.png)
Men tend to prefer to shop online for cosmetic products, as they are not very aware of the features of this newly booming market yet, they rather make some research and comparisons online and thus ending the process by buying products. Moreover, online they don’t need to face the look of the others, and they have more choices. How could brands change that habit?
Numerous are the men waiting in front of Sephora’s store, waiting for their women. Ask your dad / brother / boyfriend, it surely happens at least one in their life! But what would you think about being inside the shop ? Buying products for yourself ? Because they surely have a category for men cosmetics and we are not talking just about make-up here, the brand Sephora offer products designed for men skincare. The issue is that men are still resistant about entering in that kind of shops where you are surrounded by women. Men’s cosmetics market is starting to boom, and for sure, as it is progressing 1,5 faster than women’s market! Most men rather take silent steps for the moment to adapt to this nourishing changing habit.
"We are targeting stores where the space for the man is large enough and where the products are freely available, because the consumer will not ask a saleswoman for advice!" Philippe Dumont CEO of Nickel.
We faced the example with the brand Horace, they placed a stand with their products in a Monoprix, a “neutral area”, where everyone goes, so men can feel more comfortable to go and buy products. It is a strategy adopted which is working to switch from online to offline gently.
Who do you think grant a bigger budget on cosmetics between men and women?
As surprising as it could be it is men! Between facial care and shaving at the barber, it costs them between 51 to 100€, whereas women spend between 26 to 50€ for their products. So if they spend that much, why couldn’t they be advised by salespersons to have the best products?
As Philippe Dumont said “consumers will not ask a saleswoman for a service” but yes, they will ask to a salesman, as they share the same concerns. And as far as we know, some men do work in stores like Sephora so men please don’t be afraid to ask what’s the most convenient for you! Online reviews won’t give you what is really adapted to you because each skin is unique, as cosmetic brands claim, and only advisers will be able to understand your personal skin and to help you get the best out of yourself.
Sources:
https://www.sephora.fr/shop/soin-visage/soin-visage-homme-c7640/
Emeline Le Pogam
Comments