Jaunais vīriešu skaistumkopšanas bizness: Tendences efekts vai vai patiesais nākotnes tirgus?

Abstract

This research highlights the development of the beauty male market in the world, we will focus on the developed countries where this specific market is omnipresent. In the 21st century, aesthetics takes a more important place in our society, and the man finds himself curiously at the heart of this trend. Moreover, his role becomes blurred because of the similarity of the sexes. The man then begins to invest territories that were until now unknown to him such as fashion and cosmetics. Today, the range of men's cosmetics is growing, and products are becoming increasingly diversified. It then becomes interesting to understand the reasons that led to this profound change in mentalities, and more specifically, those that led men to become interested in beauty products. The aim of this research is to analyze the context of the emergence of the new business of the male beauty market, the pillars on which the market is based and what are the strategies of the beauty industry. This research brings insight regarding the definition of “masculinity” and how the beauty market takes advantage to the emergence of the new male customer. These new profile permit to identify the new key factors that gives a different marketing approach of the brands to reach their new customers due to their different lifestyle and goal.