Gender Perspective in Beauty Products Marketing for Male Consumers

This study examines gender-based aspects of behavior that should be considered when marketing beauty products for male consumers. It aims to develop a marketing strategy for the male cosmetic product line on the basis of male consumer behavior and the masculinity model of the Russian society. The importance and relevance of the research is supported by the growing interest for the cosmetic products of the male audience in Russia. Moreover, due to the oversaturation of female cosmetic market, cosmetic companies tend to look for the new options and they believe that developing the male cosmetic category is one of them. The study found some patterns in male consumers behavior when purchasing different cosmetic products. The model of masculinity that can safely be used in marketing communications in Russia has been established. Based on the results of the research the marketing strategy for the male cosmetic line has been developed.