The ‘metrosexual’ male was identified in the 1990s and has now evolved and become established. The practice of ‘manscaping’ is now accepted as an evolutionary trend. Men simply want to look good, not just for sex but in order to give themselves confidence in terms of both work and play.
Older men are keen to adopt health and body care regimes to preserve their youthful appearance and prevent premature age angst. They want to compete with their younger colleagues for longer.
Whilst younger men just want to compete!
But where do men go for advice? Men tend to be in touch with cultural trends through family and peers. They prove to be thoughtful consumers when buying toiletry products, carefully researching products before they buy them either online or in store. They are influenced by companies and brands that share their values and can form a sense of empathy with them. This creates the idea of the ‘male mensch’. These role models go beyond the passé Beckham and obvious Aidan Turner (Poldark) and include successful men from different sectors including business, music, movies as well as acquaintances.
These men are prepared to invest in order to stay on top. Importantly, once the have discovered a product they like, they commit and become brand advocates, initiating close friends and colleagues.
However, men need a reason to believe in a product’s performance. They are impressed by ingredients and science, even if it shared with women’s toiletries. For many established ‘girlie’ brands start with a proven track record. However, the likes of L’Oreal and No7 need to demonstrate they are serious about men and not just flirting!