Young NZ men take to grooming products
In a country besotted with its rugby and rural heroes, use of cosmetic grooming products has become widely accepted by young New Zealand males, according to a University of Otago Marketing Department study.
But having more than five male grooming products in your bathroom vanity is still a step too far in the femine direction for Kiwi males.
The research "Retailing masculinity: Gender expectations and social image of male grooming products in New Zealand" was conducted by Senior Marketing Lecturer and Otago University International Business Programme Director Dr Lisa McNeill and L'Oreal scholarship honours student Katie Douglas. It has recently been published online in the Journal of Retailing and Consumer Services.
"In the past, grooming products have been seen as a feminine area of consumption. Now you just need to look around the supermarket to see there are more and more male-oriented grooming products beyond just soap and shampoo, such as scented deodorants, hair products and moisturisers," says Dr McNeill.
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