Men & Cosmetics: A Problem of Consumer Understanding? : Perception of French Consumers about male cosmetics

Sammanfattning: Background: The cosmetics industry has historically been associated with women, and much research has focused on them. However, the male cosmetics market has been growing rapidly for several years around the world. Nevertheless, little attention has been paid to men and their new way of life and consumption. France, which is the world’s leading exporter of cosmetic products, is struggling to convince its domestic market. Even though many forecasts predicted the French market to be one of the most dynamic and fastest-growing markets in the world, the lack of attention in the literature regarding the behavior of French male consumers motivated us to carry out a study designed to identify and understand the potential reasons that could explain the delay in the development of the cosmetics market. Purpose: The objective of this study is to understand the behavior of male consumers in France towards cosmetic products. We observed their perceptions of concepts of masculinity, what it means to be a man, body image, self-concept, and perception of brands present in the French market. This study responds to the need of the literature in which attention to the behaviors and attitudes of men consuming cosmetic products has been poorly studied despite the rapid growth of these markets worldwide. The phenomenon of grooming among men in France is still poorly understood. Method: We studied the behavior of French male consumers based on the Consumer Decision-making Process (CDP) model and its phases: problem recognition, information search, evaluation of alternatives, purchase decision and post-purchase evaluation. We followed a qualitative methodology and conducted 12 in-depth semi-structured interviews with French male consumers of cosmetic products aged between 20 to 25 years. We used a non-random sampling method to select participants with experience with cosmetic products from our personal networks. Under an interpretivism paradigm, the results were analyzed using thematic qualitative data analysis to discover new emerging themes in the French socio-cultural context. Findings: The results show that our participants encounter difficulties in defining their conceptions of masculinity and manhood, and openly criticize the traditional masculine stereotypes in French society and the consequences they have on relationships with others. As a result, they do not recognize themselves in the brand images and promotional campaigns of major cosmetic brands because they are considered too traditional and stereotypical. Moreover, the respondents say they are exclusively interested in their personal well-being, which implies that they buy cosmetic products to meet physiological needs, without worrying about aesthetic considerations imposed by others. We also observed that our participants do not use online distribution channels because they are concerned about the human relationship of physical outlets. The men we interviewed have great confidence in the cosmetic products recommended by health professionals. Therefore, they usually buy their products in pharmacies or parapharmacy, and more generally in supermarkets for classic products for accessibility reasons. The quality and effectiveness of cosmetic products are at the heart of the participants’ concerns. This study contributes to the understanding of male cosmetic consumer behavior, which may be useful for marketers wishing to adjust their strategies based on our empirical observations.