DISSERTATION REPORT

ON

“A STUDY OF CONSUMER BEHAVIOUR IN THE MEN’S

COSMETIC MARKET”

IN PARTIAL FULLFILMENT OF MASTER OF BUSINESS

ADMINISTRATION PROGRAM

Submitted to: Submitted by:

DR. VIJAY JAIN SUNIL BHATT
FACULTY- U.I.T. BATCH- 2009-11

UTTRAKHAND TECHNICAL UNIVERSITY, DEHRADUN

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 CERTIFICATE

This is certify that the dissertation report entitled “ A STUDY OF CONSUMER

BEHAVIOUR IN THE MEN’S COSMETIC MARKET” contains original work done by

SUNIL BHATT of UTTANCHAL INSTITUTE OF TECHNOLOGY during the

academic year 2009-11.

It is being submitted in partial fulfilment of requirement for the award of MBA

awarded by UTTANCHAL INSTITUTE OF TECHNOLOGY and is a record of
student own work carried under guidance and supervision of Vijay Jain.

Signature
(Faculty)

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 ACKNOWLEDGEMENT

I am highly indebted to various sources for providing me the necessary stimulus for the
dissertation. I am also grateful to all those people whose works and writing have helped
me in preparation of this report.

In the preparation of this dissertation, I have received considerable encouragement and

assistance from several authorities but I thankfully acknowledge the guidance provided by
Mr. Anil Joshi who has been of great help to me.

I also acknowledge to HOD Dr.Saurabh Joshi who provided me an opportunity to

undertake my dissertation report. I am also grateful to every person for his or her kind
help, cooperation and encouragement, during the preparation of my dissertation report.

Signature SUNIL BHATT

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 TABLE OF CONTENTS
S.No CONTENTS PAGE
NO.
Introduction 5
1
2 Review of Literature 24

3 Research Methodology 28

3.1 Objective 29

3.2 Reserch design 30

3.3 Sample Size 30

3.4 Area of Work 30

3.5 Sourse of data collection 31

3.6 Limitation 32

4 Data collection and Interpretations 33-45

5 Findings 46

6 Recommendations 49

7 Conclusion 53
8 Bibliography 56

9 Questionnaire 58

4
INTRODUCTION

5
 INTRODUCTION

This study will take you through an interesting phenomenon which has taken place over this
decade. The Indian economy has grown leaps and bounds and so have the people and the
markets of India. The country has witnessed an increase in disposable incomes of people, a
growing middle class, boom in aviation, retail sector, service sector jobs have led to influence on
the male gender. And this emergence of media and mobile has impacted the third M-male!

“The Indian Male” is the centre of the study. The Indian cosmetic industry for men’s personal
care items is worth 300 crore rupees. Many new products have been launched in the market
especially for men. And many men only beauty salons have mushroomed. The Indian men has
been talked about in a lot of newspapers and reports, for one reason- The Indian men have started
following a personal care regime and are no longer shy of admitting it.

This study is divided into six main parts. The first part throws light on the skin care market for
men’s products, its characteristics, the trends and the marketing mix used by many marketers.
The second part mentions a few scholarly articles from journals, newspapers, magazines and
spokespersons. This part familiarizes you with what the experts and analysts feel about the male
cosmetic consumption habits in India. The third part introduces the consumer behavior aspect of
the study. The external and internal influences on men during purchase of cosmetics have been
accounted for. And then the theory of self concept has been explained in detail. The third chapter
explains the research methodology, data collection methods and the research design and it also
shows the parameters used in the questionnaire for data collection. The fifth part shows the data
Analysis through the SPSS software. Cross tabs, factor analysis have been used to simplify the
results. And finally the sixth part talks about the findings and recommendations.

This report is characterized by shocking findings and is overall grasping to read. All necessary
information has been included and the findings and recommendations have been kept simple

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1.1. Industry Profile

For players and target customers, the market for cosmetics has been through a long transition and
several stages of evolution. Multinationals woke up early to the Indian opportunity and entered
the market in the mid-1990s. Despite some initially difficulty, they have learnt the tricks of the
trade and are now fighting tooth and nail with established Indian players. In terms of product
profile, the herbal wave and renewed focus on cosmetics for men have been the two predominant
trends over the past decade.

1.1.1. Herbal wave

Over the past couple of years, the herbal wave has been sweeping the skin care segment. This Rs
300-crore segment is perceived to be the hottest and the fastest growing. A slew of companies
launched herbal skin-care products. Players such as Shehnaz Hussain have been in this segment
for quite some time. With the dawning of the potential of this segment, players such as Biotique
and Lotus Herbals, which operate in the premium segment, have become more prominent.
Existing players too have expanded their range to include herbal variants. For instance,
Hindustan Lever recently introduced the herbal version of its popular Fair & Lovely brand. The
belief that cosmetics are harmful to the skin and increased awareness among consumers of herbal
products triggered the demand for natural products rather than chemical-based cosmetics.
1.1.2. Healthcare companies test the water

This trend has attracted a host of new entrants, including health-care companies such as
Himalaya Drugs (with its Ayurvedic Concepts range), Dabur and Dr Morepan. While Himalayas
Ayurvedic Concepts have already hit the shelves, Dabur plans to launch three skin-care products
this year. With the acquisition of the Lifespring chain of health and beauty stores, Dr Morepan
Laboratories is exploring opportunities in the cosmetics segment.

1.1.3. Targeting men

The cosmetics industry, traditionally believed to target women, has a new target segment: Men.
No longer do cosmetics represent a `women only market. Many players are coming up with skin
care products for men.

The men’s personal care segment is estimated to be worth Rs 790 crore, with Gillette having a
large share of the pie. Others, including Godrej, HLL and CavinKare also have a presence in the
market.

