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  • Grooming

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    Abhimanyu Choudhary
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    Men are becoming more aware of grooming with changing times. While grooming was previously just bathing, shaving, and deodorant, men are now using more hair and skin care products. They recognize grooming leads to confidence, professionalism, and social acceptance. Common brands used include Park Avenue, Gillette, Nivea, and Dove. Men use products for functional needs like acne or hair fall as well as social motives. Triggers for use include influence from peers and new career stages. Barriers include habit and concerns over side effects or benefits. Men prefer products focused on their gender versus traditional female products.

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    Gillette Grooming

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    Grooming Ppt

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    Men are becoming more aware of grooming with changing times. While grooming was previously just bathing, shaving, and deodorant, men are now using more hair and skin care products. They recognize grooming leads to confidence, professionalism, and social acceptance. Common brands used include Park Avenue, Gillette, Nivea, and Dove. Men use products for functional needs like acne or hair fall as well as social motives. Triggers for use include influence from peers and new career stages. Barriers include habit and concerns over side effects or benefits. Men prefer products focused on their gender versus traditional female products.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
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    255 views16 pages

    Grooming

    Uploaded by

    Abhimanyu Choudhary
    Men are becoming more aware of grooming with changing times. While grooming was previously just bathing, shaving, and deodorant, men are now using more hair and skin care products. They recognize grooming leads to confidence, professionalism, and social acceptance. Common brands used include Park Avenue, Gillette, Nivea, and Dove. Men use products for functional needs like acne or hair fall as well as social motives. Triggers for use include influence from peers and new career stages. Barriers include habit and concerns over side effects or benefits. Men prefer products focused on their gender versus traditional female products.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    of 16

    MALE GROOMING

    For most Indian men, grooming


    is mostly about a bath, a shave and a few
    PRODUCTS
    rapid deo sprays.

    ing
    m
    o
    gro g
    s

    n
    Me 21st Au
    day:

    Submitted by:
    Group 8
    Saksham Aggarwal(231128)
    Saransh Guptra(231133)
    Shubhdeep Majumdaar(231149)
    Swati Jhangiani(231163

    Background (Company)
    Best Appearance Limited, personal care company, leader in women cosmetics
    Interested in entering the mens hair care and skin care market.
    Need to understand the mens
    attitude to grooming
    needs and desires in the context of grooming

    Research Objectives
    To understand how men take grooming with changing times, perception of key skincare and
    hair care brands such as Garnier, Nivea. LOreal, Clinic, FAL, Dabur Vatika etc
    To understand the mens role models in terms of grooming and appearance

    To understand their current usage for hair & skin care

    To understand the triggers and barriers to use hair and skin care products

    To understand if men want to use cosmetics exclusively made for them

    Some of the respondents

    Rohit

    Age 23, Working, Electrical Company, Service family, Delhi

    Raghav

    Age 24, MBA student, Business family, Delhi

    Mohit Jhangiani

    Age 22, Working, DBHMS , Service family, Delhi

    Rohit Bhatia

    Age 24, Working,IT company,Business family,Faridabad

    Harshal Gambhir

    Age 23, MBA student, Service family, Delhi

    Suraj Nataraj

    Age 22, Working, Nirvana company, Service family, Gurgaon

    Akshay Goel

    Age 19, Engineering student, Business family, Delhi

    Attitude towards Grooming

    Grooming Personality; it leads to acceptance and builds an


    image that you are serious in life.

    Its a demand of job

    It gives me a feeling of being confident, relaxed & refreshing


    during my day long activities

    External grooming becomes important as much as natural looks

    It makes me look and feel good and hygienic

    Need to be presentable according to current trend

    " Grooming gives you the confidence to speak in public

    Role of Hair & Skin Care


    Brands used:
    Deo/Perfumes-Axe, set wet deo, Fogg
    Daily hair oil- Vatika, Keo karpin, Parachute
    Shave- Gillette, Park Avenue, Axe, Old spice
    Shampoo- Sunsilk, Garnier, head&shoulders, Dove, Clear
    Face wash- Clean & Clear, Himalaya, garnier
    Creams- Nivea, Vaseline, Veet(hair removal)
    Home remedies mehndi for hair graying, fullers earth(multani mitti) for dirt &
    acne
    Usage:
    During or after bathing activities
    After outdoor activities(after play, gym, evenings)
    When socializing(parties, get-togethers, etc)
    Purchase point:Self purchase through supermarkets or local shops.
    Wholesale market, Discount hubs

    Role of Hair & Skin Care


    Functional needs
    Skin needs:
    acne, oily, dryness, roughness
    Dirt & irritation
    Cleansing
    Skin lightening
    Hair needs:
    Dandruff, hair fall, hair graying
    Shine
    Fragrance needs:
    Freshness
    Sweat

    Trio of needs
    Affiliation
    Achievement
    Power

    Attractive looks
    Stufoents
    Attitude
    Standing out of the crowd
    Trying out new things

    Students

    Stickiness to favorite brands


    Attitude
    Attractive Looks
    Being influential amongst
    colleagues
    Buying designer brands and
    accessories
    Discretionary spending is high

    Working
    Professional

    Working Professionals

    Start of Use
    Elder siblings influence
    Starting of a new phase of career
    Relationships
    Change in location
    Peer Groups

    Triggers & Barriers


    Rise in disposable income
    Want to be own self & change
    in lifestyle
    Occasional/Special Purpose
    Use
    Social acceptability
    Availability of international
    men's grooming products
    Influence of modern trade

    Out of habit, not concerned


    Side effects
    Non- male products fulfill the
    needs
    Stereotypes and Biases
    Family and Society
    Couldnt derive much benefits
    Superficial things

    Awareness

    Garnier
    Himalaya
    Ponds
    Nivea
    Loreal
    Clean and Clear
    Fair and Handsome
    Dove
    Gatsby

    Parachute
    Head n Shoulders
    Park Avenue
    Pantene
    Set Wet
    Dabur
    FAL
    Gilette
    Axe

    Choice of Brand

    Personality
    Beliefs and Values
    Attitude
    Men specific products along with functional needs
    Independent of SKU

    Perception of Brands &


    Segmentation
    Brand

    Gender

    Personality

    Garnier

    Unisex

    Outgoing, Sporty, Friendly, Attractive

    Himalaya

    Female

    Boring, lack lusture

    Ponds

    Female

    Graceful, Elegant, Bubbly

    Nivea

    Unisex

    Professional

    Park Avenue

    Male

    Youthful, Professional, Macho, Dapper

    Set Wet

    Male

    Funky, Extrovert, Party Lovers

    Gillette

    Male

    Style,Sporty

    FAL

    Female

    Grooming, confidence, attitude

    Loreal

    Unisex

    High end, reliable, promisable

    Brand Ambassadors
    Ranveer Singh
    Shahrukh Khan
    John Abraham
    Virat Kohli

    Role Models in Grooming


    Rahul Dravid - always clean shaved, calm & quiet
    Hrithik Roshan Energetic, fresh
    Akshay Kumar- Fit and charismatic

    Men's Grooming- Key


    Findings

    Most of the men use some sort of


    grooming products.
    Products are purchased by men
    themselves and not by anyone else.
    Prefer Branded products over home
    remedies
    Not brand loyal
    Prefer Unisex or Male focused
    People who still use female products
    are apprehensive about the disclosure.
    Grooming is mainly done for Self
    satisfaction
    Some people couldnt derive much
    benefits from the male grooming
    products.

    THANK YOU

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