Is this really a market segment or a term used to describe people of a specific genre? Well is could be both. But in terms of cosmetics and personal care, it is an important area that is seeing much activity in recent times. When talking about the Metrosexual Male as I will focus on here, we mean men who position themselves as high class and well to do such as famous athletes, media personalities, etc. These men pay very close attention to their appearance and image and that means wearing the latest fashions and buying and using the latest cosmetics and personal care products. If we consider this as a legitimate market segment, it is very much on a global scale - very prominent in large cities and well established markets such as in Europe and continually growing in smaller emerging markets such as in Latin America.
For instance in Peru, a fairly large cosmetics market and fifth overall in size in all of Latin America, the major trend is towards personal image and metrosexual fashion. This trend is prominent in the mid- to upper-income groups but slowly spreading to smaller rural areas of the country. With the value of the men's personal care market of US$ 6 million and posting double digit growth, this is a very significant market. These trends have been observed not only in Lima the capital city, but also in lower-income non-coastal provinces, which represent 55% of national sales. Products are sold mainly through department store chains such as Ripley's in Lima. Prominent celebrities are being used to promote the metrosexual market such as Tiger Woods shown here playing his sport of golf and meeting another metrosexual, Barack Obama.
Any market that sees high percent growth in the male cosmetics market shows that move towards metrosexual thinking. This is true for countries like Brazil, the largest market in Latin America as well as Venezuela, one of the smaller markets in Latin America. In Europe, metrosexual... [continues]
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(2011, 03). Mens Grooming Product Industry. StudyMode.com. Retrieved 03, 2011, from http://www.studymode.com/essays/Mens-Grooming-Product-Industry-609561.html
"Mens Grooming Product Industry" StudyMode.com. 03 2011. 03 2011 <http://www.studymode.com/essays/Mens-Grooming-Product-Industry-609561.html>.
"Mens Grooming Product Industry." StudyMode.com. 03, 2011. Accessed 03, 2011. http://www.studymode.com/essays/Mens-Grooming-Product-Industry-609561.html.