Now a day’s men are under the impact of

personal variables i.e. self-image

consciousness, ageing effects, physical

attractiveness.

With the advancements of science,

technology, society, education, the standard

and styles of living in people are improving

day by day.

Increasing share of cosmetic products

because people are becoming more conscious

about hygiene and beauty.

Historically, the range of men’s cosmetic

products referred to shaving-related

products including men’s shaving, men’s pre-

shave, men’s razors and blades and men’s

post-shave. But with the increasing

development in this sector, now it also

involves fairness creams, lip balms, makeup

etc.

We are studying about consumption of

cosmetic products in men because we want

to find out the perception regarding buying

such products in order to understand the

changing consumption patterns.

What are the reasons behind increasing

consumption of men cosmetics products?

Is there any impact of personality

development, reference group and celebrity

endorsement on increasing consumption for

men cosmetics products?

Media: Sangeeta Gupta in her research

(2012) found that media is playing vital role

in changing the attitude of others.

Motivational campaigns: Antoinette in 2005

in his research found that many companies

gain attention towards men’s cosmetic

markets due to the baby booming trends,

this give an idea that young people are also

prefer to look good and they are paying their

attention on grooming products, particularly

in skin care sector.

For self esteem/ self-confident: skin care products play important role in increasing psychological empowerment in men towards their appearance and making impression on others (Souiden & Diagne, 2009).

For anti-aging/ solving skin problem: our research shows that 30% men use beauty products to reduce the aging effect or to use as a treatment for pimples or other skin problems. Sangeeta Gupta showed in her report that 8.11% men prefer to look younger in front of other people especially opposite gender.

Reference group and family: It has been

noticed that personal gathering like friends,

family and colleagues etc have direct

influence on men’s buying behavior. Your

family and friends are more likely to

convince you in purchasing a particular

product of their own choice or products

which they mostly used, found by Elsey &

Sukato in 2009.

Celebrity endorsement: It’s another important factor that affects on men’s purchasing behavior. Through advertisement celebrities have create inspiration on buyer’s mind and have role model on product’s image.

For personal hygiene and Medical reasons: According to Sangeeta Gupta many people use cosmetic products for personal hygiene and medical reasons. Her study suggests that personal hygiene is important for 26.09% of respondent and extreme important for 21.74%, and 40% of men buying behavior are affected for medical reasons.

For improving the skin: It is observed that

people have extreme influence on cosmetic

products for the purpose of improving their

skin

For having flawless looks: In a research of

Sangeeta Gupta, she took sample of 24 men

to test that why they prefer to use branded

cosmetic products, in her analysis she found

that 14.38% means 8 out of 24 use hair care

products for having perfect hairstyle and

grooming products for faultless image.

Embarrassment about looks: Many people

lies on impact that they feel embarrass if

they think they are not having crushing

looks. They fear that if anyone will pass

comments on their complexion, height,

physique or on another then they will be laid

down

In our hypothesis the dependent variable is

consumption for men cosmetic products and

independent variables are personality

development, reference group and celebrity

endorsement

Ho: There is no impact of personality

development on consumption for men

cosmetics

Ha: There is impact of personality

development on consumption for men

cosmetics

The main determinants in purchasing

behaviors are hygiene functions, features

and fragrance of the product, and price-

quality relationship.

we are analyzing the relationship of independent variables by using Correlation.

correlation

Personality development

Celebrity endorsement

Preference group

We’ll apply regression in order to check the impact of independent variable (i.e personality development) on dependent variable.

consumption of cosmetic product in men Regression

personality development

The qualitative and quantitative techniques

have been used for the analysis of the

information gathered in the method of

survey and interviews. For the close-ended

questions the quantitative technique was

used.

Our sample type is convenience sampling.

Data was analyzed using SPSS software. The

data was collected by distribution of a

questionnaire to a sample size of 50 male

consumers aged 20-35.

Due to the time and the resources

constraints, this study has been limited to

the survey from our relatives (as general

public), students of MAJU (Pakistan,

Karachi).

According to Mr. Daniyal owner of SF

cosmetics, the most common selling products

for men are nitro wax gel, Gillette after

shave, whitening creams, Garnier men face

wash and YC face wash. Males’ customer

mostly visited on weekly basis, the sales for

male’s cosmetics are not much high.

Mr. Daniyal, Owner of SF cosmetics

The use of men cosmetic is highly preferred by upper class. We visited to clippers salons for men. It is the top hair salon for men in Karachi. Ms. Sara Irfan’s opinion about cosmetic is very positive. She said it is really good to use cosmetic but it should be original and reliable. It gives different vitamins to your skin which makes you feel good and a good look always lifts you up which polish your personality. And if you work for screen, it changes your lifestyle in a better way. When we asked about increasing trend of men cosmetics she replied that this trend is increasing in men especially young generation getting into this. According to her they have so many men clients for massage and facial at high cost. As well as gel, fairness cream, face wash and creams for vitamins are taking part in it, if you see men on screen they do use lipsticks and other products like this too.

