The skin care industry applied to L'Oréal Paris Men Expert

: is the male consumer ready for the challenge?

Abstract

The principal objective of this dissertation is to understand the male consumer and their attitudes towards the face care category. Special attention is given to L’Oréal Paris Men Expert. The main goal is to identify and analyze the differences between men and women behaviours, needs and motivations to overcome the existing consumption barriers and maximize the market opportunity for the company. The findings suggest that the male consumer is far away from the female in terms of knowledge of face care products and its consumption. There are consumption barriers and education issues, the companies operating in this industry are one step ahead of the male consumer offering a wide portfolio presenting complex attributes and targeting consumers neglecting the differences in terms of knowledge. L’Oréal Men Expert should develop the category following different steps, starting through the education, explaining to men what benefits the face care category offers are. Once the need for consumption is created, in the consumers mind, product usage should be the focus, teaching consumers how to choose the right product for them. Then, increase the consumption frequency, introducing complementary products. Last but not the least, introduce in the market extra benefits differentiating from other competitors.

Date of Award	Jun 2012
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)