Indian men have increasingly started to pamper themselves: William S Pinckney, CEO & MD, Amway India

02 Dec,2013

By Kavitha Srinivasa


India is one of the fastest growing markets globally for men’s grooming and personal care cosmetics.  Men like to acquire and use products that provide quick and effective results and older men are said to be getting increasingly conscious of their looks, along with younger men. In this interaction with MxMIndia for the Marketing 2 Men series, William S. Pinckney, CEO & MD, Amway India talks about the response of men towards grooming products and their consumption behaviour. Excerpts:


Your target audience may be the family, but when it comes to men, how do you segment the gender?

Indian men have increasingly pampering themselves and this trend has evolved from being restricted to men in the age group 18-30 in 2010 to include older men in 2012.


Our target male consumer, irrespective of age would be one who is particular about his appearance and grooming and typically invests significant time and money on these aspects. It is in keeping with the needs of grooming and skincare that we have addressed and developed products keeping skin types, climatic aspects and other elements.


So how have men responded to Amway India’s men’s grooming products?

India has one of the youngest male populations and we have seen a significant increase in the look-conscious male population of India. The India market is one of the fastest growing globally for men’s grooming and personal care cosmetics. Having identified this strong latent need, the whole new Dynamite range was created. When it comes to men, they like to acquire and use products that provide quick and effective results and it is that unique product proposition that the Dynamite range has to offer. All the products, formulated internationally focus on specific aspects. Thus we have received a terrific response till now.


And do women also respond in the same way?

There exists a difference between men and women in terms of communication and hence the responses we receive are also different. Providing some information to men may prove beneficial while the same information may not help us for women.


On the other hand, women are more evolved than the Indian men and therefore it’s important for us to recognize the differences and then communicate effectively to women.


Geographically, how’s your male different?

Men have a unique shopping/consumption behaviour irrespective of the region they belong to. Hence there is not much difference geographically. The consumption trends, behaviour and pattern is similar across demographics, socio-graphics (small town population and metro population), because both are aware and well-informed of the available choices, emerging trends and usage parameters for cosmetics and personal care. Further, most of the male population from small towns mobilizes to the cities for various purposes.


How would you sum up your learning about marketing to men?

The men’s grooming market is flourishing since its first major introduction of men’s skin care products in the ’90s and according to a report, men spend an average of 51 minutes per day grooming – only four minutes less than the women’s average of 55 minutes.


When it comes to men, the most important aspect is that they are not easily swayed by aesthetics and are far more interested in results. Hence to market to men, concrete information and data carries maximum importance. One has to also keep the language simple and use terminology that resonates with men.


As a group, how are men and women different when it comes to brand choices? What binds them and what makes them different?

There exists a major difference when it comes to choices made between the male consumer and women consumers. For men, brand value, pride of association with the brand would have greater resonance than say outcome. On the other hand, women are generally conscious of brand value, experience and outcome. Women also seek referrals and recommendations more that may be sought or secured through a fraternity or friendship circle. At the same time, women also like to be different in their choice of brands or products that are uniquely applicable or effective in augmenting their personality and skincare regimes.


What’s the media mix you follow?

Amway, like all traditional FMCG /cosmetic product companies, uses a mix of above-the-line, outdoor, online and of course the direct to consumer evangelization modes. Amway has been regularly advertising in various mediums like newspapers, magazines and television. Apart from this we also participate in consumer expos, health and beauty expos where we meet and interact with customers.


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