characteristics of male consumers on facial skincare product purchasing
TRANSCRIPT
Characteristics of male consumers on facial skincare product purchasing
Sd‘l 19 Bgtldmf Chmf.Cnmfe‘mf Gt‘mf.Inmfrdna Kdd.Yhx‘mf Kht.Y‘m @m
AGENDAResearch background Methods and Results Insights and Recommendations Limitations and Follow-up research
Research background
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 BillionU.S. Market for Men’s personal care
Methods and Results
Methods and Results
[Observational Research] [In-depth Interview] [Survey]
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
Methods and Results
Observational Research
Male
Few
Couples
Shopping together Fragrance
Salesperson
Holiday sales
Homosexuals
Less knowledge shorter time
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
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
Methods and Results
In-depth Interview
Basic productMotivations Online shoppingLoyalty
Skin concern Attractive
Girlfriends & Wives
Cleaner, Lotion, Toner Brands Sluggish, Price, Convenience Lack
Knowledge
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
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
Methods and Results
Survey
213Respondents
62%
38%Male
Female
92% Use products
71% Buy for men
Methods and Results
Survey Distribution
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
Methods and Results
SurveyAssumption 2. Avoid to be feminine leads less purchase
0
1
2
3
4
Rugged Neutral Gentel
How many How much
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
Insights & Recommendations
Insights & Recommendations
Observational Research
In-depth Interview
Online Survey
General • Major Motivation - Skin concerns • Women’s influence • Men’s store
In-depth • Knowledge & Purchasing • Sexual Orientation & Purchasing
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
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
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
≠
Limitations &
Follow-up Research
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
THANKS
Q&A