Skincare

For Men
Case
Study
How much do you know of this target market?
Is consumer behaviour different for men vs women?
What are the latest trend affecting this industry? This
market segment?
Watch this video and tell me what you learnt?
 Purchase Involvement

1. Which level of purchase involvement would

apply for the purchase of Clinique cosmetics for
women versus men? What are the implications for
Clinique given the understanding of their
involvement process?
1. Which level of purchase involvement would apply for the purchase
of Clinique cosmetics for women versus men? What are the
implications for Clinique given the understanding of their
involvement process.
Women would adopt habitual decision-
making - those who are brand loyal and
those who indulge in repeat purchase.
Women who are long-term customers of
Clinique who has been using their products
faithfully for the daily cleansing. Those who
found the products useful in helping to keep
their skin clear, smooth and moisturized will
go into purchase immediately without much
information search. Thus for Clinique, to
get their female customers to re-purchase or
try new product lines would be an easy task
for the brand as all they need to do is to
provide trial packages and a little personal
selling from the salesperson to get them to
get them to buy more from the brand.
Clinique must recognize that most men,
the decision-making process is likely to
fall into extensive decision-making.
Most men may not even recognize that
there is a problem with their skin and
facial complexion and will not even
consider taking the time to use cleansing
creams and lotions for themselves.

Thus Clinique needs to first get men to

recognize the problem – that they need
to take care of their skin daily with
lotions and weekly with mask to look
youthful and attractive.
 Problem Recognition

2. How can Clinique activate problem recognition

among men for skin care products? Suggest three
marketing strategies Revlon can use to activate
the need for skin care by men.

Video: Your skin with and without Bettr Men’s Skincare

2. How can Clinique activate problem recognition among men for
skin care products? Suggest three marketing strategies Revlon can
use to activate the need for skin care by men.
 Problem recognition

An actual state decision is where

existing product solutions do not
satisfactorily meet the existing
need

A desire state decision is

where the desire for
something new may trigger
the decision process

Must get men to question whether their actual state coincides with
their desired state – skin care for men will make them more
groomed and professional and admired by others (desired state)
and remove pigmentation, wrinkles and eye bags (actual state)
 Types of consumer problems
n Active problem
n A problem the consumer is aware of, or will become
aware of, in the normal course of events.

n Inactive problem
n A problem of which the consumer is not yet aware

‘The marketer will often create a problem for the

consumer that is initially inactive that gradually
grows into significance for the consumer through
repeated media exposure..’
Strategies to Activate Problem
Recognition
n Clinique need to provide extensive information to
encourage men to find out more about the cream,
let them test it out and be able to realize the
benefits of daily cleaning.
n Packaging it with the female cosmetics (to get
their girlfriend or wife to buy)
n Offering their sample products with bank
statements. Vouchers can be attached to entice
them to return to the store to buy more products
from Clinique.
n To reduce post-purchase dissonance, Clinique
can offer 30 days money back guarantee that
their skin condition will show an improvement.
 Attitude

3. Requiring many men to use skin care

products would require a significant attitude
change. Which attitude change techniques would
be most appropriate?
Components of Attitude
Cognitive
• Knowledge and perceptions acquired by a
combination of direct experience with the
attitude object and info from various sources

Affective
• A consumer’s emotions or feelings about a
particular product or brand

Conative
• The likelihood an individual will undertake a
specific action or behave in a particular way
with regard to the attitude object
4-13
 Application to Skin Care Products
for Men
n Limited knowledge
about skin care
Cognitive Components products
n See skin care products
as only necessary for
women
n It is too feminine for
Affective Components man to use skin care
products
n I do not like using
creams on my face

Behavioural n It is troublesome to use

and too complex to
Components
learn how to use 4-14
 Attitude-change Strategies
n Change in beliefs or improved knowledge base
will have a subsequent influence on affect and
behaviour
n change the beliefs about the attributes of the
brand
n change the relative importance of these beliefs
n add new beliefs
n change the beliefs about the attributes of the
‘ideal’ brand

Copyright ã 20.11 McGraw-Hill Australia Pty Ltd

PPTs to accompany Consumer Behaviour 6e by Quester, Pettigrew & Hawkins 11-15
 Attitude-Change Strategies (cont.)

n Affective component
n classical conditioning
n positive affect towards the advertisement
n mere exposure

n Change affective component

n involves changing the consumer’s ‘feel’ about a
product, without necessarily directly influencing
their beliefs or behaviour

(cont.)
Copyright ã 20.11 McGraw-Hill Australia Pty Ltd
PPTs to accompany Consumer Behaviour 6e by Quester, Pettigrew & Hawkins 11-16
 Attitude-change strategies (cont.)

n Change behavioural component

n Alter the purchase behaviour or consumption
behaviour directly, which may in turn lead to a
change in belief or affect
n Change in beliefs or improved knowledge
base will have subsequent influence on affect
and behaviour
n Operant conditioning
n sampling (trialing)

