Consumer Segmentation

Consumer

Us Men Features
1.
2.
3.
4.
5.

Bright Smile / Neat Face (Beard)

Shaving Irritation
Aging Eyes (Dark Circles, Fatigue)
Pimples / Acne
Combination skin

India Men Features

1.
2.
3.
4.

Combination skin
Overgrowing beard (& face hair problems)
Teeth not white enough (beard shape)
Shaving problems

China Men features

1.
2.
3.
4.
5.

Greasy / Sweaty Skin

Dry / Dull Skin
Pimples / Acne
Aging Eyes (Dark Circles, Fatigue
Wrinkles / Sagginess

France Men Features

1.
2.
3.
4.
5.

Bright Smile / Neat Face (Beard)

Aging Eyes (Dark Circles, Fatigue
Shaving Irritation
Pimples / Acne
Skin Sensitivity

Brazil Men Features

1.
2.
3.
4.
5.
6.

Shaving Irritation
Greasy / Sweaty Skin
Bright Smile / Neat Face (Beard)
Pimples / Acne
Aging Eyes (Dark Circles, Fatigue)
Combination Skin

Characteristics

Consumers splurge on products that help them look better and younger looking.

Consumers spend on valueadded cosmetics and toiletries products, especially on

products which offer multiple benefits and meet their specific requirements.

Consumers opt for products offering professional results at home, especially in

products such as skin care and hair care.

Consumers are open to spend on products that are technically advanced, offer
multibenefits, and provide value for their money.

Consumers are becoming more aware and educated about the ingredients in
personal care products.

Consumers incorporate the trend of health and wellness in their spending patterns,
and shift to natural products for their personal care needs.

Consumers will continue to look for products that contain natural ingredients, such
as herbal and floral extracts.

The younger generation is opening up to the use of maleoriented products.

Consumers who usually do not shop for hair care products are males aged
between 15 and 19 years.

Internet/mobile shopping is more popular among people whose age is in the range
of 20 and 29 years, at 41%, while specialty stores channel is favoured by
consumers aged between 40 and 49.

Discount department stores, upscale department stores, and traditional

department stores are used the most by consumers between the ages of 30 and 39.

Hair Care Concerns by Men

Oily hair
Thinning hair
Dry hair
Frizzy hair
Dandruff
Itchy scalp
Grey hair
Fine hair
Styling
Hair too thick
Hair too curly
Coarse hair

50
62
30
8
71
58
47
23
24
36
16
67

Percentage

Skin care concerns by Men

Wrinkles
Uneven skin tone
Dark spots
Post acne marks
Acne
Eye puffiness
Large pores
Broken capillaries
Dry patches
Scars
Sagging facial skin
Rosacea

35
33
47
28
44
37
34
19
32
58
41
31

Percentage

Dark circles
Oily skin
Ingrown hair
Redness
Sun damage

Usage of Skin care products by men

Facial cleanser
Body creams
Facial moisturizer
Facial scrub
Acne
Sunscreen
Toner
Eye treatment
Oil control
Dark Spot correction
Tinted moisturizer
Sunless tanning products
Other facial skin products
None
Age of men when they start using skin
care products
Younger than 11
11-13
14-15
16-18
19-22
23-25
26-30
31-40
More than 41
Dont remember

Reasons for commencing use of a

product
Self - realization
Family member
Friend
Product presence at home
Other people
Do not remember

29
44
52
45
49

Percentage
43%
30%
26%
21%
20%
17%
14%
10%
10%
9%
5%
5%
7%
34%
Percentage
10%
16%
14%
22%
9%
6%
4%
3%
9%
7%

Percentage
43.1
22.2
9.0
8.5
10.9
6.1