The growing demand for men’s cosmetics inspired cosmetics majors such as Modicare and
Amway to launch new products in the skin-care segment. Modicare is coming out with its
Velocity range, while Amway has launched its men’s range in the Indian markets.
1.1.4. The market now – Industry Leaders

The Indian cosmetics industry appears to have considerable growth potential. Of the Rs 3,000-
crore cosmetics and toiletries industry, the market size of the skin-care segment alone is
estimated at Rs 1,200 crore. Fairness creams account for around 60 per cent of the skin-care
business at around Rs 700 crore. This segment has some of the big names such as Hindustan
Lever (Fair & Lovely) with a massive 53 per cent market share, followed by CavinKare (Fair
ever) with over12 per cent share and Godrej Fair Glow with a 3.4 per cent share. Other players
such as Emami (Gold Turmeric and Naturally Fair), Revlon (Fair & Glow) also have a presence
in this market. Specialty creams such as sunscreen lotions, moisturizers, and toners, cleansing
lotions, under-eye dark circle removing creams and cold creams contribute the rest.
1.2. Beauty industrials’ stakes

In a market which is developing faster and faster, the actors are faced to the following stakes:
· Making a specific cosmetic offer: Male skin has different characteristics from the ones of
Female skin (thickness, rhythm of ageing, sebum secretion)

· Investing in R&D to guarantee the product, because men are looking for simple
care Products, quick to use, with immediate efficiency and convincing results

· Getting an image of men beauty’ specialist with a wide and deep offer, most often
after Having initialized the market with shaving products

· Organizing a proper distribution to the male target, knowing two major factors:
 Men beauty is still under taboos, what means an anonymous and
discreet Distribution – except for perfumes

 Woman still has a strong prescription power and realizes most of the purchases

2. 2.1. The market actors

Men cosmetics’ market is still in a structuring phase. Nevertheless, 3 kinds of actors are
appearing:

• Cosmetics industry leaders

These actors are the most powerful in the market. They all have important financial and
Organizational ways to impose their products in the male market. They pursue a roll-over
Strategy close to the one used since a long time in the female market. These are Hindustan levers
fair and lovely men’s active, Shehnaz Hussein’s Fairone, L’Oreal’s men’s expert, Emami’s Fair
one .To keep their ranks, the leaders are now compelled to spread their product ranges to stay in
the competition. That is why Emami, one of the pioneers since 2005, are planning to add up to
45 products to the men’s cosmetic range. L’Oreal, Sheshieldo already have a portfolio of 15
brands and seek to increase it in India.
• Care universe actors

Some brands benefit of a strong credibility thanks to the care market. This market has several
advantages in the distribution network - pharmacies, institutes, spas - thanks to their support.
Actually, these actors take advantage of the know-how and the credibility which characterize care
and pharmaceutical world, and could get a determinant rank in the market. Brands and
laboratories to know are for instance Marico’s Kaya skin clinic, Hindustan Unilever’s Ayush.

• Independent cosmetics’ makers

They strongly stimulate the market by adapting their offer to men, but their diffusion stay
confidential. To become strong, this group needs distributors to give visibility to beauty for men
through specific spaces or special concepts. Independent makers have to use particular ways and
specific concepts to introduce the market because they do not have the power of the market
current players. Examples of independent makers are Amway, Avon, Oriflamme, The Body Shop
or Nickel.

1.2.2. Competition analysis

1.2.2.1. Porter’s 5 forces:
• New entrants’ threat
Cosmetics sector is a very competitive one where in which there are many brakes. Indeed,
companies have to think about rules, high investments’ level, and scale economies. Innovation
should be a primacy objective. However, research & development and communication costs are
very high, and all companies can not invest heavily. This is of course not the case of firms such as
L’Oréal, Nivéa and Hindustan Lever, Emami, Godrej which already have a past fame very
important. Thanks to this successful past, it would be hard for new entrants to find some place in
the market.
• Substitutes threat

Substitutes are not a real threat in cosmetics’ market. Yet, men use more and more aesthetic
surgery. Actually, a patient on ten is a man. Today, men better assume their beauty’s envy. Most
of men do not like going to buy beauty products. That is why they borrow them to their partners,
who have, moreover, an adviser role. Finally, the distributors’ brands can be a threat. The market
shares of these brands are growing more and more. Nevertheless, male products in supermarkets
are often just shaving products and deodorants.
• Suppliers’ power
Suppliers’ power seems to be light as well. Without big brands, suppliers and conditionment
factories could not live. It is still important to keep good contacts with suppliers, especially those
which have rare raw materials.

• Customers’ power
A company has always to maintain its sustainable advantage by creating original products,
adapted to the market targets. It is difficult to attract man’s attention since he is maybe not used to
buy cosmetic products. So it is necessary to know and to analyze his needs and wants, and to
succeed to satisfy him: a satisfied man is a loyal consumer for a long time.

1.2.3. Strategies & targets

1.2.3.1. Differentiation by the distribution

The brand positioning depends on the chosen distribution way.

Sales in specialized selling points (pharmacies, institutes, spa’s)
Selling in pharmacies, institutes or spas means a selective market target. For example, L’Oreal,
Vichy, Hindustan Unilever and Marico or Nickel can be named: the products’ prices are medium-
high. The objective of this strategy is to give the consumer the message that these types of
products are provided with medical care, to emphasize on quality and safety.
Sales in perfumeries
In this case, the market target is more wide but still specialized. Swedish examples would be
chains such as Kicks or , Clarins, Biotherm and Lancôme for example use this type of
distribution. The objective is to maintain a certain image, of quality and luxury, with high prices.

Sales in super stores

When selling in a super store, the target market is very wide: it concerns the whole clientele. The
strategy becomes by the same way a mass-marketing strategy, with aligned prices. For instance,
Nivéa for Men and Gillette which are present in super stores such as Shoppers stop in Bangalore,
or health and Glow. Outlets such as Shopper’s Stop, part of Raheja Corporation, are also
dedicating more shelf space to men’s products. Outlets in metropolitan areas have more shelf
space for new product ranges such as skin care, while shops in smaller cities tend to stock staples
like aftershaves, deodorants and body lotion. Salil Nair, head of buying and merchandising
at Shoppers Stop, says that enquiries for men’s products in 2005 were up 40% over the previous
year and sales rose 10-15%.

Peculiarities
Male distribution is different from the female one and needs a particular environment. Actually,
discretion and anonymity are the most important in such a distribution, since the society’ taboos
are still too present. Moreover, the place must be accessible to women, because they are still a lot
to take care of this purchase for their partner.

Distribution through the Internet

More and more men start to buy their products via the Internet. Indeed, traditional distribution is
still feminine coded. Shops are thought with the shopping notion, which is unknown by most of
men. They do not want some advices from the sellers, what would annoy them. That is why they
like better the free information offered on the web. Also, taboos, discretion and anonymity are
some reasons of this development.
1.2.3.2. Brands positioning
 Nivéa for Men
Nivéa for men is situated in the part of masculinity, relationship to himself. The Nivéa man uses
the products range to be cleaning, well-shaved and to get a beautiful skin. He is aware that men’s
skin is different from the women’s one, that is why he uses these specific cares. Confident in his
body, urban, he is the prototype of the male social identity: good husband is present in many
advertisements with his wife) and successful professional (he is often wearing a smoking with a
business bag). The care rites have masculine codes: hand on the chin, bare-chested in front of the
mirror, spraying water on his face, speed and simplicity of the gestures and the products used (At
the contrary of the complicated beauty rites of women).

