Comparative Study of Sales Promotion Activity of Selected Cosmetic Companies of Selected Men s Cosmetic Products

Abstract

In the recent year it has been witnessed immense popularity of men s skincare, beauty and cosmetic products by attracting men consumers of all age groups. The overall world s population was around 7.7 billion in 2019, of which 50.4% are male, which provides manufacturers excellent opportunities to target men s skincare and beauty products, and this in turn, is expected to boost the growth of the men s skincare products market over the forecast period. Additionally, changing men s attitudes towards skincare products and their benefits have led manufacturers to develop new products, specifically for men. An emerging trend in the men s skincare products market has been an increasing number of key players appointing various celebrities from the field of sports and films to endorse their products, with an objective to influence customers. Beyond the peer pressure of dealing with acne breakouts at puberty, men have been conditioned to not give as much importance to skincare issues. For many men, the simple act of walking into a store to choose products for themselves is loaded with stigma. Awareness surrounding health consciousness are some of the major reasons that compel consumers to choose natural and organic personal care products. To target this untapped group, companies are developing new products with natural ingredients, which in turn, is expected to boost the demand for men s grooming products also beauty and skin care in the near future. With a wealth of male oriented brands in the marketplace and an increasing number of men engaging in grooming regime, the men s skincare products market is going from a non-entity to multibillion rupees business. As male consumers are no longer limiting themselves to traditional men grooming products which includes beard grooming, hair care, manufactures are prioritizing new product launches, aggressive marketing, and subscription box services. In addition, rising number of Indian cosmetic brands who are booming in the FMCG market. newlineHowever, similar to beauty and fashion indust