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Making himself attractive: the growing consumption of grooming products

Fiona Sturrock (Research Assistant, Department of Retailing and Marketing, The Manchester Metropolitan University, Manchester, UK)
Elke Pioch (Department of Retailing and Marketing, The Manchester Metropolitan University, Manchester, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 September 1998

12146

Abstract

Explores men’s increasing use of grooming products by considering the link between the construction of the male concept under postmodern conditions and the consumption of toiletries. Applies an interpretist research approach, incorporating phenomenological interviewing and emic as well as interpretative group techniques to data analysis. Suggests that men consume male grooming products to alter their body and body image and proposes that through changing this image, the respondents aimed either to create or to alter their “self‐identity”. Also suggests that the respondents consume male grooming products not simply for the tangible benefits they provide but also for the meanings conveyed by consuming them. Concludes that image creation, concerns about enhancing one’s attractiveness, reducing the ageing process and the maintenance of health are factors combined with the pleasure of using grooming products which fuel the current market growth.

Keywords

Citation

Sturrock, F. and Pioch, E. (1998), "Making himself attractive: the growing consumption of grooming products", Marketing Intelligence & Planning, Vol. 16 No. 5, pp. 337-343. https://doi.org/10.1108/02634509810229955

Publisher

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MCB UP Ltd

Copyright © 1998, MCB UP Limited

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