environment, because we know people are talking about this conversation.

21:39

All right, so I'll leave you with one other point which is, you know, if you are a man who came of age in the sixties, seventies, eighties, maybe even the early nineties this this was a pretty stereotypical image of what masculinity is, right? The Marlboro, man.

21:59

Cowboys.

21:59

You know you're supposed to be rugged and and whatnot.

22:04

So, given that this is what we all experienced, growing up in the seventies, eighties.

22:12

And before.

22:13

Nice.

22:14

surprise that men over 50 year struggling somewhat with with beauty skincare products.

22:23

And I would, I would add that even for younger men, you know, who didn't necessarily grow up with this image, language is really important.

22:31

What we saw from our research, what we see from the online conversations, is that grooming, beard, care, skin, care, hair care, things like that.

22:43

Absolutely. Everybody recognizes how important they are and there is generally positive response.

22:49

But when you move it over into beauty or makeup or cosmetics, that's where you start getting pushback.

22:57

And you get men and women who are saying, know, men who wear makeup or not masculine and things like that isn't true as they get a change. We will see. But I would say that, at least for now.

23:11

Um, this is, this is something just to keep in mind.

23:16

You want to chime in on this one, because, you know, we're sharing a lot of perspective from the US Marketplace. But what we know to be true is China's in a very different place, crews in a very different place. In fact, you know, there's just been a recent surge in China. Where, you know, women, 18 to 34 nudging their men to wear makeup, frankly, because, you know, they want their men to look their best. And then they're not shy about that. So, you know, I think the other point that we wanted to make sure that we really communicated is we've largely been US centric on this, but patterns are different outside of the US, especially for skin care and cosmetics in a marketplace like China.

23:59

Yeah, Great Point Cristi.

24:01

So, I'm going to, you know, Christy and I have have shared a lot of information up to this point.

24:08

There's a lot of a lot of good and bad attitudes towards skincare and its beauty.

24:16

I'm going to just play a short video for you that sort of summarizes in 60, 70, NaN.

24:23

What we're thinking, and maybe you'll get a quick laugh about it.

26:04

All right. So, hopefully, you all got a little bit of a laugh out of that.

26:06

I think it's summarized for Christy and I exactly what we were, what we found so humerus about this topic, because men are not simple.

26:20

You know, we, we recognize the importance of looking good and taking care of our skin, but there are a lot of, there are a lot of obstacles to it as well.

26:29

So, we're going to conclude with kristy's, kicking off the topic about how brands breakthrough, and how do we, how do we get through to men and women? But?

26:42

Skincare and cosmetic products acquisti over to you Alright, thanks, Carlos. So, we actually connected with our experts in the Behavioral Science Center of Excellence to provide some perspective for you on how to drive habit adoption. I wouldn't say you should go so far as doing the fluid in a beer can, or blush in a gun, necessarily, but I do want to provide some perspective on what we know to be true from a behavioral science standpoint, on what drives adoption. We would advise that you're focused on the job to be done, So if you have not undertaken any job to be done work yet, that's something that we would ask you to, you know, very seriously consider.

27:25

And the reason for that is, what we know is that goal orientation, especially with guys goal oriented approach, in naming your products, identifying the benefit language, is actually going to help set you up for success, Or driving those habits, conversion adoption, and, hopefully, loyalty to your product, as well.

27:47

And now, Carlos.

27:49

Yeah. And, you know, we showed some of the products on the previous slide. O'keeffe's and a few other things.

27:57

Not non traditional channels might actually be a really good way to go.

28:02

So, Home Depot, Lowe's, Dick's Sporting Goods, Cabela's, places like that have some really interesting brands.

28:11

And some really interesting products that do seem to focus on, um, the jobs write, the things that they are intended to do.

28:21

They are, they are not being marketed currently as beauty products, but it is skincare for Chapped lips.

28:28

Cracked hands, very, very job focus.

28:33

And some of them, you know, I was laughing a little bit at some of them, some of them actually pretty interesting, silly names. But, you know, I almost feel like you gotta take this a little bit with a sense of humor, right.

