Deep Consumer Insights - Men's Grooming

MEN’S GROOMING

Team Kleen: Carolina Cheung, Jana Goodbaum, Peter Donnan, Shalini Sahi, Tim Whelan

BACKGROUND

Men’s skincare is one of beauty’s fastest growing segment Men’s habits revolve around shaving Men change grooming habits in accordance with life stage

Gay men have used skin care products before popularization

QUESTION Why is the Canadian men’s grooming segment declining despite increase in demand for skin-care products?

QUESTION Why is the Canadian men’s grooming segment declining despite increase in demand for skin-care products?

GOAL Gain insight into Canadian men’s grooming habits in order to understand… ● The effects of the second “grooming milestone” which is marriage/cohabitation and how this milestone impacts men depending on their sexual orientation. ● Men’s perceived barriers to purchasing and using skin-care products and whether these barriers are perceived based on their relationship status and sexual orientation.

OUR HYPOTHESES

1

A man’s living arrangements has a major influence on his relationship with skin care- where a man who lives with a romantic partner has different skin care regimen than one who does not.

2

A man’s sexual orientation has an effect on his skin care habits where heterosexual men are more reluctant to use skin-care products due to the association with femininity.

FIELD TESTING Living with a romantic partner

Living without a romantic partner

Heterosexual

3

3

Homosexual

3

3 Total number of respondents: 12

Bathroom Tour

Comfort Area Session

•

Understand grooming routines via walkthroughs

•

Understand men’s perspective on value of looking good

•

Observe artifacts used daily

•

Dig deeper on education of skincare

Assumption: Men’s grooming habits take place in the washroom

DISCUSSION GUIDE Skincare Routine

Education on Skincare

Value of Products

Looking Good

Closing

Bathroom Tours

INSIGHT 1: Men just want to look “good enough” When it comes to skin care men feel that they must meet a certain standard

Problems with skin such as dry skin or acne bring men below the threshold, and seek skin care to look “good enough”

Once they reach that standard they are good enough and further effort is a waste of time.

Gay men where more likely to attend a skin care regime as their standard was more difficult to maintain

Gay men felt that they had higher standard, but still felt they had reached their own standards

All men preferred to see visible results of their skin care regime which is a barrier for preventive skin care

INSIGHT 2: Aspirational skin care is stigmatized Men wanted to avoid seeming to care too much about their image and skin

Others thought paying too much attention to skin care was seen as feminine

Some products like face mask and makeup where either avoided or used in secret

Gay men were less vulnerable to the stigma as straight men and could experiment with products more

To be overly attentive to skin care was thought of as in-authentic

Gay men were still wary of being fake or too feminine

INSIGHT 1: Men are under-educated re: skin care Men don’t know “what’s normal” for skin care

Only when they feel that their skin has dropped below “good enough” point will they seek info

Pick up habits by emulating other men’s behaviour

Men are willing to try new products in order to solve a problem

Because they didn’t talk about it when they were younger don’t talk about it now

Living with a partner increases availability of skin care products to try

PERSONA 1 I spend my weekdays working really hard and tend to get home late. So I don’t have too much time to spend on a skincare regimen. But my face is integral to my appearance- so I need to take care of it. Honestly, I feel a lot of pressure to look good- for my colleagues, friends…even my boyfriend. I think gay guys hold ourselves to a higher standard than straight guys.

So while I keep my routine pretty low key during the week I make sure to set aside time for skin care every Sunday (I call it Sunday spa day.) I know I should wear sunscreen to protect my skin from sun spots and wrinkles, but it’s hard to motivate myself when I can’t see any problems now.

• Name: Jeff • Age: 35

• Status: Gay with partner • Profession: Research Analyst

“I see a low incremental benefit from trying new products. I won’t make time for them if I’m not going to get anything out of them.”

“You have to be the full package when you're gay. Other gays are judging you.”

PERSONA 2 I used to think about skin care a lot as a teenager because I had a face full of acne. Once that finally cleared, I could stop taking care of my skin. I feel good about my skin using virtually no skin care products- so what would be the point of using any?

Someone would have to tell me the benefit of using a product, and then I would consider it. When a problem does come up, I take care of it. Like if I am very dry in the winter I will use a moisturizer, and if I get a big blemish I will use a drying cream for a few days- but then it’s back to nothing. I think my face gets clean in the shower because my shampoo gets on it. I am totally satisfied looking “good enough.”

• Name: Alex • Age: 27

• Status: Straight with partner • Profession: Marketing Manager

“When I had acne I used to look in the mirror and see all these spots that I wasn’t happy with.

Now it’s not 100% perfect, but I don’t care at all.

It’s such a big change from how it used to be that I am very satisfied.”

Marketing Opportunities

Start a conversation

Educate early

Celebrity Endorsement

Thank You

Discussion guide Skincare routine • Tell me about your grooming regimen/routine • Have you noticed any changes throughout the years?

• How do you compare with those around you?

• Are you satisfied with the amount of time you spend on skincare?

Education on skincare • Tell me about the last time you tried a new skincare product • Do you feel you should be using anything you are not? Tell me about your comfort zone • If you had to go buy a new product, walk me through the selection process • Imagine if I gave you $50 to spend on skincare products, where would you go and what do you search for?

Looking good • Tell me about the last time you felt really good about how you looked • Tell me about the last time you felt embarrassed or uncomfortable with how you looked • What does it mean to look good? What makes you feel good about the way you look?

• Are there barriers to you looking and feeling good?

Value of products • Are you happy with how much you spend on skincare? Do you spend enough, too much or not enough money on grooming?

• Would you chose $50 to spend on skin care, or $25 cash to spend on anything

Closing • What is the biggest factor stopping you from taking better care of your skin?

• How do you think your attention to skin care will change as you get older?