No More Uncle

Asian Men's beauty care in the

forefront of gender-neutral
marketing

Group 5
Asha Narvariya (EPGP-14B-016)
Binoy Thomas (EPGP-14B-025)
Abhishek Prasad Roy (EPGP-14D-001)
Aleesha Mehrotra (EPGP-14D-007)
Joydip Makar (EPGP-14D-036)
Pooja Das Sharma (EPGP-14D-060)
Sri Ram Vishwanath M (EPGP-14D-098)

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 This case discusses an emerging global market trend and opportunity – the
increasing use of beauty products by men, especially those in Asia. “No More
Uncle” captures the emotional motivation behind unappealing and/or older-
looking men to transform themselves. The case also looks at how the beauty
industry may be just one example of a much broader trend and question that
companies need to ask – should they adopt gender-neutral marketing when
approaching their consumers?

Ironically, Asian men were late to beauty care compared to those in Western
societies, but they are making up for it by becoming much more aggressive in
adopting their products and services. No country is a better example of this
than South Korea, which has attained a “lead” market status such as in soap
operas, popular music, women’s beauty products and now even men’s beauty
care. The case introduces segments such as NOMU (No More Uncle), JUBAEK
(Weekend Department Store Warriors), and YUMMY (Young Urban Males) as
well as the ZOOM BOOMERS, a new segment that emerged because of the
Covid-19 pandemic. The case describes an important retailing venue for
beauty care – the updated barbershop, and wraps up with information about
new dimensions on which men’s beauty care can innovate and grow.

Men’s beauty care represents not only an economically viable industry that is
growing almost in double digits but shows dynamic consumer behaviour –
marketing should not stick to centuries-old assumptions of gender or else
significant opportunities will be lost.

Case Summary
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 Past
● Societal norms & cultural differences
● Traditional Gender Roles
● Stereotype & Stigma associated with men engaged
in beauty regimes, discouraging men in open
● Lack of market recognition
● Lack of product diversity
● Lack of awareness

Current & Future

● Emergence of metrosexual, embracing grooming &
personal care
● Increased Market visibility
● Enhanced Product categories & customization available
● Increased campaigns, influencer & social marketing
● Need to look Young, Youth = Ability
● Physical & health awareness

Why were men hesitant to use beauty products in the past and what are the environmental
conditions that now allow them to do so?
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 Why is Asia a driver of this market and ❖ Cultural emphasis on clear and healthy
why might this be considered ironic? skin
❖ K-beauty's influence on skincare routines
❖ Societal and Professional status maintain
❖ Evolving gender norms
❖ Significant population of Gen-Z
❖ Emerging market

Irony -

❏ Late Adopters in this market

❏ CAGR of 8.1% if continued beyond 2024,Asia
has potential to replace Western countries
❏ Historical perception vs current growing
trend
❏ Dynamic nature of cultural shifts
❏ Evolving concepts of masculinity
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Evolution of Grooming Services
● Men today seek more than just haircuts.
● Barbershops with a reinvented model
provide tailored beauty services.
● Catering to specific needs and preferences
of individual clients.
● A one-stop shop for personalized
grooming needs

Personalized Grooming Experience Social Aspect of Grooming

● Growing demand for personalized
grooming services. preferences of
individual clients.
● Men are willing to invest in premium
grooming experiences,
● Barbershops elevate the grooming
experience with unique services.
● Barbershops address the social side of
grooming.
● Men enjoy discussions about lifestyle,
fashion, and personal matters.
● Creates a sense of friendship and
community during grooming sessions.

Why are the reinvented barbershops important as retailing venues for men’s beauty
care?
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 Technology Integration:
- Virtual and Augmented Reality: The use of AR and VR in beauty apps allows men to try on products virtually. This approach
reduces the hesitation associated with purchasing new products and can be especially effective for men who are new to
beauty products or prefer privacy in their shopping experience.
- Example: L’Oreal's use of smartphone apps for virtual makeup trials can be adapted for the men's beauty market, offering a
comfortable and convenient way for men to explore different grooming products.

Embracing the Metaverse:

- Digital Marketing and E-commerce: The Metaverse presents a unique platform for marketing and selling men's beauty
products. Brands can create immersive virtual experiences where customers can experiment with products in a digital space,
breaking down geographical barriers.
- Example: Givenchy, Gucci, and Nars partnering with Nintendo's Animal Crossing to introduce their products in a virtual
environment can inspire similar initiatives in the men's beauty sector.

Cross-Country Demand Exploration:

- Adapting to Regional Preferences: Understanding and catering to regional beauty standards and preferences is key. What
works in one country or region might not work in another, so it’s important to tailor products and marketing strategies to
specific markets.
- Example: The popularity of K-pop and K-dramas in South Korea influencing men's grooming habits can be a blueprint for
targeting markets where similar cultural phenomena have a strong influence.

Sustaining the success

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 Cross-Industry Collaboration:
- Partnerships with Lifestyle Brands: Collaborating with brands in fashion, wellness, or other related industries can create a
holistic lifestyle appeal around a beauty brand. These partnerships can also open up new customer bases.
- Example: The collaboration between HERR barbershop and Timberland, integrating grooming with fashion, shows how
cross-industry partnerships can enhance brand visibility and appeal.

Niche Market Identification and Development:

- Focusing on Specific Consumer Segments: Identifying and catering to niche markets, such as environmentally conscious
consumers or those interested in specific aspects of grooming, can lead to sustained success.
- Example: Carlsberg's line of beer beauty products taps into a niche market by combining men's interest in beer with
grooming, showcasing innovative cross-industry product development.

Customization and Personalization:

- Tailored Solutions and Services: Offering personalized grooming advice and products can significantly enhance customer
loyalty and satisfaction. Using data analytics and AI to understand consumer preferences can aid in this customization.
- Example: Personalized consultations in modern barbershops like HERR, where services are tailored to individual skin and
hair types, demonstrate the effectiveness of customized solutions.

Sustaining the success

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Pros: Pros:
- Opportunity to reach wider Demographics.
- Cost Efficiency with streamlined production.
- Product Diversification.
- Inclusive Pricing by avoiding price differentials Cons:
based on gender. - Loss of Targeted appeal for Brands that mainly
Cons: used focussed strategies.
- Market Perception Risks, where lower prices are - Product positioning may be challenging without
associated with lower quality. gender association.
- Potential Revenue Impact, if past pricing was - Packaging and Branding Adjustments may be
gender-based. required.

Pros: Pros:
- Opportunities for wider distribution. - Inclusivity and diversity.
- Inclusive Retail Spaces. - Positive Brand Image, Loyalty and Trust by
Cons: breaking gender stereotypes.
- Retailer resistance & Educational efforts to train Cons:
staff. - Brand Identity issues for established brands.
- Potential challenges in locating the product. - Require Innovative ways to communicate the
benefits to all genders.

Pros and Cons of using gender-neutral marketing in cosmetics

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