28:48

Guys, you guys are not entirely comfortable with beauty products and skincare.

28:53

So, know, what did he take it super seriously? Maybe that's not the greatest approach. The other thing?

29:01

You know, forget Home Depot Lowe's and any in store but online.

29:06

Know, especially with Coben, the growth of e-commerce was was pretty fantastic.

29:12

And the thing that an online channel offers is privacy.

29:17

It allows men, especially men, over 50, who are showing the most significant amount of discomfort with this particular product.

29:26

To buy things, to learn about things online, where there were at least eight, they perceive themselves to be anonymous, and I think that's a really important factor to consider. You're going to have a much more difficult time convincing a 55 year old to go into a support.

29:43

Then you are convincing them to go to a website, Amazon or War Painter, one of these. These websites sells these products.

29:56

I mentioned this before. I'll sort of reinforce it.

30:00

Gen X, Boomers, even even millennials and Gen Z don't really have role models in the use of skincare and cosmetics.

30:12

So anything that any brand is doing to sell these products requires an element of education.

30:18

It's not just enough to to sell it, but you have to show people how to use it, and that is something that I think a lot of brands have already recognized or are doing. When you go onto Amazon, for example.

30:31

There are a fair number of videos where for these men's products, where they're demonstrating, this is how you use face wash.

30:40

This is how you use, um, daily moisturizer, this is, When you do it, this is how much to apply. All those things are going to be it.

30:48

Cristi anything else?

30:49

Yeah, I just want to reinforce, if if you have not done and assess the landscape of brands that are showing up on Amazon selling their wares, that's really where you need to start.

31:01

You need to diagnose exactly how they're engaging, the language that they're using, and what the educational materials are, because there are some really smart brands, you know, that understand this insight. And so, you can be inspired from them, and then, also, optimize and understand how to engage in an e-commerce environment.

31:24

All right. Actually, on this topic, I do want to reinforce for you from our passive behavioral measurement.

31:31

In fact, we know that then women are searching in Amazon as they do Google searches. They're doing un branded searches within the Amazon and environment and trying to find information to help them navigate to find the best products that meet their personal needs. And so I wanted to bring to your attention, also, you know, what we know to be true is There is a sea of sameness. You know, we've seen this in the store, bricks and mortar, but we're seeing a sea of sameness, also in the Amazon environment.

32:04

So consider the language colors that can enable you to differentiate and also really thoughtfully consider naming because ultimately they're scanning those products really quickly. And they need to understand, you know, what is that product going to deliver? Be straightforward with your language. Recognize also that beauty is not necessarily something that they want to hear. You know, not that we've got guys guys running around. You know, there's definitely an evolution that's happening happening, and there is openness, but do you find inspiration, from looking at the very specific benefits that are transformed into names, that make it very easy for someone to say, OK, I want anti-aging. I get anti-aging with that particular proposition.

32:57

Carlos, did you want to add anything other than, like, you know, man's scar is probably not what you would suggest that beyond the shelter?

33:04

I generally agree with, with everything you said, I think the other thing I would add is, even though it kinda gets laughed at today, to some degree, ax body spray got that name, know, people did the research, they tested it and, you know, somebody realized that if you name the product X, X, Z, you're up to an ax.

33:28

That's going to be more appealing to young men that if you name it, chapter a flower, so, you know, the, the SNL video was pretty silly, but it's it's not completely off base.

33:42

These things are going through guys, heads in their thinking about these things, even if they don't necessarily.

33:49

Oh, it's funny, I remember years back, actually, when I was responsible for the old spice business and we would have calls with guys and they would talk about it very analytical. And they would talk about devices or tools, you know, like, what tools they would have in their toolkit, basically, and their grooming kit, right? So, it's not terribly bizarre blush, and a gun. Well maybe that's a little bit stretching. You know, but think in terms of different ways that tools are showing up and that and if you want to drive masculinity as a message and the narrative, you know, I've walked many stores.

