Men's Beauty & Care: Results of an International Qualitative Research in Germany, Russia and Spain

In recent years, European men have been becoming far more open towards facial and body care products and increasingly inclined to use them. Yet what motivates them to do so? To answer this question, GIM (Gesellschaft für innovative Marktforschung) carried out qualitative research in Germany, Spain, and Russia. The result: men's body care is decisively influenced by their self-perception.

Men who adopt a functional attitude to body care (low involvers) see it as a means to self-presentation; their motivation to involve themselves in body care lies exclusively in outward orientation. The low involver is guided largely by the effect the product has on their personal environment; the product itself is of less interest to them.

Quite the reverse characterises the body care and cosmetics consumption of the intensive user segment (high involvers): one's outward appearance is meant to reflect one's inner contentment. High involvers find body care enriching; they like the relaxation and the opportunity to pamper themselves. Accordingly, high involvers use a wide range of products, are familiar with the product names and are also interested in products per se. 'What will the product do for me?' is the crucial question when choosing a product.
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1. Objectives & Methodology

2. Whom are we looking at? – Attitudes, Habits and Usage

3. Drivers & Barriers in the Context of Care: Collages and Visuals

4. Where do we go? – Potentials in Beauty & Care Category

5. Conclusion
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