Sephora department store commissioned a survey of male consumers purchasing habits, when they find themselves in the beauty department,across 3 continents in an attempt to access the wallets of the growing male beauty market (!)
Unsurprisingly they discovered that men are as vulnerable to advertising and social pressure increasingly concerned about their looks, and spending accordingly.
But what are they buying?
“Chinese men by gf creams and lotions, which dominate the best-selling list in the men’s section and are the only brand featured apart from Sephora’s house brand. It is also striking that there are no fragrances, beauty tools or other care products that made it into the Chinese top-ranking products.”
“In the US, men’s preferences are rather mixed, with the three top-selling products including skincare, teeth brightening, and fragrance.”
“Finally, in France, men opt for mainly French-based design brands’ fragrances such as Le Male by Jean Paul Gaultier or 1 Million by Paco Rabanne. Boss Signature by Hugo Boss is an exception in this patriotic lineup. Other popular products on this list include hydrating and exfoliating creams by Sephora’s house brand.”
They didn’t survey South Africa.
If they did would the preference be Axe, followed by Axe?
Wonder how our red-blooded South African guys would respond to the news that fragrance and skin care is only the beginning.
According to Forbes, more men are wearing …make-up “I think men are much more receptive to the whole grooming concept from start to finish. Makeup is sort of the final frontier,” says Wendy Lewis, a beauty consultant and author of “The Beauty Battle: An Insider’s Guide to Wrinkle Rescue and Cosmetic Perfection from Head to Toe.” “They’re certainly concerned about camouflaging imperfections. The idea of a little light dusting of powder is no longer an extreme measure.”
Ha. Not an extreme measure?
Also from Forbes: “Experts say it’s only natural that men would turn to makeup to look their best. Grooming, after all, has never been more acceptable. Last year, $4.8 million was spent on male grooming products in the U.S., a 7 percent increase over the year before and a whopping 42 percent increase from 2001, according to Euromonitor, a London-based marketing and research company.”
A better-smelling, smoother, even complexioned South African man? A man with eye-brows plucked and concealer in his make-up bag?
Will we see that sooner than we will a Jewish Princess Barbie?
We all need a laugh.
And the Zac Efron-isation of the brothers would be something to look forward to.