RESEARCH AND CONCEPT DEVELOPMENT
2014 INDUSTRY IS WORTH
1.5 BILLION 63% BEING 16-24
FEAR
OF THEUNKNOWN UNKNOWN
UNKNOWN
MACRO TRENDS THE AGEING WORLD REDEFINING MASCULINITY
POPULATION
LIVING FOR LONGER POPULATION OF
60
YEARS AND OLDER DOUBLED SINCE 1980. WILL REACH 2
BILLION BY 2020.
AGEING WORLD
HIGHER DEMAND TO FIT IN WITH THE OLDER GENERATION
FEAR OF THE UNKOWN 50,000 CONSUMERS
“PEOPLE FEAR THE WORST IN THE ABSENCE OF INFORMATION” CONSUMERS BECOMING MORE INQUISITIVE
REDEFINING MASCULINITY MAKE ACHIEVEMENT THE TOP PRIORITY RESTRICT EMOTIONS
AVOID BEING FEMININE FOCUS ON TOUGNESS AND AGGRESSION OBJECTIFY SEX
BE HOMOPHOBIC BE SELF-RELIANT
HAVE A HIGHER SOCIAL STATUS, COMMANDED MORE RESPECT FROM OTHER MEN. ROUGH, AGGRESSIVE, MASCULINE AND
BETTER ROMANTIC LOVERS. FACIAL HAIR
OLDER GENERATION
HIGH PRICE £400
LOW PRICE £10
YOUNGER GENERATION
“
THERE’S A HIGH DEMAND FOR
BEARD OILS
BUT NO BRAND HAS ACTED ON THIS
“
ITS LIKE MARMITE
”
YOU EITHER LOVE IT OR
“
HATE IT
”
INGREDIENTS ARE IMPORTANT -
SYNTHETICS AREN’T POPULAR
CONSUMER PROFILE Age: 28 years old. Profession: Head graphic designer for a successful firm. Style: Smart for work, mixed with smart casual for weekends. Clean cut but with a quirky edge. Pierced ear with a few tattoos. Lifestyle and interests: Music gigs and festivals Plays guitar for fun Visits art galleries Goes to bars with friends Reads books and arts magazines Enjoys keeping fit and eating healthy Keeps up to date with technology and has the latest gadgets Location: Central London, lives in an apartment. Purchasing habits: Clothes from urban outfitters for casual clothing, suits from Hugo Boss and Paul Smith. Skincare from Molton Brown, Fragrances from JO Malone. Media consumption: Instagram, Twitter and Blogs Â
8/10 PEOPLE WANT A PRODUCT THAT
ENHANCES AND TAMES THEIR BEARD.
“
73% OF PEOPLE BELIEVE ORGANIC INGREDIENTS IS DEFINITELY THE WAY FORWARD
”
COMPETITORS WITHIN THE SKINCARE INDUSTRY
COMPETITORS WITHIN THE FRAGRANCE INDUSTRY
INITIAL IDEA