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									Men's Cosmetics Becoming a Bull Market

When cosmetics began disappearing from her bathroom drawer a few years ago, Gretchen Bain, who lives in
Merchantville, N.J., knew the culprit. Her husband, Jarrod.

It turned out that Mr. Bain, 34, a Customs and border-protection officer who is 6-foot-3 and weighs 240
pounds -- and whose uniform includes a 9-millimeter handgun -- had developed a fondness for his wife's
under-eye concealer, which hid his occasional dark circles. He was also swiping her face lotions and mud

''At one point I just started buying stuff for him because I don't want him stealing mine,'' Ms. Bain said. Now
she orders products online for him at, which bills itself as a ''masculine'' and ''undetectable'' line of
cosmetics and skin-care products. His favourites are an eye gel and stick concealer that target dark circles, and
an anti-shine powder that comes (shhh!) in a compact. Whether they admit it or not, more men are using
cosmetics, judging from sales figures and the number of new products arriving on store shelves. But please
don't call it ''makeup'' – cosmetics marketers pointedly steer clear of the term, which men tend to find
emasculating. And the products men are using promise not to add color to masculine eyelids or stubbly cheeks,
but rather to mask imperfections like razor burn and blemishes.

American consumers spent $4.8 billion on men's grooming products in 2009, according to Euromonitor
International, a market data firm. In 1997, the figure was half that -- $2.4 billion.

Among the fastest growing men's segments is skin care, which refers to non-shaving products like facial
cleansers, moisturizers and exfoliants. That category grew more than fivefold over the period, to $217 million
from $40.9 million, Euromonitor said.

While the data suggests more mirror time for men, it doesn't give the full picture. By and large, men's
cosmetics are sold online by companies that fly under the radar of researchers.

Among those brands, business appears to be booming. Menaji, for example, reports a 70 percent increase in
online sales over the last three years, according to Michele Probst, the makeup artist who founded the company
10 years ago.

''People thought it was nuts when I came out with the idea,'' said Ms. Probst, who lives in Nashville. ''But men
have always been very vain and always have groomed, and these are just new grooming tools.''

At 4VOO, a seven-year-old Canadian company, sales have tripled over the last four years, according to Marek
Hewryk, the founder. Its products -- all targeted to men -- include a lipstickshaped concealer called Confidence
Corrector ($34); a Lash and Brow Styling Glaze, applied with a mascara wand ($23); and even an eyeliner

''Women use cosmetic products to beautify, but men have a totally different approach and totally different
goals,'' said Mr. Hewryk, who holds degrees in applied chemistry and biology. ''Men use cosmetic products in
order to cover up or correct imperfections, not to enhance beauty.

'' One argument that men's cosmetics are going mainstream: some men are not even self-conscious about using
them. Jeffrey Lederer, 63, a principal in several investment partnerships and a former Wall Street trader,
openly applies Menaji products -- including a Bronze Star facial bronzing gel, concealer and anti-shine powder
-- after his workouts at a private Manhattan club.

Mainstream beauty brands are listening to men like him. Among the big-name brands that make products for
men are Jean Paul Gaultier, Yves Saint Laurent and Clinique.

(Source: Newman, A. (2010, September 2). Men’s cosmetics becoming a bull market. The New York Times,
3. Retrieved September 29, 2010, from Factiva database.)

Beauty and the Beast

Women may be the vainer sex but men sure are catching up fast. Even macho men have faced up to the need
for basic skincare products like cleansers and moisturisers. And now, anti-ageing creams and health
supplements for men are all the rage. Since the beginning of the year, at least five brands, including Biotherm
Homme, Clinique Men and Lab Series, have launched anti-ageing skincare creams and serums for men. Dior
Homme has just hit the shelves in Singapore with a range of anti-ageing products for men in their 30s.

'Men start noticing their skin changing from the age of 30. When they start to age, it is dramatic,' says Arnaud
Champenois, brand manager for Biotherm Singapore. The company launched Force Supreme Rebuilder, a
serum in a nifty roll-on applicator which targets sagging skin, eye bags and double chins, in April.

'That is when they want to solve the problem and they want something efficient that shows results fast,' he
says, explaining why anti-ageing products are quickly becoming an essential weapon in a guy's grooming

Reporting on the men’s grooming market in Singapore, market data firm Euromonitor International observed
that local men have started to dabble in cosmetics, mainly skincare products, with many of them showing an
interest in anti-ageing ones. “With men becoming more self-conscious regarding their appearance, many took
up skin care products to improve their complexion. It was no longer considered unmanly to use skin care
products, as men became more image-conscious. In addition, an increasing number of male consumers use
concealer to hide their blemishes and other flaws, feeling it important to present their best to others.”
According to figures from the Singapore Association of Perfumes and Cosmetics Distributors, the men's
skincare market grew by 12.6 per cent from 2008 to 2009, compared to an 8.1per cent growth in the women's
market over the same period. With the guys' skincare market taking up only 4 per cent of the total beauty
market, there is plenty of room for skincare companies to muscle in for a bigger share.

Adapted for academic purposes from

Pretty Boys

Many hot-blooded males are leaving their inner John Wayne at the door and dabbing their trigger-fingers in
foundation pots instead. According to a quick interview with 12 cosmetics brands in Singapore, the demand for
male facial products is on the rise and they are offering more products as a result.

Sales staff at cosmetics brand M.A.C, for example, says that the number of male customers they see in a
typical week has jumped from about 10 last year to 20 this year. According to ACNielsen, men spend £65
million each year on skincare products and £278m on hair grooming. Men aged between 20 and 40 spend an
average of £111 a year on beauty products, which is only £27 less than women from the same age group. Still,
guys prefer to draw the line somewhere when it comes to splashing out on that cosmetic stuff - at least for now.
Cosmetics companies say that men prefer their make-up discreetly packaged and with butch names.

For example, Jean Paul Gaultier's Brow and Lash Groomer is a mascara stick that is ingeniously designed to
look like a regular writing pen. And Canada-based 4VOO's vaguely labelled Confidence Corrector is a product
more commonly known to women as concealer. Even the term make-up has been given a makeover. The he-
man prefers titles such as 'men's aesthetic enhancement', according to industry experts. Biotherm Homme's
Power Bronze line of concealer and tinted gel, for instance, is touted as 'instant skin enhancement' instead of
plain old make-up.

Adapted for academic purposes from The Straits Times dated 4 September 2009.

4VOO (, a Canadian company, intends to establish its presence in Singapore after
conducting a research to assess the market growth potential.

Question 1

(a) Provide a background write-up on the company, including a description of its current target market
base on demographic, psychographic and behavioral. You may need to gather information from sources
such as websites, news articles and other publications.

(300 words)

(b) Analyze and explain the suitability of the brand name 4VOO being used in Singapore in terms of
memorability, meaningfulness and likeability.

(750 words)

(c) The brand is relatively unknown in Singapore therefore it is imperative for the company to build its
brand through holistic marketing programs. Discuss how the company can make use of the three themes
of personalization, integration and internalization to achieve its brand-building objective.

(750 words)

Do use and quote the concepts and frameworks from textbook
Marketing Management: An Asian Perspective 5th Edition published in 2009 by Philip Kotler, Kevin
Lane Keller, Swee Hoon Ang, Siew Meng Leong and Chin Tiong Tan


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