34:26

In fact, years ago, also, when we're looking at some of the early refills packaging for different products, we went to the auto zone and we walk the store to look at, you know, the shapes of bottles and the oil products. And so, you know, really think out of the box, think of the extreme here. And, and also to that end, would certainly suggest there are men who have embraced cosmetics when you're planning your qualitative, Reach out to them. You know, that's what you want to talk to, some of your extreme users. So in summing up today, how to win and how do we win with this male beauty shopper? Well, of course it's very important that one message does not fit all. And so we're going to talk to you about the highlights as it breaks down into the younger demographic and the older demographic.

35:12

For the younger demographic, as we mentioned, he's interested in enhancing his physical appearance very external directed, but also keep in mind, he wants that reassurance that your product is not going to harm his skin.

35:26

And as we've seen, they're very interested in ingredients to so that ingredient story I'm bringing that forward is something that will serve you well in your marketing collateral.

35:36

And then for older men very much interested in the healthy skin element here. And longevity and vitality that should also be considered as part of your communication.

35:48

But interestingly, from the barrier insight that we were able to bring forward there was this element of O, they think it may be time consuming. They're not accustomed to this. They don't have the experience, you know, from their fathers necessarily, using these products. And so, you know, break it down for them, show them the ways and step by step in the process, but also, you know, like, where it could be easily integrated into their routine. Think in terms of, from a behavioral science standpoint, habit formation happens with various cues that can lead to rewards. And so really embrace the ability to tap into those natural tendencies that, that men may have thinking about certain products that can queue them up to realizing that certain products will provide benefits to them.

36:36

And then, lastly, Woo e-comm as King? Of course, I mean, it's been interesting for me. I've been in the industry several years, I've been monitoring e-comm for the beauty and grooming category, and I recall the, when, it was very young. And, you know, we would talk to you guys about what, why they might be using the e-comm environment, even though they hadn't yet. And it was, this an annuity, this privacy, I wouldn't be caught dead in a store, buying some of these products. Well, that all goes away in an e-comm environment. So, you really should be thinking about being digital first, embrace what we shared with you regarding, don't necessarily call it beauty or cosmetics. And lastly, focused on the job to be done, Clay Christianson and team and as many books on jobs to be done. that you may have read and been inspired by put it into practice. It will serve you well.

37:28

So, Carlos, any, any recap from a, from a dude perspective?

37:33

Yeah. I mean, I think you summed it up pretty well.

37:36

I'll sort of reinforce the point about focusing on the jobs to be done, there are a lot of products, that have you, beauty, bomb, and mascara, moisturizer, blushed, etcetera.

37:51

Those are the names that everybody's familiar with.

37:53

I have seen products on the market, and I can't remember which one it is, but, I pointed.

37:58

Went out to you the other day And said this is, this is, you know, concealer. It has a different name but it is concealer.

38:05

And it was marketed for men.

38:06

And I can't remember off the top of my head what it is, but it was a really interesting pivot in avoiding avoiding the terms that are potentially going to make men uncomfortable. Just describing this is what it does.

38:21

It's super simple.

38:24

I think that's the only thing I wanted to books.

38:29

All right. Very cool. So, Carlos, we've got a few questions here. So this first one, I'm going to direct to you.

38:37

And the question is, what should current makeup brands do to be more successful?

38:48

I think we kind of answered it, frankly with this, with this last section.

38:52

I think, you know, if you try him, If you try and markets for all to beauty to men for Men, for men.

39:04

There's, there's going to be some success, right, but it's going to be limited, because they're still very much perceived as women's brandes, beauty products, things of that sort.

39:16

I think what I have seen, you know, anecdotally and certainly in the in the data as well is that you kind of have to make a break and pivot over to a, a more masculine brandi masculine set of products.

39:33

So you know as opposed to ultra for men you know maybe you just have a different line of products or.

39:42

Yeah, I think that's probably the best way to do it, you know?

39:47

The beauty brands know how to produce these products.

39:50

It's just a matter of branding and pitching them slightly different.

39:56

I don't know, any, any thoughts from from you?

39:59

I, I think that's great. I've actually got another a few more questions coming in, so I'm gonna read the next question here, this next one is around the beside principles are really interesting. Do you have any more perspective to share on males and how we can leverage B Psi? And so, the other principle that I would share is the power of social proof.

