A Study on Consumer Behaviour with Reference to Male Skincare Products

This study examined the changing purchasing behavior of male consumers in the cosmetics sector, which has been traditionally female-led. The men's use of skincare was a factor of increasing awareness, health/lifestyle change, and digital marketing. This paper discerned the influences of male consumer purchasing behavior of skincare, including other areas of online marketing, influencers, product formulation and demographic factors. The data generated by the 170 (male) survey respondents and analyzed using SPSS in the analysis of the data indicated that there was a strong effect on the purchasing behavior of males with regards to natural, chemical free product formulation and from the role of influencers. Males are also inclined toward e-commerce websites due to the convenience and transparency. The findings suggest to brands, invest the time and energy into branding based on clean ingredients, consider being more personal digitally, skin type specific products appeal, and put more weight on relationship with the consumer, as this will be paramount in the future.