The male psychology
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How to market a cosmetic product or service to men? From my experience women tend to notice new products in the market more than men. It may be easier to reach men through their partner because of this. Gift coupons might work as a significant proportion of men’s cosmeceuticals are gifted by their female partner. However the purchase of personal care products is borne out of necessity in men. Men give more importance to price and endorsements. It is vital to give a convincing explanation of how a product works. Men do not have preconceived ideas about what they require to improve their looks. They are more open to suggestions. Men do not compete with each other as far as looks are concerned. They just want to be different. Men generally come with their partners for consultation and consider them experts while women usually hide cosmetic services from their male partners. Tired looks is a common male complaint. The most common male concerns are hairloss and body odour.