Making himself attractive: the growing consumption of grooming products

Abstract

Explores men’s increasing use of grooming products by considering the link between the construction of the male concept under postmodern conditions and the consumption of toiletries. Applies an interpretist research approach, incorporating phenomenological interviewing and emic as well as interpretative group techniques to data analysis. Suggests that men consume male grooming products to alter their body and body image and proposes that through changing this image, the respondents aimed either to create or to alter their “self‐identity”. Also suggests that the respondents consume male grooming products not simply for the tangible benefits they provide but also for the meanings conveyed by consuming them. Concludes that image creation, concerns about enhancing one’s attractiveness, reducing the ageing process and the maintenance of health are factors combined with the pleasure of using grooming products which fuel the current market growth.

Mirrors of Masculinity: Representation and Identity in Advertising Images

“…Thus, consumer choices about clothing, hairstyle, piercings and sexual products all contribute to the construction of sexuality, lifestyle and identity (Schroeder 1998a). Masculinity represents one such distinct lifestyle, associated with, and continuously constructed by, consumer behaviors such aggressive driving, shaving, gift-giving, or investing (see Sturrock and Pioch 1998).…”

Retailing masculinity: Gender expectations and social image of male grooming products in New Zealand

“…In contrast, a male's sense of self was achieved in the workplace, where one's job, status and ability to provide for one's family served as the prominent means of selfdefinition (Bocock, 1993). There is now, however, widespread consensus that the traditional notion of men as 'producers' and women as 'consumers' is largely irrelevant and outdated (Sturrock and Pioch, 1998;Dholakia, 1999;Bakewell et al, 2006). As Kacen (2000) notes, today the construction of consumer identities both promotes and requires all individuals to participate in the retail ethic.…”

“…Consumption has spoken to a feminine consumer, constructing her not only as an active purchaser but also as a commodity to be gazed at (Sturrock and Pioch, 1998). What a female purchased and how her domestic belongings were displayed served as an indication of her identity.…”

“…One only has to look to the growth in male-specific dietary, slimming, exercise and other such products and services to see evidence that this retail area is no longer exclusively the domain of women. Growth in the male grooming market has been attributed to an increased societal focus on appearance (Sturrock and Pioch, 1998); a growing number of men's style magazines (Byrnes, 2006); an increase male grooming product availability (Thompson, 2006;Alexander, 2006) and the global health and well-being trend of looking after oneself (Thompson and Hirschman, 1995).…”

Brand Equity as a Predictor of Repurchase Intention of Male Branded Cosmetic Products in South Africa

“…According to A C Nielsen, in the early 1980's, men's toiletries had little or no inter-connection by brand or usage. The market has however, become more sophisticated and segmented into definite categories; fragrances and body sprays, shaving preparations, hair care, shower gels and skin care products consumed by men (Sturrock & Pioch, 1998). This segment comprises both low end and high end international brands.…”