Make Me Beautiful. Japanese Men’s Personal Grooming Products’ Consumption and Brand Selection

Abstract

Physical attractiveness is an important determinant of a person’s success and fortune in life. This study delves into the underlying factors that drive the consumption of personal grooming products (including skincare and color cosmetics) among Japanese men consumers set against the backdrop of a prevalent metrosexual culture. A qualitative study was undertaken in soliciting consumer emotions, experiences and perceptions as well as in understanding the drivers that lead to purchase decisions and brand choices. The study also reflected that consumerism can develop from popular (and traditional) culture. The findings indicated that brand loyalty does not completely exist as brand choices are made based on convenience and the strong influence from the women. Hence, this presents further opportunities for corporations and brands to work on and develop strategies to fully capture the market.