 Lancôme

Lancôme is in the same part than Nivéa (masculinity for himself), but with a more sensual
promise: “care expertise, senses pleasure”). In the press advertisements, the man is only presented
by “pieces”, but it can be guessed that he is sophisticated: masculine and designed bathroom. Care
gestures are masculine as well (shaving...).

 Nickel

Nickel is situated in a different part: it is the female negation in relation with the others. It is the
brand of men who love men. They are not effeminate but show their presence, staying virile: they
have a “man skin”, are muscular, hairy, and sporty. Places shown by the brand in adverts never
make any reference to female universe: clubs, masculine changing rooms, meetings between men.
The products range does not have any connoted feminine name.
  Fair-One

Fair one is a product from the beauty queen of India, Shehnaz Hussain. This product is one among
the popular fairness creams for its fast working mode on human skin. Fair one, as producers
claim, is a fully herbal product with no side effects. Fair one brings a cost effective fairness
product to market as its price is comparably cheaper.

 Fair-Ever

Another widely used fairness cream for men is Fair ever. Fair ever is an Indian product, probably
the first male fairness cream that brought in the concept of a different fairness cream for men.
This is said to be an effective sun screen cream and also the daily use will make your face fairer
and fairer. This could be used as an anti-marks cream too. The herbals included in the cream will
refresh your face for hours even on a sunny day.

 L’Oreal

In India, the brand uses the tagline "You are worth it too". L’Oreal men expert is premium priced
and the print ads convey the message of premiumness. The brand is looking at the increasingly
beauty conscious Indian male who doesn’t shy from spending on grooming.

 Fair and Handsome

In June 2005 Emami launched the first ever skin lightening cream for men. Fair & Handsome is
aimed at the urban male aged 15-35, Fair and Handsome cream is produced to give the extra care
for the male skin. The aroma included in this cream helps the users to feel fresh for a longer
time. It gives a cover to face to be protected from the sun beams and dust. Emami and HLL are
zeroing in on both the urban and rural markets, cutting across all segments. With Khan endorsing
Emami, other players have been left seeking a share of the Indian market.
1.2.4. Marketing Mix
1.2.4.1. Product
This part is about the products through the packaging, the lexical field and the line. To begin,
here is a definition of the product: “a product is anything that is offered to a market for attention,
acquisition, use or consumption and that might satisfied a want or need. It includes physical
object, services, persons, places, organization and ideas”

The men’s products cannot be the same as those offers to women. Everything should be rather
different: the packaging, the container, the product’s texture, smell and aspect and the vocabulary
(lexical field) have to be reviewed. Indeed, their skins are different: men have a thicker skin,
tougher and so it is greasier. Thick skin and excesses of sebum are not good: the pores quickly
will dilate, to clog itself: buttons and black spots appear. The skin of the males ages differently
from the women’s one: the wrinkles appear later, but will be deeper besides, they shave. The
razor’s blade attacks the skin and dries it that makes it more sensitive and wrinkled. The men
prefer products less scented than the ranges traditionally intended for the women. As they refuse
to spend too much time in the bathroom the creams must have light textures with fast
penetration.

For all these reasons, it is impossible for the female marks to launch the same product with the
same components. The marks must make research on the skin of the men and decline a range
specifically for them. The marks such as Emami, HUL, L’Oreal or Shiseido have already high
technological laboratories which facilitate the access to men’s cosmetic market. From their
know-how and their reputation in the women’s cosmetics, the access for the large companies is
facilitated.
1.2.4.2. The packaging
The packaging has above all a simple material function; it is the role is “to contain, to protect,
facilitated transport, storage”. But it is a good means to draw the attention of the consumer on the
product. Packing causes also a psychological function on the purchaser. The packaging is also a
way to show the public image, this is why it is important to emphasize the objectivity as well as
the subjectivity of the image of the offered product. The objective side deals with offering an
easy conditioning, reliable, ergonomic, recoverable or reusable, easily transportable, with a good
conservation and effective protection. The subjective side granted to the conditioning of the
product, relates to the psychological effect on the customer. The consumer judges the product
with his first perception in the rays. The identification of the product must jump in the eyes of
the customer thanks to a color or to a particular form or to an indication which enables to locate
him the remote product. The bond between the product and the mark is also done though the
packaging, it helps to emphasize the public image as well as the image of the product. Besides,
certain specificities of the product conditioning will attract more or less certain types of
consumer. “The image of the products is often related to a precise kind: the skirt for the women
and the costume for the men. The same object according to its form and its color will become
rather female or rather masculine. The objects clear, small, pink, soft, will be considered to be
rather female and the objects dark, large, blue, hard and rather male. ”
The packaging should make forget the female side of the cosmetics and make the product more
masculine, thanks to the design, the texture, the colors, the smell… all the senses are used to
attract the male person. The packaging of the cosmetic products for men should also make it
possible for the customers to forget the shame they feel when they go to the checkout. In general,
the typically male packaging is discrete, ergonomic and of dark colors to avoid the guilty feeling
some purchaser can have. For instance, Loreal presents its range intended for the men using a
color, a logo and a name different from the products for women. The tone reds intended for the
women are transformed into blue for the male line of goods: Clarins Men.
1.2.4.3. The brand name and lexical field:

The name of the mark has an importance on the conveyed image of the product. Indeed, the mark
is primarily used to recognize a product or to differentiate it from the others. Moreover, the mark
communicates an image which joins certain values. This is why the choice of the mark’s name
must follow certain strategic points, for example simplicity is required for the memorizing and
the pronunciation of the name; it is appropriate to add that the name must correspond to its
positioning, define the product and bring a key of originality. When talking about this market, it
is very important to choose the right words. For instance, a night cream called “velvety touch”
for a woman would not be possible for a man. The lexical field is primordial since after the
packaging, it is the first ting the customer sees. In matter of fact, there are two main streams:
staying rather traditional using a clear, simple even neutral vocabulary (what L’Oreal, Fair and
Lovely, Fair and Handsome) do, or being more aggressive as for instance an international brand
Nickel: this brand play the key of humour. Indeed, the range is made up with various names
concerning the language of the male universe, such as “Shortly after Festival, Good Mouth, Dirty
Massage or Handles of Love”, this manner of presenting these products leads to make less
alarming their use. For the marks such as Nivéa, Fair and Lovely or L’Oreal which have an
irreproachable public image, which inspires confidence and which is synonymous with quality
and know-how concerning the beauty products intended for the women, the creation of a
completely different mark for the men was not really necessary. The principal task was to
preserve the image of these marks but to transform them so that wiring for sound points out the
male world: Nivéa for Men, Fair and Lovely Men, and loreal Men.
1.2.4.3. The line:

Product lining is the marketing strategy of offering for sale several related products. A line can
comprise related products of various sizes, types, colors, qualities, or prices.

