ASIAN

MEN’s
BEAUTY

GROUP 10
MBA20010 - Aravind.S
MBA20014 - Ashok B
MBA20248 - Arun Koshy Shaji
MBA20249 - Jayant M
MBA20250 - Mayuri Bhagwan Bhambire
MBA20305 - Vivek Jiji Varghese
MBA20330 - Nikhil Juneja
MBA20359 - Harsh Kadam
MBA20361 - Priyabrata Tarai
MBA20384 - Akshay Vishnu Kishore
 1-2
CASE SYNOPSIS and
DILEMMA 3-4
INDUSTRY and
INFLUENCERS
Here we talk about the Asian
A brief summary of the case
and the problem statements Market and the major
influencers

5
TARGETING
Segmentation, Targeting
6
TRENDS
Evolution of barbershops
and Positioning

TABLE OF CONTENTS
7
STRATEGY
Collaborative strategies across
8
EXPANSION
Factors to consider for
indutries and countries. expansion into other
Use of technology markets

2
 CASE
SYNOPSIS
The West ignited a change in the stereotypical trend of men not indulging in self
grooming. The associated stigma with this trend was dwindling. Many iconic
personalities paved the way for this industry in the West. This trend slowly moved
into other countries. With technological innovation on the rise in Asia, these trends
were being noticed by the Asians too. Due to the rising number of metrosexuals in
the West, the Asians gained the confidence to express their individuality. Once this
ideology paved its way into the Asian market, the Asian men started mass
consuming the products and grew to become its largest consumers.

HISTO
RY Over the years, the concept of Men’s grooming has been on the rise as many

Case Synopsis
cultural iconic figures from the West embraced their effeminate side. This
caused the fog around the misplaced definition of masculinity to be slowly
lifted. Thus, there was a rise in the men’s grooming industry in the West but
the Asians were nowhere in the scene then. With time, it had become a well-
established concept that gained popularity with a rising number of
ubersexuals and metrosexuals in the West. 3
 CASE
DILEMMA
There is a rise in the trend of men’s grooming industry in
the West. We need to shed light on the reason for the rise in
Asia and how did it move to the East. We have to further
understand the reason for the instant rise in male grooming
products in South Korea. Who are the players causing the
rise as well as the factors affecting this rise?

APPROAC

Case Dilemma
We go overH
the change in We understand the
various consumers and Global expansion
trend and understand the
their psychology plan analysis
Asian market

4
1 2 3
 MEN’s GROOMING
Why were men hesitant to groom in the past?- A
misplaced definition of masculinity and the stigma
against homosexuality. Despite men wanting to groom
themselves and care about their appearance, the societal
pressures and stigma associated with it had caused men to
be very apprehensive.
Q
what are the conditions that allow them do so now?
1
The definitions of masculinity and what constitutes good grooming
has been changed over the years. No more is it considered
feminine to care about one’s appearance. Men embrace their
effeminate side by styling earring, hairbands and various other
products that were once considered feminine.

THE ASIAN
MARKET
Why is ASIA a driver of this market?
Why might this be considered
The definition of what constituted masculinity was different from the West. ironic?
Rather than adopting the Western definition of rugged-looing men with facial Asian men were late to

Asian Market
hair as masculine, the Asians’ had a “pretty boy” image for masculinity which grooming compared to those in
was acceptable. The Asians had come up with their own opinion for what defined Western societies but they are
masculinity. Grooming and fashion did not take on the connotation of one’s making up for it by becoming
sexual orientation in Asia which helped the stigma associated with such products. much more aggressive in
adopting their products and
Asian men’s grooming became more than just wanting to look clean and good.
services.
This caused a very bold and quick adoption to the products, making them the 5
drivers of this market.
 INFLUENCERS
Q
 
2 What is a ‘lead’ market?
“Lead” market is a market that originates from an influencer. This
influencing player sets the trend and other players follow suit. The
influencing player’s attitude and actions have the power to change the
perception of the trend among other players.

 Why is South Korea acting in that capacity in the men’s grooming industry?
Despite being a small country, South Korea houses some the most iconic personalities in
various fields. From its soap operas (called K-Drama), pop music (K-pop) to women’s
beauty products (K-Beauty). They were extensively marketed by famous celebrities to

Influencers
gain high exposure. The boy band BTS also gained presence in the West. They took
male fashion to the next level with their bold, off-beat and never to be witnessed before
- fashion sense. The people were easily influenced by these classic icons and this soon
caused a trend. At South Korea there was a need to look good to compete for survival.
This extreme sense of competition caused the demand for men’s grooming products to 6
boom.
 TARGET
Q3,6 SEGMENT
STP Analysis
Assume you are the CMO at AmorePacific. You are developing a
Using South Korea as a benchmark, what are the segments new line of natural lip gloss for men. Which segment will you
within the men’s grooming market and how would you target among those presented in the case? Will you use a new
differentiate the marketing strategy between these segments? brand name or extend it from a women’s line?

