men's beauty routine Hollie, Imogen, Kat and Becca
we will talk about... ... the brand ... our secondary findings
... our primary findings ... project evaluation ... if we had more time
• When • What time of day • Why they use the product
Different ages • Changes what they will use
‘Day in the life of’ …product placement – see if men use it
…think about system 1 + system 2 …what areas do they focus on most?
…beauty vs Hygiene
…what they unconsciously and consciously do and use
original thoughts
Story • How they started off • Middle – when they use/what they use • End – how they finish off their routines The 4 p’s
Breadcrumbs • Objectives • Doings • Findings • Solutions
Personalities • Tribes • How their style reflects their routine • Eg – Hipster = beard grooming
Ethnography • Observe their routines • See what products they use • Order of routine • Priorities
Brand loyalty?
the brand For the: …fun …alterative …quirky …smart …different
secondary findings
paradigm
Brain stormi
secondary
online
secondary ‘Men who are comfortable about their Brain masculinity have begun purchasing stormi products to address a cosmetic need.’
Trend hunter
article
Brain stormi
secondary “1% decline in male grooming products in 2014 was due to the rise of hispters no longer needing a razor! EDGY!� Euromonitor 2015
article
secondary
…Roshida Khanom – Senior Care Analyst
…biggest male blog in 2015 …easy access for men to discover more about grooming …gives insight in products …platform just for men (gives off an exclusive feel)
Brain stormi
netnography
secondary
netnography
Brain stormi
secondary
LIFE WITH MIGS YOUTUBE …male youtuber …talks about male products …1 of few out there …gives advice and reviews
…system 2 is working the most in secondary research Brain stormi Concludes that the male consumer thinks more about his beauty routine than he lets on.
primary findings
qualitative
primary
“our male customers go for...�
10:30pm 8:50am
8:45 am
qualitative
primary
On average we found that men aged 18-25 most commonly used: ...Shampoo ...Shower Gel ...Deodorant ...Toothpaste ...Hair Spray ...Hair Gel/Clay ...Aftershave
8:30am
8:00am 11:30pm
10:30pm
quantitative
experiment
4 boys face wash
1 EXPERIMENT
quantitative
experiment
…system 2 is working the most in primary research Brain stormi Concludes that the male consumer thinks more about his beauty routine than he lets on.
... gained knowledge on male behaviour ... the primary research that took place
... interesting insights
what went well
... group idea generation
... overcame obstacles
if we had more time
hand out samples to men on the street...
quantitative
experiment
...cleanser ...face cream ...eye cream ...soap ... body lotion
open up the pop up store...
quantitative
experiment
...see what the most popular is ...how many men come back ...get feedback from the customers
have a focus group...
qualitative
primary
...what is your morning routine? ...what is your night time routine? ...your favourite products? ...are you open about your regime?
plus a lot more secondary research...
secondary
...journals ...retail environment ...articles ...fashion books ...company reports ...films/documentaries
and overall
SHHH...
it’s a secret! I AM A MAN...
it’s a secret! Men are more AWARE of how much they clean/groom
They use an array of different products That they are willing to try out new beauty products
and men want to keep it that way!
thank you for listening...