The line can be divided into 5 categories:

• The Basic: Those are basic products which meet the traditional customer needs such as
shaving, after shaving.

• The Trendy: They are exclusively built for men and follow the rule according to which men are
men and the products must be totally different than those for women. This is the case for Nickel
or Zirth, an American brand.

• The Natural: The last one in the market, those products extols the values of natural product
made of seaweeds, essential oils.

• The Elegant: Most of them are rather elegant or smart but some brands such as Clarins,
Lancôme are playing on this more than l’Oréal for instance. They are different from the basic
category because the quality and the brand image is said to be higher. Those products are also
more expensive.

• The Expert: Product that is very specific for one kind of skin or on particular part of the body.
The new products to reduce the body fat are in this category.
1.2.4.5 Promotion Advertising Investments

They express the market’s dynamism.

• Advertising investments for male cosmetics Investments concerning all the medias in male
cosmetics have strongly increased in 6 years since they increased for +36%.

• Investments allocation (thousands of rupees)

TV is the most used media for the men cosmetics sector with 59% of market share. After come
magazines with 24% of market share.

Communication strategies

Communication for men is different following the market target. To attract the best the target, a
communication campaign is necessary. Two kinds of communication can be distinguished: the
media communication and the non-media communication. The first one is concerning all types
of communication using one of the 6 Medias which are the Internet, cinema, TV, press,
billboards and radio. All the other types of communications, such as public relations, personal
selling, direct response marketing and sales promotion are non-media communication.

• Media communication
Press
Due to the apparition of masculine press, such as Men’s Health for instance, cosmetics brands
make them known thanks to articles about products. But, also, a useful tool is advertising pages
with free samples. This new press is an opportunity for cosmetics’ makers which find among
the readers new potential customers. What is more, articles about wellbeing attract particularly
readers: to a Men’s Health survey, the subjects which interest the most readers are firstly health
(62%), sex (53%), nutrition (32%), and finally people (15%).
TELEVISION

When a brand wants to sell its products in department stores, the best way to communicate is
TV. For example, when Adidas wanted to launch its range Performances, it chose to use TV
adverts.

The Internet
Internet is a new tool of communication, which allows users to obtain personalized advices
about beauty and cares, such as how to recognize one’s skin type, or how to choose the adapted
product. Clarins, for instance, uses the Internet to give advices to its customers.

• Non-media communication

Sponsoring
Most of brands try to appear through sports events by using sponsoring. Examples would be
Gillette, during the Football World Cup and also Nivéa, introducing itself in sports’ world.

Sales promotion
Sales promotions are developing more and more in the distribution sectors. Hindustan Lever,
for example, has access to the rural market through its project Shakti.
1.2.4.6. Price, different strategies and theories
The selling price-fixing is defined after the study of various data about the market, the demand
and the offer. More precisely, the price which the firm chooses to impose depends on the cost of
the product, on the positioning choice, on the evaluation of the competition or of the vision of
quality and the value perceived by the price. The price gives an element of differentiation to the
customer; moreover it influences its choice and the image which he guesses of the product.
Indeed “the price-setting must be set in relation with the value offered to the customer and
perceived by him”
Besides the relationship exiting between the price and the customer, the price takes part in the
decision of the volume of the sales, of the rate of the profit and its global volume. In the market
of the cosmetic for the men, there are various price ranges. It often depends on the channel of
distribution: In intensive distribution, penetration pricing strategy is used. Its consists of pricing
low and promoting heavily in order to gain a large market share and associated economies of
scale as quickly as possible and before competition builds. This method assumes that consumers
are price sensitive, that product awareness is low, and that competition will build quickly. Fair
and Lovely Menz, Fairone and Fair and Handsome wanted to penetrate in force the market with
an offer accessible to all. In a selective distribution, producers prefer to adopt a skim pricing
strategy which attempts to “skim the cream” of the top of the market by setting a high price and
selling to those customers who are less price sensitive. It is used to pursue the objective of profit
margin maximization and it works well with prestige products. Brands like Shiseido Men or the
line of L’Oreal, Clarins adopt high prices.

1.2.4.7. Place
Distribution channels can generally be divided into three parts in the men’s cosmetic market.

• Super store:
Men are looking for low price and discretion when they buy a product in a super store. Of
course the line is not very wide and the products are not very specific but it is enough for a
certain kind of product. Besides, brands such as l’Oréal are launching products more and more
specific as anti-shining gel or anti-wrinkles to reach all the targets via super store.
• Perfumery and drugstore:
Those distribution channels point at a more specific target since crossing over a perfumery is a
sign that you are seeking for skin cares, for something that you could not find in a super store. It
is still rather difficult for men to go in those specialized shops because they mean that they feel
no shame about their consumption (the next part will talk about the consumer behaviour).

• The others
Companies like Amway, Avon, Oriflame resort to direct marketing of their products. Another
distribution channel is the Internet. It is actually the new distribution channel and the reason is
easily understandable: traditional distribution is dominated by the female codes, codes that men
try to avoid. The Internet seems to be the right answer, it s an alternative and anonymous
distribution channel. Those sites are full of headings on specificities of the man skin, of self-
diagnoses, cards councils or even of forums. It is often said that men often have apprehension
about using cosmetics. But as regard to the figures, men are not that shy and the market is
booming. Still it is known there are many brakes in the market, notably because of the
mentalities and the mores. The core of this part on the theory will be to define and analyse the
customer behaviour. Is it possible to talk about one behaviour? Should we rather talk about
several behaviour considering the different mentalities? What do a man feel when he uses
cosmetics? What are the impacts on his image and on the way he sees himself? First, the research
will focus on the facts with a study of the consumer behaviour, then will be developed the self
image and the self esteem theories that is a great source of influence when talking about men
cosmetics. Then, the existing link between the market and the theories will be developed.
LITERATURE
REVIEW
A recent research was conducted by Business Today, a leading and one of the widely
circulated magazines in India. The research was aimed at studying the emerging trends of the
Indian men, all over the country, including both, Rural and Urban men. Some of its major
findings as given in Business Today , January 2010 edition are:

· 96% of Indian men like to explore new shopping items and try out new
products.
· 40% of men would buy a brand they have never bought before
· 7 out of 10 men are explorers in terms of shopping in the southern Indian
market
· Consumers in the age group of 21-30 who are unmarried and consumers who
are above 55 years of age are the happiest while exploring.

