Totem Beauty: how to capture the male grooming market

  • Area: Market Segmentation & Profiling
  • Key Area: Audience Activation
  • Sector: Beauty
  • Type: Insight Report

A digitally-native startup in the beauty sector was about to launch its website, a commercial and educational platform on body care, health, and wellbeing. Before the launch, the startup wanted to explore whether their offering could be appealing to the male market.


I conducted a series of ethnographic interviews with male individuals on their grooming habits and product preferences. Based on the different beauty consumption drivers and needs, I segmented the male market into animal archetypes.


The startup team approached me for a cultural consultancy on male grooming and wellbeing. The aim was to help them reading the meanings that inform men's consumption practices, with a focus on organic and natural products.


The final report provided the startup with the relevant insights into the male beauty sector and its cultural underpinnings. It also included points of recommendation for a dedicated digital engagement strategy.

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