The market for men's personal grooming and hair styling products is booming. But with more product options than ever currently being targeted at male consumers around the world, determining and formulating the products that will best suit their individual styling preferences and grooming habits can be a daunting challenge.
Male Fundamentals, a strategic concept created by AkzoNobel Personal Care, is designed to help formulators become better acquainted with this dynamic and growing styling segment. At AkzoNobel Personal Care, extensive consumer research was conducted to explore the styling needs, product preferences and grooming habits of male consumers across the globe. Men from America, Asia, Europe and Latin America participated in the study, which increased the understanding of:
• Men's needs related to hair grooming and styling products.
• The motivation behind their current styling product purchases.
• The desired consumer experience related to men's styling products.
• The tips, tricks and language used by men in each global region to articulate achieving the perfect style and look.
• How ethnicity affects product perceptions through the use of focus groups.
"We paired the findings of our consumer study with AkzoNobel's formulating expertise to create 12 new styling formulations designed to meet the specific needs of male consumers in America, Asia, Europe and Latin America," stated Laurie Marshall, global marketing manager, Personal Care Applications. "Knowing the styling preferences and grooming habits of male consumers in every major market is essential to formulating new styling successes."
