Academic project focusing on utilizing qualitative methodologies for men’s skincare, which is one of the fastest-growing categories in the world. To gain insights into such ethnographic questions, we decided to employ a primary research plan consisting of observational research, in-depth interviews, and an online survey through Amazon Mechanical Turk, which together produce information that results in a narrative description.
4. Research background
Men’s skin care is one of the fastest-growing categories in the
world. Across all brands, men’s skin care has been growing
globally at a rate of 9 percent a year, while the overall grooming
category has been growing only 4 percent.
—Lynne Grene, Estée Lauder group’s president
57% $4.1 Billion
U.S. Market for Men’s personal care
7. Methods and Results
Observational Research
• Date: April 4,11,18, and 25
• Objective: To explore real consumer behavior in store
• Place: Popular Retailers/Department stores(LUSH, Sephora, Saks)
• Non-participant observation and Fieldnotes
• What: a. Who they are
b. How they choose
c. Who are with them
d. How they communicate with salespeople
8. Methods and Results
Observational Research
Male
Few
Couples
Shopping together
Fragrance
Salesperson
Holiday sales
Homosexuals
Less knowledge
shorter time
9. Methods and Results
In-depth Interview
• Interviewees: 4 Chinese, 1 Korean, and 1 American
• Objective: To know deeply how men use facial skincare products
• Protocol and Interview guide
• Get consent of interviewees
• Explain the purpose of our interview and duration
• Conduct the interview
• Gather information
10. Methods and Results
“After finding skin care product which fit to my skin, I haven’t
changed so far. But before finding, I changed several time.”
—Interviewee 1
“Performance is the most important. And then service is
important, too.”
—Interviewee 2
“If I purchase at the Kiehls’ website, I can get a points and
samples of skin care. Also, the reason I use Ebay is that I can
buy skin care cheaply from other people from time to time.”
—Interviewee 3
In-depth Interview
12. Demographic
-Age: 23
-Martial Status: Single
-Occupation: Graduate Student
-Income: $23k annual
-Location: Chicago, IL
PETER WANGMIKE
Shopping Behavior
-Types of products:
Cleanser, toner, serum, anti-aging cream
eye cream, sunscreen,and lip balm
-Brand: Kiehl’s & La Mer
-Amount spend/year: $520
-WHO: Himself
-WHERE: Department store and online
-WHY: Better looking to be attractive
Protection of his skin
Heavy-user Normal-user Light-user
Demographic
-Age: 29
-Martial Status: Married
-Occupation: Civil Construction Engineer
-Income: $58k annual
-Location: Naperville, IL
Shopping Behavior
-Types of products:
Cleanser, toner, moisturizer, and lip balm
-Brand: Kiehl’s & other brands bought by
his wife that he does not remember
-Amount spend/year: $300
-WHO: His wife
-WHERE: Department store and online
-WHY: Recommended by his wife and to ease
his dry skin
Demographic
-Age: 21
-Martial Status: Single
-Occupation: Undergraduate Student
-Income: $12k annual
-Location: New York City, NY
Shopping Behavior
-Types of products:
Cleanser and moisturizer
-Brand: Nivea and Kiehl’s
-Amount spend/year: $110
-WHO: Himself
-WHERE: Drugstore
-WHY: To have a clean look
13. Methods and Results
Survey
Objective:
(1) To test assumptions generated from observations and interviews
(2) To find more insights about characteristic of men who purchase facial
skincare product
Questions: General & Specific
Distribute: Mturk
16. Methods and Results
Survey
Loyalty Skin Concern 70% in store
Get product right away
Feel the product
Under $10 per month
future
Acne, Oiliness, DrynessBrand
70%
Assumption1.
More online purchases than offline purchases
18. Methods and Results
Survey
The amount of knowledge
men have
The number of skin care product
men have
0.341
The amount of money men
purchase
a month
0.413
25% Eye cream
32.4% >$30
Online and Offline
6% Eye cream
8% >$30
More Offline
Assumption 3. Different behavior between
different sexual orientations
Assumption 4. Correlation between knowledge and purchasing
21. Insights &
Recommendations
1. Major Motivation - Skin concerns
Company: R&D High - technology skincare products
Marketing strategy – Emphasize treatment functions on packages
Education – Transfer problem solving to problem preventing
22. Insights &
Recommendations
2. Women’s influence
Company: Direct Mailing Campaign – “Treat Your Husband/Boyfriend”
Promotion – Get discount with men’s skincare product purchase
Salesperson – Invite men to try and feel while waiting
3. Men’s store
Company: Special store - Design special display area for men
23. Insights &
Recommendations
4. More knowledge →Purchase More Products, Spend More Money
Company: Education
- “Skin counseling” campaign (Skin test, Free sample, Product recommendation)
- Skin care Feminine
5. Ηomosexual men spend more on advanced products
Company:
Promotion through special channel about advanced products, such as: eye cream,
anti-aging serums
≠
25. Limitations
Follow-up Research
Limitations:
1.The nature of self-reporting
Research quality highly depends on researchers’ skills, easily influenced by the researchers’
personal biases and idiosyncrasies.
2.The sample
Sample bias, findings might not be generalized to a larger population
Follow-up Research:
1. The sample: Larger population
2. Test new findings from survey
