The document discusses factors influencing the increasing consumption of cosmetic products among men in Pakistan. It finds that personality development has a significant impact on consumption, with men becoming more image-conscious. Celebrity endorsements also influence purchasing behavior by creating aspirations. While consumption is rising overall, it remains higher among upper-class men. The study recommends cosmetic companies promote their products to motivate men and normalize usage through advertising campaigns.

2.  Now a day’s men are under the impact of
personal variables i.e. self-image
consciousness, ageing effects, physical
attractiveness.

3.  With the advancements of science,
technology, society, education, the standard
and styles of living in people are improving
day by day.
 Increasing share of cosmetic products
because people are becoming more conscious
about hygiene and beauty.

4.  Historically, the range of men’s cosmetic
products referred to shaving-related
products including men’s shaving, men’s pre-
shave, men’s razors and blades and men’s
post-shave. But with the increasing
development in this sector, now it also
involves fairness creams, lip balms, makeup
etc.

5.  We are studying about consumption of
cosmetic products in men because we want
to find out the perception regarding buying
such products in order to understand the
changing consumption patterns.

6.  What are the reasons behind increasing
consumption of men cosmetics products?
 Is there any impact of personality
development, reference group and celebrity
endorsement on increasing consumption for
men cosmetics products?

7.  Media: Sangeeta Gupta in her research
(2012) found that media is playing vital role
in changing the attitude of others.
 Motivational campaigns: Antoinette in 2005
in his research found that many companies
gain attention towards men’s cosmetic
markets due to the baby booming trends,
this give an idea that young people are also
prefer to look good and they are paying their
attention on grooming products, particularly
in skin care sector.

8.  For self esteem/ self-confident: skin care
products play important role in increasing
psychological empowerment in men towards
their appearance and making impression on
others (Souiden & Diagne, 2009).
 For anti-aging/ solving skin problem: our
research shows that 30% men use beauty
products to reduce the aging effect or to use
as a treatment for pimples or other skin
problems. Sangeeta Gupta showed in her
report that 8.11% men prefer to look younger
in front of other people especially opposite
gender.

9.  Reference group and family: It has been
noticed that personal gathering like friends,
family and colleagues etc have direct
influence on men’s buying behavior. Your
family and friends are more likely to
convince you in purchasing a particular
product of their own choice or products
which they mostly used, found by Elsey &
Sukato in 2009.

10.  Celebrity endorsement: It’s another important
factor that affects on men’s purchasing behavior.
Through advertisement celebrities have create
inspiration on buyer’s mind and have role model
on product’s image.
 For personal hygiene and Medical reasons:
According to Sangeeta Gupta many people use
cosmetic products for personal hygiene and
medical reasons. Her study suggests that
personal hygiene is important for 26.09% of
respondent and extreme important for 21.74%,
and 40% of men buying behavior are affected for
medical reasons.

11.  For improving the skin: It is observed that
people have extreme influence on cosmetic
products for the purpose of improving their
skin
 For having flawless looks: In a research of
Sangeeta Gupta, she took sample of 24 men
to test that why they prefer to use branded
cosmetic products, in her analysis she found
that 14.38% means 8 out of 24 use hair care
products for having perfect hairstyle and
grooming products for faultless image.

12.  Embarrassment about looks: Many people
lies on impact that they feel embarrass if
they think they are not having crushing
looks. They fear that if anyone will pass
comments on their complexion, height,
physique or on another then they will be laid
down

13. In our hypothesis the dependent variable is
consumption for men cosmetic products and
independent variables are personality
development, reference group and celebrity
endorsement

14.  Ho: There is no impact of personality
development on consumption for men
cosmetics
 Ha: There is impact of personality
development on consumption for men
cosmetics

15. The main determinants in purchasing
behaviors are hygiene functions, features
and fragrance of the product, and price-
quality relationship.

16. we are analyzing the relationship of independent variables by using
Correlation.
correlation
Personality
development
Celebrity
endorsement
Preference group

17. We’ll apply regression in order to check the impact of independent
variable (i.e personality development) on dependent variable.
consumption
of cosmetic
product in men Regression
personality
development

18. The qualitative and quantitative techniques
have been used for the analysis of the
information gathered in the method of
survey and interviews. For the close-ended
questions the quantitative technique was
used.

19.  Our sample type is convenience sampling.
 Data was analyzed using SPSS software. The
data was collected by distribution of a
questionnaire to a sample size of 50 male
consumers aged 20-35.
 Due to the time and the resources
constraints, this study has been limited to
the survey from our relatives (as general
public), students of MAJU (Pakistan,
Karachi).

20.  According to Mr. Daniyal owner of SF
cosmetics, the most common selling products
for men are nitro wax gel, Gillette after
shave, whitening creams, Garnier men face
wash and YC face wash. Males’ customer
mostly visited on weekly basis, the sales for
male’s cosmetics are not much high.
 Mr. Daniyal, Owner of SF cosmetics

21.  The use of men cosmetic is highly preferred by upper
class. We visited to clippers salons for men. It is the top
hair salon for men in Karachi. Ms. Sara Irfan’s opinion
about cosmetic is very positive. She said it is really good to
use cosmetic but it should be original and reliable. It gives
different vitamins to your skin which makes you feel good
and a good look always lifts you up which polish your
personality. And if you work for screen, it changes your
lifestyle in a better way. When we asked about increasing
trend of men cosmetics she replied that this trend is
increasing in men especially young generation getting into
this. According to her they have so many men clients for
massage and facial at high cost. As well as gel, fairness
cream, face wash and creams for vitamins are taking part
in it, if you see men on screen they do use lipsticks and
other products like this too.
 Ms. Sara Irfan, makeup artist at clippers.

