Biomass man
Cosmetics II More and more men are spending more and more money on cosmetics. The beauty industry is responding to this by expanding its range.
Cosmetics II More and more men are spending more and more money on cosmetics. The beauty industry is responding to this by expanding its range. "In today's media society, anyone who doesn't take care of their appearance is badly advised," says Andreas Steinle, Managing Director of the Hamburg Trend Office. People only pay attention to those who are attractive, and this commodity seems to be the most important currency today. It's no wonder that young people's career dreams have changed: Whereas in the past many wanted to become a pilot, doctor or entrepreneur, today the focus is on professions whose prospects of success are defined by appearance: Model, superstar, athlete. All consumer industries have helped to shape and support this change in mentality. "Even products that at first glance have nothing to do with beauty are increasingly focusing on this aspect," Steinle is convinced and backs this up with a new Lätta commercial in which a young woman lolls naked in bed with two men.
Products have to make their users attractive. The tabloid Bild hit the nail on the head with the headline "Half-fat margarine makes you hornier than butter". The researcher sees a further trend in the integration of the cosmetics industry with other sectors at both product and communication level. Just as the attitude towards the body itself has become more technical - it is seen as a biomass that can be shaped and formed - the effect of a high-tech promise is also becoming the focus of attention. If product communication succeeds in underpinning the belief in the effect, even the most expensive wrinkle creams will sell.
The feminized manSteinle sees the changed relationship between man and woman as the most important reason for the increasing use of cosmetics by men. Whereas in the past the bond was based on the fact that the man provided for the existence of a family, in the age of gene shopping the basis for a partnership has changed: Love and attraction take center stage, which depends on looks. This creates a paradox: men are feminizing themselves in order to become more masculine. "Today, men's products are no longer perceived as cosmetic care, but as enhancers of virility and all the qualities that go with it," emphasizes Steinle.
The trend researcher is convinced that the cosmetics industry will discover more male problem areas in the coming years and develop the appropriate products and associated marketing strategies. Daniel Staib from the Gottlieb Duttweiler Institute (GDI) also sees the emancipation of women and the liberalization of gender roles as the reason why the health and care market will become increasingly important for men.
Staib refers to the portrayal of gender in advertising. Naked male bodies are just as much a part of this as they have been for women for a long time. "As competition in the workplace has become tougher, the pressure to look good is also increasing for men. Attractive men are more successful and are viewed more positively by other people," says the GDI researcher, drawing parallels with the wellness motto of antiquity: mens sana in corpore sano. Liposuction or other high-tech interventions in male nature are likely to become even more important. As a result, products that help alleviate the consequences of an unhealthy lifestyle will come onto the market in the future. One example of this is the recently launched anti-hangover shower gel, says Staib.
Only one in four men buy their own cosmetics
Products have to make their users attractive. The tabloid Bild hit the nail on the head with the headline "Half-fat margarine makes you hornier than butter". The researcher sees a further trend in the integration of the cosmetics industry with other sectors at both product and communication level. Just as the attitude towards the body itself has become more technical - it is seen as a biomass that can be shaped and formed - the effect of a high-tech promise is also becoming the focus of attention. If product communication succeeds in underpinning the belief in the effect, even the most expensive wrinkle creams will sell.
The feminized manSteinle sees the changed relationship between man and woman as the most important reason for the increasing use of cosmetics by men. Whereas in the past the bond was based on the fact that the man provided for the existence of a family, in the age of gene shopping the basis for a partnership has changed: Love and attraction take center stage, which depends on looks. This creates a paradox: men are feminizing themselves in order to become more masculine. "Today, men's products are no longer perceived as cosmetic care, but as enhancers of virility and all the qualities that go with it," emphasizes Steinle.
The trend researcher is convinced that the cosmetics industry will discover more male problem areas in the coming years and develop the appropriate products and associated marketing strategies. Daniel Staib from the Gottlieb Duttweiler Institute (GDI) also sees the emancipation of women and the liberalization of gender roles as the reason why the health and care market will become increasingly important for men.
Staib refers to the portrayal of gender in advertising. Naked male bodies are just as much a part of this as they have been for women for a long time. "As competition in the workplace has become tougher, the pressure to look good is also increasing for men. Attractive men are more successful and are viewed more positively by other people," says the GDI researcher, drawing parallels with the wellness motto of antiquity: mens sana in corpore sano. Liposuction or other high-tech interventions in male nature are likely to become even more important. As a result, products that help alleviate the consequences of an unhealthy lifestyle will come onto the market in the future. One example of this is the recently launched anti-hangover shower gel, says Staib.
Only one in four men buy their own cosmetics
In 2002, every Swiss household spent an average of over 140 francs on cosmetics, ACNielsen calculated. This means that the value of the corresponding products per purchase has risen by 8 percent over the past three years. Women account for the lion's share of consumption (75 %). They spend most of their money on eye cosmetics, nail polish and lipstick. For the most part, women also buy their male partners' cosmetics - even when buying shaving foam, razor blades and razors, they reach into their wallets on their own. Only the after shave product group is mostly purchased by men. The latter are more picky when buying their personal care products and benefit less than women from special offers. Bargain hunters buy a quarter of their cosmetics during promotions. (la)
Luca Aloisi
