Fair and Handsome: Is Vanity catching up with Indian Men?

Abstract

Till recent times, cosmetics and allied pursuits have been the main domain of women. Of late, men have also started looking at cosmetics and grooming products with greater favour than before. The current range of grooming products for men extends beyond the traditional after-shave lotion and deodorants. The objective of the paper was to explore the attitudes and perceptions of men towards cosmetics and grooming products and to understand the reasons why men purchase and use cosmetics and grooming products. A mix of qualitative and quantitative techniques were used for understanding the outlook and usage pattern of cosmetics by men. Results revealed that men are increasingly aware of cosmetic trends and products but this awareness does not always result in acceptance. Men look for easy to apply, non-messy cosmetics. Online shopping is the preferred route. There are men who value grooming and are not afraid of visiting the salon to get the best in terms of experience as well as variety.