Ms. Sara Irfan, makeup artist at clippers.

According to Mr. Raja Mohammad Bilal, he is

a model and his profession requires him to

maintain his looks. He said that personally he

don’t use makeup bt makeup is a matter of

personal preference. He said that he mostly

use facial creams products, lip balms, hair

gel and so many products. Models usually

don’t feel reluctant in using cosmetic

products because their professional behavior

allows them to make up their personalities.

Mr. Raja Mohammad Bilal (Model)

N Minimum Maximum Mean Std. Deviation

Consumption for

men cosmetics50 2.25 4.75 3.6400 .62098

Personality

Development50 2.25 5.00 3.5400 .60263

Reference Group 50 1.75 4.50 3.2750 .69482

Celebrity

Endorsement50 1.00 4.50 2.7900 .80394

Valid N (listwise) 50

Dependent Variable

Personality

Development Reference Group

Celebrity

Endorsement

Consumption for

men cosmetics

Pearson

Correlation1 .407** -.189 .037

Sig. (2-tailed) .003 .190 .798

N 50 50 50 50

Personality

Development

Pearson

Correlation.407** 1 -.021 .355*

Sig. (2-tailed) .003 .886 .011

N 50 50 50 50

Reference Group Pearson

Correlation-.189 -.021 1 .258

Sig. (2-tailed) .190 .886 .070

N 50 50 50 50

Celebrity

Endorsement

Pearson

Correlation.037 .355* .258 1

Sig. (2-tailed) .798 .011 .070

N 50 50 50 50

Cosmetic market is now no more women market

only. Now it has been emerged as men's

cosmetic market too

N Valid50

Missing0

Frequency Percent Valid Percent

Cumulative

Percent

Valid Strongly disagree1 2.0 2.0 2.0

Disagree4 8.0 8.0 10.0

Neutral13 26.0 26.0 36.0

Agree24 48.0 48.0 84.0

Strongly agree8 16.0 16.0 100.0

Total50 100.0 100.0

Frequency Percent Valid Percent

Cumulative

Percent

Valid Strongly disagree1 2.0 2.0 2.0

Disagree8 16.0 16.0 18.0

Neutral15 30.0 30.0 48.0

Agree24 48.0 48.0 96.0

Strongly agree2 4.0 4.0 100.0

Total50 100.0 100.0

Cosmetic products encourage and promote

strong, positive self image

Frequency Percent Valid Percent

Cumulative

Percent

Valid Strongly Disagree5 10.0 10.0 10.0

Disagree15 30.0 30.0 40.0

Neutral14 28.0 28.0 68.0

Agree13 26.0 26.0 94.0

Strongly Agree3 6.0 6.0 100.0

Total50 100.0 100.0

Frequency Percent Valid Percent

Cumulative

Percent

Valid Monthly Basis11 22.0 22.4 22.4

Once in a 15days5 10.0 10.2 32.7

Weekly basis14 28.0 28.6 61.2

Daily Basis19 38.0 38.8 100.0

Total49 98.0 100.0

Missing System1 2.0

Total50 100.0

Table showing the variables entered in personality

development

Variables Entered/ Removedb

ModelVariables Entered

Variables Removed Method

1

Personality Developmenta . Enter

a. All requested variables entered.b. Dependent Variable: Dependent Variable

Model R R SquareAdjusted R

SquareStd. Error of the Estimate

1

.407a .166 .149 .57299

A : Predictors: (Constant), Personality Development

Model

Sum of

Squares df Mean Square F Sig.

1 Regression

3.136 1 3.136 9.551 .003a

Residual

15.759 48 .328

Total

18.895 49

•Predictors: (Constant), Personality Development•Dependent Variable: Personality Development

Model

Unstandardized Coefficients

Standardized

Coefficients

t Sig.B Std. Error Beta

1 (Constant)

2.154 .488 4.417 .000

Personality

Development.420 .136 .407 3.090 .003

Acceptance of cosmetics for frequent use has

been on the rise among Pakistani male

consumers. Social class have a strong

influence on the consumption in males as it

has been observed that males belonging to

higher class prefer to use such products

whereas those belonging to middle class are

somewhat reluctant to consume such

products.

The companies producing cosmetic products should motivate males in our nation not to hesitate while buying such products.

There should be proper marketing campaigns and advertising in order to increase the number of consumers.

Companies should try to divert the mind of those who are conservative towards consuming cosmetic products.

There is need to consume men cosmetic products in order to meet the changing trends and style.

Companies should introduce a variety of products ranging from upper class to middle class as well. By doing so consumption will also increase in other social classes.

Men should not overlook the importance of keeping their face clean and healthy looking.

Companies should do a comprehensive study of the potential in young males and how to best reach them.