A Study on Consumer Behaviour with Reference to Male Skincare Products

Abstract

This study examined the changing purchasing behavior of male consumers in the cosmetics sector, which has been traditionally female-led. The men\'s use of skincare was a factor of increasing awareness, health/lifestyle change, and digital marketing. This paper discerned the influences of male consumer purchasing behavior of skincare, including other areas of online marketing, influencers, product formulation and demographic factors. The data generated by the 170 (male) survey respondents and analyzed using SPSS in the analysis of the data indicated that there was a strong effect on the purchasing behavior of males with regards to natural, chemical free product formulation and from the role of influencers. Males are also inclined toward e-commerce websites due to the convenience and transparency. The findings suggest to brands, invest the time and energy into branding based on clean ingredients, consider being more personal digitally, skin type specific products appeal, and put more weight on relationship with the consumer, as this will be paramount in the future.

Introduction

The men's skincare market in India is rapidly growing due to evolving attitudes towards self-care and grooming, influenced heavily by social media, urbanization, and changing perceptions of masculinity. Men today are more aware and ingredient-conscious, particularly younger consumers and those with sensitive skin. Despite this trend, limited academic research exists on Indian men's skincare preferences, especially concerning ingredient awareness.

This study aims to understand male skincare consumer behavior in India, focusing on the influence of social media, demographics, ingredient importance, brand credibility, and e-commerce on purchasing decisions. Using a quantitative, survey-based approach with 170 urban male respondents, the research analyzes factors such as age, income, skin concerns, and digital media impact on buying behavior.

Findings indicate ingredient-consciousness is higher among younger men and those with skin issues, while older men tend to rely on trusted brands. The study highlights opportunities for marketers to create ingredient-focused campaigns tailored to the evolving male skincare market. Limitations include a small, urban-biased sample and self-reported data, which may affect generalizability.

Conclusion

This research indicates a clear shift in the behaviors, specifically consumption habits, of male consumers of skincare products across three domains: lifestyle, digital engagement, and ingredient knowledge. Young men, particularly students and young professionals are engaging with skincare products by shopping for them online, and this demographic\'s behaviors are heavily influenced by social media. The preferences for natural content, ease of application, and reliability provided exclusively in the online formats collectively represent powerful themes that highlight perceived authenticity and convenience to the consumer. Overall, the study results affirm a fluid and evolving marketplace where brands will have the opportunity to engage the consumer through personalized strategies within the context of a digital-first, consumer-centered landscape.

References

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Copyright

Copyright © 2025 Akhila Vaddepally, Dr. T. S. Poornachandrika . This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.