The Preference for Male cosmetics: an empirical analysis

Abstract

The market of male cosmetics is believed to become the new blue ocean among the cosmetic industry. However, there are few analytical studies focusing on this market in the existing literature. This article chooses male college students as the target audience and investigates the preference based on the first-hand data obtained from questionnaires. A model of consumption willingness is constructed where six related factors are selected for regression analysis. According to the analysis, simple packaging and common brands are more likely to be favored by male consumers. Subsequently, corresponding suggestions are proposed to cosmetics companies relate to the concepts of the product design and the following strategies. Overall, these results shed light on guiding further exploration of male skincare marketing.