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Will men in Portugal wear make-up in the future?
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Resumo(s)
This work project aims to:
1) Explore weather men in Portugal will wear make up in the future;
2) Analyze changes in male grooming from the beginning of the 1900´s until the
present time.
3) Analyze how cosmetic brands are branding to men.
In order to be able to answer the questions above, secondary data was collected in
the form of consumer studies and research, newspaper articles and other literary
material. Since this market is still in a developing stage. It was very difficult to obtain
academic papers on the subject of male make up. Then, in order to obtain primary data,
it was therefore essential to conduct exploratory research. This research is the essence
of the work project as it enabled me to have a privileged and detailed outlook on male
attitudes towards make-up and grooming products in general, regarding the Portuguese
market. In order to do this, I carried out in depth interviews as part of my exploratory
research and concluded that although men in Portugal have gone a long way in the
grooming process, especially in the last few years they are still very negative towards
the idea of wearing make-up.
Considering this, cosmetic companies should therefore be alert to this potential
market and analyze it thoroughly before introducing male make-up products in the
Portuguese market.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Palavras-chave
Male consumption Branding Qualitative research Grooming Cosmetics Make-up