The Gendered Shift in Skincare: The Role of Masculinity in Contemporary Men’s Preferences and Opinions on Gender-specific Branding Design

Abstract

A societal and cultural shift has occurred in terms of masculinity and needs to be transferred to gender-specific branding designs. In his research, the negotiation of masculinity and consumption and utilization of skincare usage, and the preferences and opinions of said products from a male’s perspective are explored. The study is based on empirical investigations in the form of in-depth semi-structured interviews to uncover the underlying attitudes, opinions, and preferences on various gender-specific skincare products. The sample size consisted of 15 men between the ages of 23 and 27 years old to extend the profoundness of the research regarding younger men. The findings show that contemporary men and their masculine identities allow for minor alterations in gender-specific branding design, that these are necessary due to societal and cultural changes, and that companies offer products and branding designs that are socially accepted. The findings present paradoxes and incongruences among consumers and their consumption, preferences, and opinions on skincare. This resulted in, revelations that skincare is culturally considered to be a feminine practice, skincare knowledge is low among men, and that men still have to negotiate their masculinity to consume and utilize skincare. The findings establish opportunities for minor adjustments that focus on male inclusiveness, convenience, and recognition of every possible touchpoint in the consumer journey.