Is masculinity ruining the male skincare market? Comprehensive insights on consumer behavior in cosmetics

Purpose – This paper aims to investigate the factors influencing men’s purchase intentions for skincare products, particularly focusing on the evolving attitudes toward masculinity, grooming and self-care. The study seeks to identify dimensions such as self-image, health concerns, masculinity and perceptions regarding skincare, along with the impact of social media use on men’s skincare purchase intentions. Design/methodology/approach – The research uses an online questionnaire to gather data from 178 valid responses. The collected data is analyzed using partial least squares structural equation modeling. Findings – The results reveal that men’s skin health concerns significantly impact their purchase intention for skincare products. Self-image concerns and perceptions regarding skincare also emerge as influential determinants in shaping men’s purchasing decisions. Conversely, health concerns and social media platform use do not directly influence skincare purchase intention. Notably, self-image completely mediates the relationship between men’s social media usage and their intention to purchase skincare products. Research limitations/implications – The data is based on responses from an online questionnaire, which may introduce biases. In addition, the research focuses on specific personal variables and social media use, potentially overlooking other influential factors. Practical implications – By recognizing the importance of men’s skin health concerns, self-image and perceptions regarding skincare, cosmetic companies can tailor marketing strategies to effectively target key dimensions to enhance sales of skincare products among men. Social implications – In a broader societal context, this research contributes to the ongoing evolution of attitudes. By identifying influential factors in men’s skincare purchase intention, the study sheds light on changing societal norms and perceptions. Acknowledging these shifts can lead to a more inclusive understanding of masculinity and contribute to breaking traditional stereotypes related to men’s grooming practices. Originality/value – This research contributes to the understanding of men’s skincare purchase intention by exploring dimensions such as selfimage, health concerns, masculinity and perceptions regarding skincare, in conjunction with the impact of social media use. The findings provide valuable insights, expanding on previous studies on men’s attitudes toward skincare products. The identification of self-image as a complete mediator is a novel contribution.