The global consumption of personal care and beauty products, from period 1990-2004 is on the rise at a constant rate. Experts and analysts attribute this fact to modern men who realize, simultaneous with fitness consciousness, the need to look good on their outward appearance, and that includes the skin, hair and nails.
The Industry
Indeed, the new concept of good grooming is taking itself on a higher level.
The rugged John Wayne days when men scrubbed their faces with deodorant soap and viewed gray hair and wrinkles as a badge of honor are slowly fading.
In 2005 international market analyst Euromonitor placed US men’s toiletries market such as hair color, skin moisturizer, and tooth whitener at USD3.6 billion.
Men’s Health Magazine reported a 1996 study of DYG Inc, a global trend research firm, saying 20% of American men get manicures and pedicures, 18% use skin treatments such as masks or mud packs, and 10% enjoy professional facials.
Psychology Today in its November 1996 issue reported a poll by Roper Starch Worldwide showing 6% of men actually use traditionally female products as bronzers and foundation to create the illusion of a youthful appearance.
And each year the number is even getting bigger.
Background
In the Philippines, an independent research team, the Marketing Research Exponent, was commissioned to conduct a study to provide vital information that affirms this trend in the local setting.
The research is particularly interested in the opinions of male consumers to identify wide range of product mix and services sold in common outlets and stores.
The research team used descriptive-survey approach utilizing survey questionnaire as the main instrument in gathering data.
It conducted informal interview and solicited other vital information that provided insights on the profile of Filipino male consumers.
Vanity, thy name is Man?
In an electronic survey conducted by the group, stunning figures are manifested affirming the ripeness of the Philippine market for these products.
99% of the respondents revealed that they (Filipino men) use shampoo, hair conditioners, hot oil products, facial cleansing creams, toners, facial moisturizers, body lotion, specialized soaps and other health products. In fact, 84% of them said they use such products as part of their daily routine while 9% and 7% use them only on social events and only as needed, respectively.
Significantly, 60% of these men directly purchase products for themselves which shows a healthy attitude towards the so-called "male vanity". 26%, however, said they requested others to purchase them for their own use. This figure manifests the persistent cultural macho image in the Philippines. But the study says that campaign and education will eventually solve this problem.
The study also shows the profile of the buying market: 54% are single male, while 44% are married. Meanwhile, 57% belongs to 18-30 years age bracket, 19% to 31-40 years old. Another 19% belongs to 41-50 years age, and the remaining 5% are 51 years old and above.
Discussion
In coming up with business that directly affects the male market, Euromonitor’s advice should be the guiding principle. "Men don’t know what they want until you give it to them. But the good thing is they are responding positively to any attempts to build relationship."
In the same manner, men’s brewing interest for personal grooming requires bold actions. Steps must be done in order to have a share of the experience of its strong sales growth.
This development spells good news to entrepreneurs who eye the beauty & toiletries sector. This is a segment that’s totally evolving before our eyes.
Amidst ‘Pretty Boy’ Mindset
In the Philippines, since the launch of new men’s grooming product ranges "led by Beiersdorf AGs Nivea brand", a previously uncharted territory of male lifestyle and vanity has been tapped making men major consumers since 2004.
But while it is undeniable that they are on the bloom, there is a corresponding downside to it all. And it is the lack of Filipino entrepreneurs’ interest to take a piece of the pie.
While we see multinational and known brands on the upswing in their respective charts even in our own territory, local counterparts are still adamant in their decisions to serve the needs of this market.
This is despite the fact among Asian men, Filipinos rank first in their openness in their embrace of good grooming habits and positive attitudes towards vanity.
The pretty boy mindset, as coined by Carole Sarthou, Managing Director of Synovate in the Philippines, among Filpinos is so strong and signals a powerful gist to some pretty good opportunities for marketers.
With 84% outranking other Asian counterparts, Filipinos’ regard to looks as so important and permeating in all their activities, make them the most suitable for these products.