JOOBAEK
Product: Lip Gloss
Metrosexuals Ubersexuals YUMMY
  & NOMU Product Outline: A fashion accessory mostly wore by women
social class socially involved socially stand apart
middle-aged
swagger
young urban slick
male Segment: Done by psychographic and Behavioural
lifestyle inspired by icons
follow experience new attitude of lavish expenses on differentiators
and reason shopping alone grooming products
Target: Ubersexuals - Their need for quality arises from their
concerned with concerned with believes in being
Psychographic
values
upkeep of trends quality
self-indulgent
single & conceited need of expression and not from their desire to portray their
personalit emotionally
enjoys doing self-
rewarding
took good self-care style to the outside world.
emotionally vacant and spurred by
y available activities without
current pop culture Positioning: A gender neutral product that is trendy, important
guilt
social
strong presence but
and in line with the current happening
media huge presence limited highly active
not obsessed
presence
conscious about
awareness
decisions being doesn't care about need for physical aware of their need Using a new brand name will only deteriorate the value of the
affected by
externalities
perception self-expression to be pampered
product as our targeted segment is not bothered about it being
Behavioural
follows the current self-demanding hair high end-salons and unisexual. So the extension of a popular identifiable brand is
likes self-rewarding
hip and trend styles the likes
the way to go.
7
 CHANGING
TRENDS Q
4
Barbershops
Why are the reinvented barbershops important as retailing venues for men's
grooming?
The general notion of a traditional barbershop is that very limited services and facilities are
available such as trimming, shaving and haircutting.
The differentiating factors between a traditional barbershop and a reinvented one are as
follows:
• The needs of metrosexuals are much more than a plain and simple shave / haircut. They
are on the lookout for more details products like highlights, perm and hairstyles
• High levels of interactions with other like-minded men was possible in the new
barbershops
• The reinvented barbershops offered full blown beauty salon services such as customized
grooming that matches with one’s face type, hair or even profession
• Recommendations on fashion and diet was also provided as service which contributed to
increasing the importance of reinvented barbershops amongst men
• Consultation about skin and hair were also being given in the reinvented barbershops
• The concept of dressing up to become the trendsetters drives people to the reinvented
barbershops 8
 STRATE
Q GY
5
How can success in men’s grooming be achieved and sustained by
using technology and cross-country or cross-industry
opportunities?

Technology
Smartphone apps with which users could simulate the
Cross-Country 11 apps of different make-up products to see how their
Cross-Industry
appearance may change
• Asians collaborating with talk
• Collab with other life style products Vlogger competition on Instagram where user’s post their
show hosts of various shows in the 2 proposals for various makeup artistry challenges
West. using murals, posters, banners,
• Breaking the stereotypical magazines Using tech to connect with dermatologists to address skin
• Collab with F&B industry to serve 3
differences of masculinity by problems and find the right product accordingly via online
introducing more TV commercials alcohol and other beverages for a chats
with Asian men wholesome experience
• Collab with the hospitality industry 4 Social media influencers to perform “lead’ marketing –
• Creating an Asian Icon in the West Digital marketing
• Sign up BTS for world tours and to provide free massages
Use of analytics and e-commerce trends to predict future
• Make celebrities a brand 5 purchase behaviour
ambassador for men’s grooming
product Ex- Lee Minho Use of AI to inform the customer of his next haircut, shave,
6 skin care, etc

9
 EXPANSIO
Q N PESTLE
7
The recent sentiments are to avoid racism and skin colour differentiation. This has political consequences in the country. Launching a
POLITICAL

skin product must be done in a way that won’t differentiate the target segment from others. Several brands making cosmetic uses
imported ingredient, and in the current political scenario and increased jingoism which hampers the product growth

ENVIRONMENT
Almost 90% of cosmetic products use microplastic as SPF (sun protective factors). These microplastics are not been treated by

AL
any chemical method and ultimately reaches the ocean. This has a long lasting impact on the marine biodiversity

There are people of different skin types, diverse cultures and origins. The demand for skin product is different In India
SOCIAL

different countries. In India, men are preferring to sport beard than stay clean shaven. One product fit all cannot succeed in
countries which is racially diverse.

TECHNOLOGIC
The use of technology can change the entire industry. With the age of digitization and analytics, customer details, behaviour and

AL
trends can be predicted to suggest products, setup appointments, track progress, etc

The industry deals with controversial products and can always be subject to constant inquisition. Small changes can hurt a
segment’s sentiments and the matter would escalate to the legal authorities. Racism and its accusations being on rise can somehow
LEGAL

get the product onto the court Ex - Emami Fair and Lovely, found its way to the Supreme court of India due to the word Fair in its
brand name

ECONOMICAL
The market for grooming product and cosmetic for men is rising at a fast pace. Increasing disposable income in urban and semi
urban areas will compliment the demand for such kind of products. Profit margin is also considered good as cosmetic products 10
have an image of a luxury product.
 HOFSTEDE’s
INSIGHTS
Masculinity acc. to Hofstede
A high score indicates that the society will be driven
competition, achievement and success
A low score(Feminine) means that the dominant values
in the culture are caring for others and quality of life.

South Korea scores 39 and is considered a Feminine society. People

strive to achieve more equality, consensus, solidarity and quality in their
working lives. This corresponds to the premise of the case as to why
South Koreans set the trend and how their cultural behaviour and
psychology shapes the men’s grooming Industry.
India and Japan are high on the masculinity chart and are not so open 11
to embrace the feminine side of things with as much ease as South
Korea.
THANKS
 CREDITS

This is where you give credit to the ones who are part of this project.
Did you like the resources on this template? Get them for free at our other websites.

CREDITS
◂ Presentation template by Slidesgo
◂ Icons by Flaticon
◂ Infographics by Freepik
◂ Images created by Freepik - Freepik

13