Please take a moment to complete this survey below
Library's collection Library's IT development CancelAlong with the booming of shifts in gender roles and perceptions beginning
1900's, cosmetics for men experienced a significant growth and acceptance towards
vast number of societies, especially in the western culture societies. Along with the
increasing popularity of the phenomenon, it is interesting to take a deeper look
against the marketing strategies of these major men skincare brands. The aim of the
dissertation is to identify positioning strategies of major men skincare brands in the
Netherlands, whether these strategies have satisfied current market needs and to
specifically give recommendations for Loreal's Men?s Expert on how to penetrate
possible new market segments.
Assessment towards these brands marketing strategies are based on STP
theories, while gender identity and roles theories are used to assess the results of
depth interviews with projective techniques of 6 respondents. Structured analysis and
comparison for each and between brands on their brief marketing mix was conducted
to study the current positioning level, while depth interviews result analysis based on
gender theories was conducted to analyze the market demands and perceptions
towards these brands. The results of these analysis showed that there was still actually
two different markets which are masculine men and feminine men. So far, based on
the analysis, these brands focused more on the feminine men, the smaller part of the
market, and as a result, neglect the masculine values needed within the image of the
product.
The marketing strategies recommendation was then built based on the same
STP theories, focusing on creating masculine image of the products to attract the
biggest part of the market, which is masculine men.