· Consumers in India are both price and Brand conscious

· Loss of hair and Physical Appearance are two of the top five things in the
Indian men’s worry list

· 51% of them use skin creams

· 37% use deodorants, 89% hair oil, 82% shampoo, 55% aftershave and 16%
hair gel
· Most men do not share their brands with their wives.

According to an article from The Financial Express, January 2009:

Fairness creams have a huge market in India, both urban and rural. As of mid 2008, FMCG
major Hindustan Lever Ltd (HLL) relaunched its flagship brands Fair & Lovely anti-marks
and Ayurvedic creams in domestic markets, Emami Ltd and CavinKare are geared up to
export their fairness brands to African and Asian countries. Godrej Consumer Products Ltd
(GCPL) is extending the global reach of its brand FairGlow to the UK and the Middle East.
In the Rs 950- crore market for fairness products, the colour of competition is intensifying as
major players are chalking out fresh game plans to woo complexion-conscious consumers
across the globe. Fair & Lovely fairness cream, with a penetration of 75%, accounts for 60%
of the skin care market in rural India. It also enjoys the undistinguished patronage of 58% of
its user households. Both Pond’s and Fair & Lovely are enjoying a monopoly in the rural
markets in their respective categories.
 According to an article in The Tribune, September 2007

Tall, dark and handsome? Make that tall, fair and handsome in India. While savvy brand
managers have always cashed in on Indian women’s obsession for lighter skin by peddling a
raft of `fairness’ products, they have now zeroed in on a new cache of clients – Indian men.
Didier Villanueva, country manager for L’Oreal India, was quoted recently as saying that
fairness creams account for half of India’s skin care market although until recently they
were primarily marketed to women. Men have believed until recently that it was more
macho not to bother about skin color. But as they climb the economic ladder, Indian men
have begun paying more attention to skin color, just as men in Korea, Japan and other Asian
countries have done.

According to An article in The Times Of India, dated August 2007:

Indian men are perhaps more susceptible than those in other Asian countries, however,
because of the powerful presence of Bollywood, the country’s hyperactive movie industry.
Scripts focus on the fair-complexioned hero who walks away with the beautiful damsel in
the end, usually by vanquishing a dark-skinned villain or two. Accordingly, according to
Clarins, the French skin care company, 12 per cent of local revenues in India come from the
sale of men©s products as compared to six percent of local revenues in Thailand and seven
percent in Singapore. For south Indian superstar Rajinikanth’s just released blockbuster
`Sivaji’ — India’s most expensive movie ever made at Rs90 million (US$16 million) —
cinematographer KV Anand made the ebony- skinned superhero look light-skinned with the
help of skin grafting.
According to An article from The Hindu, September 2006, excerpts from an
interview with The managing director of Emami group:
“While we thought that our customers would start from 18-year-olds, we found that a large
number of teenaged and pre-pubescent boys too were using our product," said Goenka. The
company has already achieved sales of Rs100000 in Andhra Pradesh and Goenka says they
will launch Fair and Handsome in other southern states soon. Aditya Agarwal, sales director
of the Emami group, adds that men now contribute to about 45 per cent sales of the Rs1
million Emami Naturally Fair brand.

According to The Telegraph, Calcutta, India, may 2007

According to Rakesh Pandey, Chief Executive Officer of Kaya Skin Clinic, a beauty and
fitness chain, Indian men have joined the rush to be metrosexual and cosmopolitan. “They
travel, socialize, meet customers, and make presentations, strike deals. That©s why they are
more conscious of their looks now, so that they can present themselves well," he says.

According to The International Herald Tribune, marketplace by

Bloomberg, Novemeber16,2006:
Beauticians reiterate that while men are much more exposed to the sun than women, they
earlier considered it macho to not bother about it. Not so now. “Today, grooming is very
important for Indian men and a lot of them go in for skin lightening treatments,” says
dermatologist Arup Godbole. "Men are increasingly going to cosmetology clinics for
treatments like fruit peels and micro-dermabrasion which improve skin color, tone and
texture. In fact, male patients have begun to outnumber women!"

According to an article from the International conference on Interdisciplinary

Social Sciences, July 2007:
A loofah to scrub himself with, a conditioner to get that bouncy hair and an exfoliant for that
glowing skin – that©s today©s man for you. According to a recent survey, globally the
metrosexual male is worth billions of dollars and consumer products conglomerates are
slowly repositioning skincare and hair care products to appeal to men. It’s as official as it
gets. According to a recent survey done by a marketing information organisation in India,
over 60 per cent Indian men are grooming themselves.
 RESEARCH
METHODOLOGY
Research Objectives
1) To describe the demographic profile of cosmetic consumers.
2) To assess how price influences the purchasing pattern.
3) To analyze the different factors involved in purchase decision of cosmetics in men.

4) To compare the differences in purchase behavior of youngsters (18-24 years of age) and
matured individuals (above 35 years of age).
SAMPLE SIZE
Sample size for the study of consumer behavior for cosmetic market is 100 respondent who

have different demand at different time period.

RESEARCH DESIGN

Descriptive Study is under taken in many circumstances. When the researcher is interested in
knowledge the characteristics of certain group such as sex; age; educational level; occupation
and income; interested in knowing the proportion of give population who have behaved in a
particular manner; making the projections of certain things; or determining the relationship
between two or more variables, descriptive study may be necessary.
Design in such studies must be rigid and flexible and focus attention on the following.
 What the study is about and why is it being made?
 What techniques of gathering data will be adopted?
 How much material will be needed?
 Where can the required data be found?
 Processing and analyzing the data.
 Reporting the findings.

METHOD OF SAMPLING

Random sampling technique is done to determine the consumers behavior for men’s cosmetic

market. Personally interviewing the customers and through questionnaires (Questionnaires are

attached as annexure and interpretation is given) method I select for getting data.