It is hoped by Marketing Research Exponent that by discovering these facts and presenting them, people with entrepreneural inclination will open their mind to a host of possibilities, and will pave the way for the discovery of fortune in Philippine male vanity. (S)
The Industry
Indeed, the new concept of good grooming is taking itself on a higher level.
The rugged John Wayne days when men scrubbed their faces with deodorant soap and viewed gray hair and wrinkles as a badge of honor are slowly fading.
In 2005 international market analyst Euromonitor placed US men’s toiletries market such as hair color, skin moisturizer, and tooth whitener at USD3.6 billion.
Men’s Health Magazine reported a 1996 study of DYG Inc, a global trend research firm, saying 20% of American men get manicures and pedicures, 18% use skin treatments such as masks or mud packs, and 10% enjoy professional facials.
Psychology Today in its November 1996 issue reported a poll by Roper Starch Worldwide showing 6% of men actually use traditionally female products as bronzers and foundation to create the illusion of a youthful appearance.
And each year the number is even getting bigger.
Background
In the Philippines, an independent research team, the Marketing Research Exponent, was commissioned to conduct a study to provide vital information that affirms this trend in the local setting.
The research is particularly interested in the opinions of male consumers to identify wide range of product mix and services sold in common outlets and stores.
The research team used descriptive-survey approach utilizing survey questionnaire as the main instrument in gathering data.
It conducted informal interview and solicited other vital information that provided insights on the profile of Filipino male consumers.
Vanity, thy name is Man?
In an electronic survey conducted by the group, stunning figures are manifested affirming the ripeness of the Philippine market for these products.
99% of the respondents revealed that they (Filipino men) use shampoo, hair conditioners, hot oil products, facial cleansing creams, toners, facial moisturizers, body lotion, specialized soaps and other health products. In fact, 84% of them said they use such products as part of their daily routine while 9% and 7% use them only on social events and only as needed, respectively.
Significantly, 60% of these men directly purchase products for themselves which shows a healthy attitude towards the so-called "male vanity". 26%, however, said they requested others to purchase them for their own use. This figure manifests the persistent cultural macho image in the Philippines. But the study says that campaign and education will eventually solve this problem.
The study also shows the profile of the buying market: 54% are single male, while 44% are married. Meanwhile, 57% belongs to 18-30 years age bracket, 19% to 31-40 years old. Another 19% belongs to 41-50 years age, and the remaining 5% are 51 years old and above.
Discussion
In coming up with business that directly affects the male market, Euromonitor’s advice should be the guiding principle. "Men don’t know what they want until you give it to them. But the good thing is they are responding positively to any attempts to build relationship."
In the same manner, men’s brewing interest for personal grooming requires bold actions. Steps must be done in order to have a share of the experience of its strong sales growth.
This development spells good news to entrepreneurs who eye the beauty & toiletries sector. This is a segment that’s totally evolving before our eyes.
Amidst ‘Pretty Boy’ Mindset
In the Philippines, since the launch of new men’s grooming product ranges "led by Beiersdorf AGs Nivea brand", a previously uncharted territory of male lifestyle and vanity has been tapped making men major consumers since 2004.
But while it is undeniable that they are on the bloom, there is a corresponding downside to it all. And it is the lack of Filipino entrepreneurs’ interest to take a piece of the pie.
While we see multinational and known brands on the upswing in their respective charts even in our own territory, local counterparts are still adamant in their decisions to serve the needs of this market.
This is despite the fact among Asian men, Filipinos rank first in their openness in their embrace of good grooming habits and positive attitudes towards vanity.
The pretty boy mindset, as coined by Carole Sarthou, Managing Director of Synovate in the Philippines, among Filpinos is so strong and signals a powerful gist to some pretty good opportunities for marketers.
With 84% outranking other Asian counterparts, Filipinos’ regard to looks as so important and permeating in all their activities, make them the most suitable for these products.
It is hoped by Marketing Research Exponent that by discovering these facts and presenting them, people with entrepreneural inclination will open their mind to a host of possibilities, and will pave the way for the discovery of fortune in Philippine male vanity. (S)
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