Copyright ã 20.11 McGraw-Hill Australia Pty Ltd

PPTs to accompany Consumer Behaviour 6e by Quester, Pettigrew & Hawkins 11-17
Strategies for Attitude Change
Change Beliefs
& Liking : how proper skin care
n Limited knowledge could lead to both
about skin care social and career rewards
products
for the men
n See skin care products
as only necessary for
women Positive Attitude
n It is too feminine for
man to use skin care
products Change Behaviour:
n I do not like using a mask in liquid form
creams on my face that could be applied
on the face overnight
n It is troublesome to use and requires only water
and too complex to to wash off in the mornings
learn how to use
 Motivation

4. Using Maslow’s hierarchy of needs model

identify which motives Clinique should use to
appeal to men in promoting its new line of
cosmetics for men.

Video: Why Korean men are buying and using more cosmetics
 Maslow’s hierarchy of needs

Self-actualisation
(self-fulfilment)

Ego needs
(prestige, status, self-esteem)

Social needs
(affection, friendship, belonging)

Safety and security needs

(protection, order, stability)

Physiological needs
(food, water, air, shelter, sex)

Copyright ã 2011 McGraw-Hill Australia Pty Ltd

10-20 PPTs to accompany Consumer Behaviour 6e by
Quester, Pettigrew & Hawkins
Identification of Maslow’s Hierarchy
of Needs to Skin Care for men
q To appeal to men, Clinique should go beyond the basic
needs of keeping the skin clean (physiological need) to
emphasize the importance of looking good for higher level
needs.
q As mentioned in the case, the advertising messages must
emphasized that career may be enhanced if the man look
groomed, young and energetic. This will appeal to their
esteem needs.
q Attractive men are also successful in social circles as more
women will be drawn to man who looks after themselves
well. Social and ego needs are met when they received
admiring glances and compliments at their workplace.
Application of Maslow’s Hierarchy of
Needs to Skin Care for men
n Skin care for men can also be positioned as
products that appeal to the esteem as it
allows him to compete with other men not
only in career progression but also in looks.
n To appeal to social needs, advertising for
this new line of skin care can show rejection
by pretty women before he uses the skin care
products and social acceptance after he uses
the product line.
 Learning Theories

5. What learning theories would you use to teach

your target market to take proper care of their
skin?
4-24
Operant conditioning
n Trial precedes liking
– reverse is often true for classical conditioning
– product sampling is an example of this type of
learning

Youtube video:
Skinner’s operant
conditioning

Copyright ã 2011 McGraw-Hill Australia Pty Ltd

PPTs to accompany Consumer Behaviour 6e by Quester, Pettigrew & Hawkins 9-25
Application of Operant Conditioning
Theory to Promoting Skin Care to Men
n If Clinique promote the use of its product line through
spa centers and massage service outlets, most men
would be willing to try the products as long as it is
done as part of the bundle of services they have
signed up for.
n Once they experienced the smoother skin and
received comments from others (staff of the spa
should be trained to compliment their clients on
looking younger), they will likely be willing to
purchase the full range of product line from the spa
centres.
n Sample packs can also be placed in high class
lifestyle, golf and technology magazines for men to
try their easy to use skin care products.
 Cognitive learning (cont.)

n Vicarious learning/modelling
n Observe others' behaviour and adjust
their own accordingly
n common in both high-involvement and low-involvement
situations

Applications of
Vicarious Learning:
• Testimonial Evidence (HSBC)
• Group Influence (Opinion Leaders)

Video: Hada Lobo won men with disruptive content marketing 4-27
Application of Vicarious
Learning/Modelling to Skin Care
n Using advertising messages, Clinique can use a
famous celebrity like Tom Cruise or Brad Pitt to
position the product line as products that help support
him to be winners in love, career and life. Clinique
could also get well-known successful businessmen to
endorse its products – through modelling, the
consumers may observe the ‘rewards’ associated
with looking good to success and consider initiating
the decision-making process for a skin care routine to
stay well-groomed like the models in the ads.
 Branding Decisions

7. Should Clinique use its existing brand

name or adopt a new brand name?

Video: Singaporean men love their ……

 Example of
stimulus
generalisation
to launch a
new product

Copyright ã 2011 McGraw-Hill Australia Pty Ltd

PPTs to accompany Consumer Behaviour 6e by Quester, Pettigrew & Hawkins 9-30
Applying concept of stimulus
generalization
n A study should be conducted to determine
whether Clinique the brand name is seen as
feminine given its long history in promoting
female line of cosmetics. Its advertising has
also been consistently focused on pictures of
glamorous women and makeup.
n Thus stimulus generalization by using the
Clinique brand name may not be wise.
 Applying concept of stimulus discrimination –
Develop a new brand name
n Give the man’s line of skin care a new brand name that gives
it a masculine personality while emphasizing the advantage
man will receive in using its product line. A brand name like
“Advantage For Men” would appeal more to man.
n However, in promoting the product line to its female
consumers to encourage them to purchase the new line of
skin care for men, Clinique could ensure their female
consumers are aware that this new brand were developed
using the expertise of their company. Thus their brand equity
could still be tapped on without affecting the image of the new
brand.
n By adopting a new brand name, if the new brand for man fail,
it will have little negative impact on Clinique brand name and
female cosmetics line. If it succeed, it will bolster the sale of
this new brand through their existing female consumers.
 Household Structures

8. Identify the household lifecycle stage

Clinique should target.
 Household Lifecycle Stages
! People consume different products over their
lifetimes.
! At different stage of their household lifecycle,
buying behaviour changes as priorities
change.

