Demands Dilemma And Measures In Marketing Communications Of The Skin Care For Men

With the market of the skin care for women is becoming increasingly saturated., the market for men develops a lot with great potential. However, since the traditional social attitudes and the sex directivity of skin care itself, using skin care by men is always a highly controversial topic. Therefore, the skin care foe men’s marketing Communication toward its target consumers faces lots of dilemmas.My research points are contacting, discussing, purchasing and using these four different consumer behaviors. My questionnaires are designed with these main points. Since women play a significant role in this survey, I designed two questionnaires for the male and female consumers. Then I use SPSS to analysis the data of400questionnaires, including statistics analysis and correlation analysis. Just14%of interviewees contact skin care actively and directly. Most interviewees contact skin care under the influence of female consumers. Discussing, more than85%of interviewees think that male discuss skin care is strange and they never talk about skin care with their friends or relatives.Purchasing, purchasing skin care in skin care store is believed embarrassed by more than70%of interviewees,79%of them buy skin care from super-market and internet. Using, a few of interviewees are used to use skin care, most of them are aged among18to29.65.4%of interviewees are care about the effect of skin care and just11.4%of interviewees won’t use skin care even they are effective.Moreover, in-depth interview is one of my research methods. I chose seven interviewees from three kinds of consumers who are used to use skin care, oppose using skin care and potential consumers.I analysis the dilemmas exist in the marketing communication of skin care for men according to the research of the feature of target consumers’psychology and behavior. Some measures are put forward. Such as paying more attention to the core products based on the skin problem of male, developing new products according to the male’s using habit. Besides, different measures for different genders is necessary. Developing the internet market and paying more attention to the female consumer are effective ways.