40:22

So, we know that there is comfort in the greater collective. And so, you know, guys, not sure, not sure whether or not they should be navigating this space, If they see others actually navigating this space, their decision to do so will be actually validated by others. So think in terms of anytime you've been searching for a nightclub, and, you know, where do you wanna go? Where the long lines are, or the restaurant that has the longest line. Yeah, we're willing to wait, how long, you know, just because we know, Oh, I want that third missing out.

40:54

And so, to the degree that you consider not just having one spokesperson to you know to represent your brand, but rather think in terms of putting men in context with others. And really driving home the social proof, I think that that could actually be a really great beside principle that you can own and lean into as your secret weapon.

41:17

So, I've got another question here. If men are uncomfortable wearing makeup, what should retailers do? How do they reach out to that particular audience?

41:31

Yeah, I mean, Christie, I think, I think we know that we've seen the research and are willing to accept men or women.

41:40

And men are uncomfortable admitting publicly that they're willing to wear makeup with you.

41:46

It's just we struggle with it.

41:49

Um, so, you know, don't, I guess my answer would be don't force the issue. Right.

41:55

Instead of trying to convince men to wear makeup where skincare products were moisturizing, right? Those don't have the same.

42:05

The same men don't have the same hangups towards moisturizer that they do towards me.

42:10

Even if the products are nearly identical, the fact that they use different names in different terms means that the barrier to entries are lower or you know, moisturizer or skincare, I think that's, that would be my takeaway.

42:26

Do you have any perspective, just care actually on hair care or hair appliance tools? This is another question that has come from the chat box here.

42:38

Um, I mean, for myself, like, And I think this is something we talked about before, Men tend to be very efficient.

42:46

My wife has separate shampoo and conditioner, and other products that go to her hair.

42:53

I have an old one.

42:55

I don't want to use conditioner.

42:57

I don't want to use my son has body wash, right?

43:01

He's got the same, Effectively the same soap bodies open in here.

43:06

So, I still use a bar.

43:08

Um, so I think that's probably something to keep in mind when we're talking about, man, and we talked about efficiency.

43:16

Keeping thin.

43:17

Simple. The same thing is true for any skincare products.

43:20

You know, most guys are not yet ready to take 15, 20 minutes out of their morning routine, to do you know, 6, 7, 8 different steps in skincare.

43:32

But you know what? We'll put moisture is or interface will use a spray, because it's easy. It's quick, and we know that it's good for our skin.

43:41

Carlos, we have a question. It's interesting, so far, are interested in more information about the sample, who were the men that we actually surveyed. And I will say, and I'll let you talk more about the survey, since your team executed, that out of the Channel Performance Group. But we do have a point of View Paper, which we have uploaded to the webinar site. And we do have some more information about the sample in that particular source, as well.

44:09

But, is there anything more you can add right now? Yeah.

44:13

I mean, super quick, it was 500 heterosexual men, 18 to 65 gen pop. So we balanced the sample to make sure that it was representative of the age, distribution and geography of the US.

44:30

And for the, for the final survey, they were also men who were at least open two using skincare grooming and similar types of problems.

44:42

So we, we excluded the men who just said, Absolutely not, which, like at the end of the day, end up being third of the audience in total.

44:54

So when, when we're talking about the survey data, we're already talking about guys who are at least neutral.

45:00

I do not.

45:05

Great.

45:06

Thank you so much. Actually, that was the last question that we have and should anybody have further questions, post today's session or have interest in speaking with Carlos and myself about this webinar in general? We're more than happy to engage with you. Feel free to reach out to us first name last name at Ipsos ... dot com. Hope you enjoyed today's webinar. I hope it was enriching, enlightening. And I imagine if you are marketing a male brand to, then you're probably going to be heading to Amazon soon to do a little bit of research, but I hope this was inspiring. And thank you very much for the opportunity to showcase our learnings today.

The author(s)

  • Kristy Click SVP, Senior Client Officer, Client Org USA
  • Carlos Aragon VP, US Channel Performance

Customer Experience