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Beauty companies should help encourage men to be masculine, according to a cross-cultural beauty survey. Nearly 10,000 people in 12 countries were interrogated about their attitudes to beauty and personal grooming by market research firm Synovate. The survey revealed widely differing views on matters, as varied as product use and the importance of good looks, but one universal theme was the search for masculinity.
Drive to be masculine
“In the end, men just want to be men. What that actually means changes from culture to culture, but the drive to be masculine is near universal,” said Bob Michaels, the U.S.-based senior vice president of Synovate’s Consumer Insights group. Indeed, protecting the idea of masculinity is important in the sale of male beauty products. Overall, 56% of male respondents use products that are specially made and marketed for men, with U.K. and Russian men most likely to pick up male-only products from the grooming aisles.
U.K.-based Synovate representative John Coll said, “Products that are tailored for men will be less embarrassing to use because they won’t carry effeminate associations that products made for women do. The advertising also has to display male characters that are confident about using something feminine and can assure it won’t take anything away from their masculinity.”
Importance of good hygiene