Single,Carefree Courting 20s Full Nest Empty Nest

Teens

13-34
 Household Lifecycle Stages
& Influence on Consumption
Stage Priorities Major Purchases
Teens & Early Self, socialising, Clothing, hobbies,
20s education recreation
Courting 20s Pair-bonding, Entertainment,
career furnishing
Full Nest: 30s Children, family Children’s food,
– 50s clothing, education
Empty Nest: Self and others, Investments, travel,
50s – 70s relaxation hobbies
Sole Survivor: Self, health, Health-care services,
Copyright 2007 McGraw-Hill
70s – 90s
13-35
loneliness PPTs t/a Consumer
diet,Behaviour
TV, books 16 Neal,
5e by Quester,
Slides prepared by Dr Wa
Household life cycle/social stratification
matrix

X X

X X
X X

13-36
Single 1 and Single II target segment
n Age and marital status probably plays a significant
role in consumption of skin care products among men
- it is Singles I (18-24) and Singles II 25-34 age that
are likely to be the biggest consumers of skin care
products for men.
n These are likely to be the metrosexuals (new age
men who are more conscious of their looks) and do
not mind spending money and time on skin care to
look good.
n These single men would take effort to look good so
they can be attractive to the opposite sex. However,
this segment may be consumers who have already
tried and are using existing products from other
brands.
 Delayed Full Nest I target segment
n Thus it would be better for Clinique to target the 35-44 age
group with emphasis on anti-aging products, eye creams and
mask that reduce fine lines and wrinkles
n Clinique should target the professionals and managers who
have to meet their clients regularly and thus understand the
importance of looking good. The advertising message that
looking good would advance their career will appeal to them.
n Majority of men in this 35-44 age segment are likely to be
married with children – Clinique can thus rely on their secret
weapon: the wives of these PMEBs of whom some of loyal
consumers of Clinique’s products. Thus, Clinique can
promote the new line of men’s skin care by providing free
samples or packaged male and female range in a bundle
deal that encourages wives to purchase for their husbands
as gifts.
 Cross-Culture

9. What cultural issues must you consider

if Clinique introduces the new line to
Japan?
Why Study Culture?

4-40
 3 Broad Cultural Classifications
n Other-Oriented
n Individualism vs collectivism
n Competition vs co-operation
n Environment-Oriented
n Performance vs status (achievement vs ascription)
n Risk-taking vs security
n Problem-solving vs fatalism
n Tradition vs change (conservative vs modern)
n Self-Oriented
n Materialism vs non-materialism (acquisition of wealth)
n Hard work vs leisure (admire hard work?)
n Sensual gratification vs abstinence
n Humour vs seriousness (Is humour acceptable?)
16-
41
Cross-Culture Differences in Japan
n More importantly the value system in Japan is
quite different from those in USA. While
achievement is emphasized in USA,
ascription is valued in Japan. Thus the
appeal that looking good can advance one’s
career may not hold ground in Japan as the
work place is very hierarchical and it is
through seniority that one gets promoted.
Non-verbal
The company must ensure it does not
communications use sexual images or scenes of sexual
interaction between male and female
n Time too openly as these are considered
n Space inappropriate public behaviour between
even between husband and wife.
n Friendship Japanese are more conservative and
n Agreements traditional in their views on
relationships and thus modern images
n Things
that openly flaunt the images of women
n Symbols attracted to men using Clinique skincare
n Etiquette products – touching their face in
affectionate manner may be accepted in
USA but not suitable for its advertising
campaign in Japan. 16-
43
 Advertising Messages

10. Designing advertising messages that

can appeal to men based on emotion and
personality?
Types of emotional states

Copyright ã 2011 McGraw-Hill Australia Pty Ltd

PPTs to accompany Consumer Behaviour 6e by Quester, Pettigrew & Hawkins
10-45
Use of Desires and Humour
n The use of emotional appeal can work to
show how a man using Clinique’s new line of
Advantage will receive admiring glances from
others thus fulfilling desires.
n Humour (Surgency) is also a good
emotional appeal to use as Clinique can use
light-hearted stories to show women literally
falling all over on meeting a man who uses its
Advantage skin care line (borrowing the ad
on jeans where those who saw the jeans got
knocked over)
47