22.  According to Mr. Raja Mohammad Bilal, he is
a model and his profession requires him to
maintain his looks. He said that personally he
don’t use makeup bt makeup is a matter of
personal preference. He said that he mostly
use facial creams products, lip balms, hair
gel and so many products. Models usually
don’t feel reluctant in using cosmetic
products because their professional behavior
allows them to make up their personalities.
 Mr. Raja Mohammad Bilal (Model)

23. N Minimum Maximum Mean Std. Deviation
Consumption for
men cosmetics
50 2.25 4.75 3.6400 .62098
Personality
Development
50 2.25 5.00 3.5400 .60263
Reference Group 50 1.75 4.50 3.2750 .69482
Celebrity
Endorsement
50 1.00 4.50 2.7900 .80394
Valid N (listwise) 50

24. Dependent Variable
Personality
Development Reference Group
Celebrity
Endorsement
Consumption for
men cosmetics
Pearson
Correlation
1 .407** -.189 .037
Sig. (2-tailed) .003 .190 .798
N 50 50 50 50
Personality
Development
Pearson
Correlation
.407** 1 -.021 .355*
Sig. (2-tailed) .003 .886 .011
N 50 50 50 50
Reference Group Pearson
Correlation
-.189 -.021 1 .258
Sig. (2-tailed) .190 .886 .070
N 50 50 50 50
Celebrity
Endorsement
Pearson
Correlation
.037 .355* .258 1
Sig. (2-tailed) .798 .011 .070
N 50 50 50 50

25. Cosmetic market is now no more women market
only. Now it has been emerged as men's
cosmetic market too
N Valid
50
Missing
0

26. Frequency Percent Valid Percent
Cumulative
Percent
Valid Strongly disagree
1 2.0 2.0 2.0
Disagree
4 8.0 8.0 10.0
Neutral
13 26.0 26.0 36.0
Agree
24 48.0 48.0 84.0
Strongly agree
8 16.0 16.0 100.0
Total
50 100.0 100.0

28. Frequency Percent Valid Percent
Cumulative
Percent
Valid Strongly disagree
1 2.0 2.0 2.0
Disagree
8 16.0 16.0 18.0
Neutral
15 30.0 30.0 48.0
Agree
24 48.0 48.0 96.0
Strongly agree
2 4.0 4.0 100.0
Total
50 100.0 100.0
Cosmetic products encourage and promote
strong, positive self image

30. Frequency Percent Valid Percent
Cumulative
Percent
Valid Strongly Disagree
5 10.0 10.0 10.0
Disagree
15 30.0 30.0 40.0
Neutral
14 28.0 28.0 68.0
Agree
13 26.0 26.0 94.0
Strongly Agree
3 6.0 6.0 100.0
Total
50 100.0 100.0

32. Frequency Percent Valid Percent
Cumulative
Percent
Valid Monthly Basis
11 22.0 22.4 22.4
Once in a 15days
5 10.0 10.2 32.7
Weekly basis
14 28.0 28.6 61.2
Daily Basis
19 38.0 38.8 100.0
Total
49 98.0 100.0
Missing System
1 2.0
Total
50 100.0

34. Table showing the variables entered in personality
development
Variables Entered/ Removedb
Model
Variables
Entered
Variables
Removed Method
1
Personality
Developmenta . Enter
a. All requested variables entered.
b. Dependent Variable: Dependent Variable

35. Model R R Square
Adjusted R
Square
Std. Error of
the Estimate
1
.407a .166 .149 .57299
A : Predictors: (Constant), Personality Development

36. Model
Sum of
Squares df Mean Square F Sig.
1 Regression
3.136 1 3.136 9.551 .003a
Residual
15.759 48 .328
Total
18.895 49
•Predictors: (Constant), Personality Development
•Dependent Variable: Personality Development

37. Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant)
2.154 .488 4.417 .000
Personality
Development
.420 .136 .407 3.090 .003

38. Acceptance of cosmetics for frequent use has
been on the rise among Pakistani male
consumers. Social class have a strong
influence on the consumption in males as it
has been observed that males belonging to
higher class prefer to use such products
whereas those belonging to middle class are
somewhat reluctant to consume such
products.

39.  The companies producing cosmetic products should
motivate males in our nation not to hesitate while buying
such products.
 There should be proper marketing campaigns and
advertising in order to increase the number of consumers.
 Companies should try to divert the mind of those who are
conservative towards consuming cosmetic products.
 There is need to consume men cosmetic products in order
to meet the changing trends and style.
 Companies should introduce a variety of products ranging
from upper class to middle class as well. By doing so
consumption will also increase in other social classes.
 Men should not overlook the importance of keeping their
face clean and healthy looking.
 Companies should do a comprehensive study of the
potential in young males and how to best reach them.