AREA OF STUDY

 Study was done at noida.

PARAMETER OF STUDY

To achieve the objective a detailed questionnaire was prepared addressing various such as the
overall customers satisfaction, the services provided by different companies.
Reason for choosing questionnaire to collect the data was:
 It is free from the biasness of the interviewer.
 Respondents have adequate time to give their views.
 It is of low cost even if the sample space is large.
Large sample can be made use of and dependable and reliable

SOURSE OF DATA COLLECTION

Primary data: it was collected through questionnaire (personally administered) by field

survey.Secondary data: It is collected through literature provided by the company, i.e.,
company reports from websites.Internet,books,megzined,etc.

TOOLS

I used these of the tools to conduct my research completely:

 Structured Questionnaire

 Telephonic interview

 Personal interview

DATA ANALYSIS AND INTERPRETATION: In order to extract meaningful information

from the data, analysis of the data was done. Analysis was done by using certain statistical

tools like bar-graphs, pie-charts, percentages etc. and from these analysis interpretations were

drawn.
LIMITATIONS
The author of this report had to work under several constraints and limitations.
Prominent of this are-
 The survey was done in Noida, therefore the result show the market position of
Noida only but results cannot be considered as representative of whole of
Noida.

 Convenient sampling was used as a mode of conducting the research.

 The sample size of Noida region taken was small, therefore it cannot be said
that the chosen sample is not the representative of the whole population and
this hindered quantitative research.

 Respondents may not have been true in answering various questions and may
be biased to certain other questions.

 The questionnaire mostly contained multiple-choice questions, therefore many

respondents did not give proper thought for the questions, and some even
ticked things that were not applicable. Therefore all this increased the bias.
DATA ANALYSIS
AND
INTERPRETATION
PRODUCT AND USAGE PATTERN
SHOWER GEL

LUX 30
AXE 20
PALMOLIVE 20
DON’T USE 30

LUX AXE PALMOLIVE DON’T USE

30% 30%

20% 20%

Interpretation: Shower gel was used by 58% of the total respondents and Lux was the
most common brand with 30 respondents patronizing it. 42% of the respondents said that
they don’t use shower gels. As against the common perception 68% of the respondents falling
within the age group of 35 and above used shower gels as compared to only 49% of the
respondents from the age group of 18- 24.
FACE PACK

LUX AYUR GARNIER

AGE- 18-24 15 17 13
AGE 25-30 12 16 8
AGE 36-45 6 4 3
ABOVE 45 5 8 6

18

16

14

12

10 LUX
AYUR
8 GARNIER

0
AGE- 18-24 AGE 25-30 AGE 36-45 ABOVE 45

Interpretation: The product face pack was used by 35% of the total respondents and Ayur
was the most commonly used brand patronized by 25 respondent followed closely by Garnier
with 20 respondents preferring it. 65% of the respondents did not use face packs.
30% of the respondents in the age group of 35 and above use face packs whereas 37% of the
respondents falling between 18 and 24 years in age said that they use face packs.
FACE CREAM

LUX GARNIER NIVEA PONDS

AGE18-25 12 8 7 9
AGE 25-35 10 6 2 6
AGE 35-45 6 9 3 6
ABOVE 45 4 2 5 5

12

10

8
LUX
6 GARNIER
NIVEA
PONDS
4

0
AGE18-25 AGE 25-35 AGE 35-45 ABOVE 45

Interpretation: The face cream market is dominated by Nivea and Ponds with 35
respondents each stating that they use these brands regularly. 42% of the respondents said that
they don’t use regular face creams.
66% of the respondents between the age group of 35 and above use face creams whereas 57%
of the respondents in the 18-24 year category use face creams.
MEDICATED FACE CREAM

LUX AYUR
AGE 18-24 16 14
AGE 25-35 12 13
AGE 36-45 15 10
ABOVE 45 12 8

18

16

14

12

10
LUX
8 AYUR

0
AGE 18-24 AGE 25-35 AGE 36-45 ABOVE 45

Interpretation: Only 7.6% of the total respondents said that they use medicated face creams
and all of them fall below the age of thirty years. The reason sighted was the skin ailments that
occur during the growth years e.g. acne, etc.
LIP BALM

NIVEA VACELINE
AGE 18-24 18 15
AGE 25-30 12 14
AGE 36-45 8 16
ABOVE 45 2 15

20

18

16

14

12

10 NIVEA
VACELINE
8

0
AGE 18-24 AGE 25-30 AGE 36-45 ABOVE 45

Interpretation: 38% of the total respondents said that they use lip balms and Vaseline
emerged as the only brand that they use. 36% of the respondents belonging to 35 plus use lip
balms whereas the figure for the 18-24 age group is 41% which is not much higher.
SKIN MOISTURISER

LUX CLEAN & CLEAR NIVEA PONDS

AGE 18-24 12 6 12 8
AGE 25-35 13 4 10 12
AGE 36-45 5 3 8 4
ABOVE 45 10 7 10 6

14

12

10

8 LUX
CLEAN & CLEAR
6 NIVEA
PONDS

0
AGE 18-24 AGE 25-35 AGE 36-45 ABOVE 45

Interpretation: 6% of the total respondents said that they use skin moisturizers regularly
and out of these around 52% used Nivea as their brand.

62% of the 35 above age group used skin moisturisers whereas 64% of those falling in the 18-
14 age group category us skin moisturisers.
FAIRNESS CREAM

FAIR & HANDSOME FAIR & LOVELY

AGE 18-24 18 16
AGE 25-35 12 14
AGE 36-45 10 12
ABOVE 45 10 8

20

18

16

14

12

10 FAIR & HANDSOME

FAIR & LOVELY
8

0
AGE 18-24 AGE 25-35 AGE 36-45 ABOVE 45

Interpretation: Fairness cream was not such a popular product with only 34% of the total
respondents using it. It was also discovered that men have moved on to the newly launched
Fair and Handsome cream by Emami.
37% of the respondents between the age group of 18-24 used fairness creams whereas only
22% of the 35 plus age group used this product.
ANTI DARK CIRCLE CREAM

