According to the Beiersdorf AG’s study, it is not obligatory. But a majority of men sure that they should be attractive and well groomed. And all women could agree with this statement.
In order to know how male consumers use products and what they expect of them Beiersdorf AG that “made” this market, launching its
Nivea’s first face care product for men in 1986, held its study among men from Germany, France, Russia, China, and the USA. Up to 800 men aged between 18 and 50 were polled in each country. Participants in Russia were from urban cities such as Moscow and St. Petersburg, while those in China were from Beijing and Shanghai.
It was found that male grooming is not an end in itself, but is always motivated by work or social situations, in contrast to the situation with women. 9 of 10 men said they use at least one shaving, after shave or face care product but their accents were differ from country to country:
For instance, 65% of the French men and 46% of Germans believe that excessive sunbathing stresses the skin. So, they prefer to buy corresponding care products. This opinion is shared by only 15% of Russians. Also, more than 60% of French men and over 40% of Germans think that alcohol and nicotine impact the skin, while only 25% of Russians see this as a stressor.
40% of the French men and 40% of Germans use a moisturizing crème with only 20% of Russians having this habit. Indeed, Germans use crèmes more frequently than any others – about two times a day. According to Beiersdorf AG, 72% of Russians, 51% of French men and 22% of Germans use soap while face washing.
The common feature is that men expect an immediate effect. Especially at the beginning of the day, cremes, lotions, and balsams should have an invigorating and refreshing effect, leaving the skin feeling soft and pleasantly moist.
1. Male Emancipation in the Bathroom – the International Perspective (February, 2008)
