How men shop for personal grooming products

This article summarises a study of 10 countries into how young men are shopping for personal care and grooming products, finding that they are becoming increasingly engaged in the industry and are more likely to be influenced by advertising than women.

How men shop for personal grooming products

In a recent study of 10 countries, GfK found that over two thirds of men aged 16-21 are now buying personal care and grooming products. At what point of their purchase journey can companies target this important consumer segment?

Researching before they buy

Today's young men are very engaged in the personal care and grooming category, carrying out as much research into products before they buy them as young women. Young Chinese men carry out the most research overall with 84 percent saying they do some level of research, followed by Russians at...

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