GARNIER VACELINE
AGE 18-24 16 13
AGE 25-35 15 9
AGE 36-45 17 12
ABOVE 45 13 5

18

16

14

12

10
GARNIER
8 VACELINE

0
AGE 18-24 AGE 25-35 AGE 36-45 ABOVE 45

Interpretation: Anti dark circles cream has yet to gain popularity as only 3% of the total
respondents have used it or are using it.
All the respondents using this cream were under the age of 30 years and no respondent from
the above 35 age group said that he has experienced the product.
FACE WASH

himalaya Clean & clear garnier pears

AGE 18-24 10 16 12 4
AGE 25-35 15 6 2 2
AGE 36-45 5 4 3 1
ABOVE 45 4 6 5 3

16

14

12

10
himalaya
8 Clean & clear
garnier
6 pears

0
AGE 18-24 AGE 25-35 AGE 36-45 ABOVE 45

Interpretation: Face wash was the most popular product with all the respondents saying
that they use it. Pears was the most widely used face wash with 50 respondents saying that
they use the brand whereas Garnier was the second choice with 35 respondents preferring the
brand over others.
FACE SCRUB

GARNIER ST. LVES

AGE 18-24 18 12
AGE 25-30 12 13
AGE 36-45 16 5
ABOVE 45 14 10

20

18

16

14

12

10 GARNIER
ST. LVES
8

0
AGE 18-24 AGE 25-30 AGE 36-45 ABOVE 45

Interpretation: 35% of the total respondents said that they use face scrub. Garnier
emerged as the most widely used brand with 40 respondents using this brand.
32% of both 35 plus and 18-24 age group respondents use face scrub.
Statistical tool applied:
CHI-SQUARE TEST

Satisfied Dissatisfied Neutral/pass Total

Yes 38 2 1 41

No 7 1 1 9

Total 45 3 2 50

S.no Oi Ei (Oi-Ei)2 (Oi-Ei)2

Ei

1 38 36.9 1.21 0.0327

2 2 2.46 0.2116 0.0860

3 1 1.64 0.4096 0.2497

4 7 8.1 1.21 0.1493

5 1 0.54 0.2116 0.39185

6 1 0.36 0.4096 1.1377

Total 50 50 2.04775
CALCULATION:
Degree of freedom (m-1)*(n-1)=(3-1)*(2-1)=2

Tabulated value of D.F=2 @ 5% level of significance is 5.991.

Therefore Ho is accepted because the calculated value is less than tabulated value.

Hence there is no significant difference between observed frequency and the expected
frequency. Hence the consumer behavior for men’s cosmetic market.
FINDINGS
 Findings

1. India is a price sensitive market as we all know. But according to the research Indians are
also very Brand conscious. Most of the respondents who are young as well as seniors are
particular about buying branded products. For the youth price is a concern, but second to
Brand and product attributes. And the seniors in our country are ready to spend a good
amount of money every month on cosmetics. This means that Indians are ready to pay
more for a good quality product.
2. Indian men have overgrown the taboos of the society. They freely accept the use of
cosmetics, and they do not feel that using cosmetics makes them feel or look feminine in
any way. This belief is the strongest in the age group of 35 years in above. Very few
males in the age group of 18-24 fear that their masculinity will be questions if they use
cosmetics.
3. The seniors are very firm about using cosmetics especially for men, and they do not like
using cosmetics for women.
4. A large number of Young respondents are still unaware that their skin needs cosmetics
which are different from those of women. They do not realize the difference in skin types
between the two genders.
5. Men use cosmetics to feel more confident about themselves and to look better. However
they do not use cosmetics with the specific objective of looking better to others.
6. The Indian men do not take advice from their female companions on the type of products
they should buy. They decide their brands on their own. Infact they seem to be more
influenced by advertisements.
7. Maximum numbers of men buy cosmetics from small supermarkets in their localities.
Corner stores are not very popular among men who seek to buy cosmetics. A substantial
number also buy cosmetics from drug stores.
8. There were five variables affecting the men’s purchase decision that emerged from the
pilot survey. Of these five variables 2 factors were constituted. Factor 1 was pre purchase
influencers and the second factor being Post purchase Influencers.
 Product Specific Findings

1. Shower gel, loofas are used by 70% of the males above 35 years of age. And 50% of
youngsters also use them, thus there is a strong market for shower gels in India.

2. There is an emerging market for face packs for men in India. Though it is at its
nascent stage, yet, it is promising. 37% of men in the age group of 18-24 go for
facials and they use face packs regularly at home also. The seniors are not far behind.
30% of them also visit beauty centers and use face packs at home.

3. The market for face creams is one of the fastest growing ones in India with 66% of
men above 35 using face creams daily and 57% of young ones too.

4. More than 40% of men in the 18-24 age group use a lip balm daily, and that too
several times a day. 37% of men above 35 years also use lip balms.

5. 66% of men now use a skin moisturizer everyday as compared to the earlier times
when men resorted to using oil on their body or using nothing at all.

6. Men in the age group of 18-25 are the main users of fairness creams. With 37% of
them using a fairness cream everyday. The craze of being fair seems slightly less in
the age group above 35 years where only 22% men use it everyday.

7. Atleast 50% of men use a face wash everyday as compared to earlier when they used
soap on their faces.

8. Men are also using Face scrubs now. 38% of them include a face scrub in their skin
care regime.
RECOMMENDATIONS
 Recommendations

1. Based on my research there is an emerging and fast growing opportunity for branded
cosmetic products in India. Indians are a value based society i.e. they are ready to
pay a little extra for a better quality product.
2. The most important segment for the cosmetic companies is the segment of men aged
above 35 years. They have a good purchasing power and use the maximum number
of cosmetics. So that is the segment to be targeted.
3. The Indian male is ready and upbeat about taking care of his skin and appearance.
The companies need not focus in their communication strategies the point that men
should come out of the fear associated with using cosmetics. Because the Indian
male is no longer worried about that aspect. Instead all the communication should be
directed toward the specific product benefits stressing that they are designed
especially for men.
4. The youth still lacks awareness about the need to use cosmetics specially designed
for men. Thus advertising spreading this awareness is required.
5. The men are no longer shy to pick up a skin cream with their groceries in the
supermarket. Thus in the retail format there is no need to keep men’s cosmetics
along with the females. In fact men’s cosmetics can be kept with their daily
products like shaving gel etc.
6. Advertisements have a huge impact on men for their purchase decisions, Thus
companies can benefit from large advertisement budgets.
7. For distribution purposes the companies like HUL, Emami have a greater benefit as
most of the men like to buy cosmetics from small supermarkets. Thus companies
looking for volumes can target those supermarkets. A substantial number also visit
drugstores, thus they can also be used as a medium of distribution.
6. 1.1. Product Specific

1. There is a very favorable market for shower gels in India. And the
growth drivers for this category are the men above 35 years. Lux is the most favorable
brand followed by Palmolive. This indicates that firstly there are not many shower gels
positions specifically for men in India. Thus the opportunity is huge.

