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It’s time for men to groom up!

Marina Sayon (Escola Superior de Propaganda e Marketing (ESPM), Sao Paulo, Brazil and Grenoble École de Management, Grenoble, France)
Luciana Florêncio de Almeida (Escola Superior de Propaganda e Marketing (ESPM), Sao Paulo, Brazil)
Mateus Canniatti Ponchio (Escola Superior de Propaganda e Marketing (ESPM), Sao Paulo, Brazil and Escola de Administração de Empresas de São Paulo, Fundação Getulio Vargas, Sao Paulo, Brazil)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 21 December 2020

Issue publication date: 1 March 2021




This paper aims to systematically review male cosmetics consumption (CC) literature and, given the dearth of research about the topic, especially on Western emerging country contexts, to shed light on the paradoxical behaviour concerning male grooming by empirically assessing the impact of some psychological and demographic antecedents of consumption.


Six hypotheses derived from a systematic review of the literature were tested through structured equation modelling (SEM), based on data of 476 Brazilian men.


The results empirically sustain the positive influence of vanity and masculinity in grooming product consumption, with partial mediation of vanity between masculinity and consumption. Counterintuitively, it also confirms the negative influence of income. Age and marital status are not statistically relevant.

Practical implications

Practitioners should invest in marketing actions focusing on low-income men, who showed genuine interest in grooming products, promoting them as powerful tools to improve appearance and social recognition. Additionally, educational and wellness-related campaigns could be effective.

Social implications

Beyond profitability, economic growth and men’s well-being, the results might affect the whole society through male cosmetics' contribution to blending gender paradigms.


This study focuses on an economically relevant segment that defies the status quo. It is the first to systematically demonstrate the state of the art of male CC knowledge and to illuminate the role of psychological and demographic variables in influencing CC, enriching the literature on appearance, gender and consumption.



This research did not receive any specific grants from funding agencies in public, commercial or not-for-profit sectors. Moreover, no potential conflict of interest was reported by the authors.


Sayon, M., Florêncio de Almeida, L. and Ponchio, M.C. (2021), "It’s time for men to groom up!", Journal of Consumer Marketing, Vol. 38 No. 2, pp. 147-158.



Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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