2. The market for face packs is small but growing in India. Most of the men use a herbal
brand Ayur, and the second most prefered brand is Garnier. Thus we can see a brand like
Garnier positions its face pack for men has already made its way in the Indian market.
And there is scope for more players.

3. Face creams are increasingly gaining popularity in India with majority of men already
using them. Nivea and Ponds enjoy maximum patronage in this segment. Garnier is also
gaining popularity fast. Nivea and Garnier are positioned for men separately. But Ponds
is a cream mainly for women! Thus, as stated above, the number of players is less, and
the advertising is also less for other men specific creams. This segment can be exploited
by various companies. Face creams for medical purposes has very limited use in India, so
that is not a very favorable market.

4. The lipbalms market is also favorable in India. With 40% men using lipbalms daily.
However Vaseline enjoys an undisputed leadership here. Most of the men are not aware
of lip balms especially for men and their distribution is also limited to certain super
markets only. Thus more awareness is required in this segment.

5. In the skin moisturizer segment Nivea for men enjoys the leadership position. Followed
by Ponds and then by Clean and clear for men. Here also we see that men are using men
specific brands but many still use Ponds which is not specifically for men. Here again the
main reason is because they have been using the same brand since a long time and they
do not understand why their skin needs a separate moisturizing cream.
6. Fairness creams seem to be important to a lot of men especially in the age group pf 18-
24. The brand Fair and Handsome enjoys huge patronage among men.

7. Face wash is no longer a product only for women. At least 50% of the men swear by it.
The most favored Brands are Pears, followed by Garnier for men, followed by Clean and
Clear for men and then followed by Acne guard for men.

8. There is a market for face scrubs too in India, 38% of men use the product. However
there is an absence of brands positioned specifically for men in this segment.
CONCLUSION
 CONCLUSION

Mechanism between market and theory

As a matter of fact, the use of cosmetic increases the self-image. Since self image can be defined
as the mental picture someone has about himself, it is easy to understand that the use of cosmetic
aim to improve this image. Basically, the image will improve both on a physical and a
psychological point of view. Physical because by using cosmetic, the individual will have a
softer and better looking skin and psychological since the cosmetic user will feel more self
confident due to his appearance.
Then comes the external factors: the others. Indeed, as it was said before, it will be lying to say
that someone is using cosmetics only him/her. The self image is depending on the way others are
looking at you and the way they consider you. The cosmetics are likely to improve this look
people have on you. In any case, there is no way the use of cosmetic can has a bad effect on the
self-image.

Improving the self-esteem through the self-image

Nowadays, using men’s cosmetics is much more than just a fashion phenomenon. The man has
changed his behaviour and uses now cosmetics without any complex. In a society in which
appearance and youthfulness has become a priority, to be careful to your image is going through
taking care of your body and your skin. Cosmetics do not only affect the self physically; It has
also a significant mentally role on users. It is known that taking care of your body helps to
improve your self-image. But, self-image and self-esteem are not the same. It has been already
seen the difference between them, so what to say about the relationship between self-esteem and
cosmetics?
Creams, masks, cleaning products, all these products have the aim to improve appearance. As a
matter of fact the survey showed that the participants felt they were more pleased with
themselves when wearing cosmetics than when they were natural. When they are wearing
cosmetics, they get higher feelings of self image, self worth and self confidence.
The fact is that by improving the self-image, it improves the self-esteem: self-esteem is improved
through self-image.
Indeed, most of advertisings are selling the idea to attract women, to increase sex appeal and
sexual success, thanks to a beautiful skin, a nice smell or a tanned face. All these concepts are
important in developing a high self-esteem.

Cosmetics and health

The psychological benefits of cosmetics are so important that they are nowadays used in health’s
domains. Some tests and surveys have been done in order to check the theory which says that
health can be improved by cosmetics.
For example, cosmetics are used for old people, allowing them not to be younger, but to stay
attractive. Also, the British Red Cross has put beauty cares in hospitals to improve the physical
well-being and the self-esteem of patients. Another American survey has shown that the use of
cosmetics for people with heavy treatments of chemotherapy and radiotherapy.
As can be seen above, cosmetics can have a very important positive influence on self-esteem.
This influence can be such that cosmetics are now used to fight illness and give back to old or
sick people a high self-esteem. Nevertheless, if cosmetics can act on self-esteem, it is because
they improve self-image. As an illustration, some experiences made on women and establish
similitude for men can be described.

.
BIBLIOGRAPHY
 BIBLIOGRAPHY
Books

Kothari, C.R. (2004) “Research Methodology: Methods & Techniques”, Second

Edition, New Age International, New Delhi.

Kotler, Philip; and Armstrong, Gary, (2006) “Principles of Marketing”,

Eleventh Edition, Dorling Kindersley, New Delhi.

Chambers Encyclopedia, Volume IV, George Newness Limited, London 1959, p148

Grogan, Sarah. Body Image: Understanding Body Dissatisfaction in Men,

Women and Children

Websites

 www.researchandmarkets.com

 www.ntcresearch.org

 http://www.marketresearch.com/product/display.asp

 www.primaryinfo.com/cosmetics_industry.htm

 www.cosmetics.co.in

 www.tribuneindia.com
ANNEXURE
Questionnaire

NAME-------------------------------------
OCCUPATION--------------------------

Q 1 Which SHOWER GEL you mostly prefer to buy?

 LUX
 AXE
 PALMOLIVE
 DON’T USE

Q 2 A/c to you, which brand of face pack suited to your generation?

 LUX
 AYUR
 GARNIER

Q 3 Which medicated face cream is best suited to you?

 LUX
 AYUR

Q 4 Which one is the best lip balm available in the market?

 NIVIA
 VACELINE

Q 5 Which one moisturizer you mostly use?

 LUX
 CLEAN & CLEAR
 NIVEA
 PONDS

Q 6 How many fairness creams are available in the market?

 FAIR & HANDSOME
 FAIR & LOVELY (man’s)
Q 7 Tell the name of anti dark cream available in the market?
 GARNIER
 VACELINE

Q 8 Which face wash you mostly prefer to use?

 HIMALAYA
 CLEAN & CLEAR
 GARNIER
 PEARS

Q 9 Last but not least, which face scrub will you purchase when you feel its
requirement?
 GARNIER
 St. LVES