The document discusses the rapidly growing men's beauty market, highlighting the importance of grooming for men between the ages of 25-35, who often prefer products distinct from those marketed to women. It details market trends in Ukraine, emphasizing leading brands like Gillette and Nivea, while also exploring digital marketing strategies that significantly impact consumer engagement and e-commerce growth in the region. The analysis includes demographic insights, consumer preferences, and the competitive landscape within the men's grooming sector.

1. Anna Konovodova | Alina Astapenko
Zekie Irikh
DIGITAL GAME 2016

2. MEN’s BEAUTY MARKET
Part I
MEN’s BEAUTY MARKET
2

3. The Market
world trends
❖ Today, the market of Perfumery, Cosmetics,
Beauty salons, and SPA for male segments are
most attractive and fast-growing;
❖ Most men do NOT want to buy same products
as women buy;
❖ The use of cosmetics and perfumes is a must for
the person who wants to achieve status in
society. Like a good suit, watch and tie;
❖ The younger generation of men believe that the
appearance is an indicator of success in business
and life;
❖ For many men, the consumption of cosmetic
products begins with the ‘game’: the desire to
please their lovers;
❖ Men want to look well groomed and effective,
but often they are afraid to admit to others that
they use the full line of beauty products
3

4. Importance to Look
Well For Men
4

5. Market men's Wet Shaving - one of the most
dynamic in the world, where men quickly "switch"
to better and more expensive products.
5

6. Target
Audience
6

7. Men’s beard
grows daily up to
0.0375 cm, for
the year 13.75 cm
But the
primary
25-35 y.o
High Income
Total Men
target audience
18-45 y.o Mid &
High Income
General Information
7

8. Main Trends
Beard or Not to Beard?
"Growing a beard is the only way a man can
publicly display his manhood, without getting
thrown in jail for indecent exposure!“
Dr Alun Withey
(creator of 'Do Beards Matter')
8

9. Hipster Yuppie Yuccie
★ Hipsters wear really
nice clothes but have
no actual job
★ They tend to
congregate in very
urban settings
★ They are connected
globally thanks to the
Internet
★ Yuppies have a job and
receives a lot of money
★ They live in or near a
large city
★ They wear designer
suits, gucci preferably
with slicked back or
well cut hair
★ Yuccies use internet as
methods of self-
promotion
★ They support brands
promote sustainable
★ They do not necessarily
seek expensive brand
names
The whole point of
hipsters is that they
avoid labels and being
labeled
Psychotype yuppies
show marked
narcissistic traits
Main approach of yuccie
is being successful like
yuppies and creative like
hipsters
9

10. Men’s
Beauty
Market in
Ukraine
10

11. Approximate Market Share of Men’s care
beauty products in Ukraine
51% 10%15% 24%
According to the results of market research, it was
identified the main players in the market of men's
grooming.
Ukraine with a
retail share of 51% has
benefits from a wide
product portfolio of well-
known popular brands such
as Gillette and Old Spice,
which are heavily
advertised on television.
Ukraine
ranked second in men's
grooming with a 15%
value share thanks to its
popular Nivea brand,
which has presence in
many beauty and
personal care.
Ukraine
ranked third
with a 10% value
share due to its
Axe, Rexona and
Clear Vita ABE
brands.
Other players of men’s
grooming market, e.g.
L’oreal Men Expert,
Oriflame, Fa men, Cool
men, Welldone and etc.
11

12. Category Mass Market Professional Luxury
Hair Clear VITA ABE, Nivea Men, Head
Shoulders, Axe, L’oreal Elseve, Well-
done , Shauma, Shamtu, Estel
Professional, Fructis Men
Paul Mitchell, Kerastase, American
Crew, Schwarzkopf Professional,
Dax men, Murrays, Black&White,
Loreal Professional Homme
Acca Kappa, Barex Italiana, Tigi,
C:ЕНКО, Korres
Body Arko men, Axe, Dove Men+Care,
Nivea men, Palmolive men,Rexona
men, Welldone, Old Spice, Adidas,
Витэкс, Estel, Fa men, Florena men
Acca Kappa, Declare, Weleda,
Mades Cosmetics, Yves Rocher,
Kiehls
Lumene Men, Armani Acqua Di Gio,
Armani Code, Burberry, Calvin Klein
Chanel Allure Homme, Clinique Happy for
men, Dolce&Gabanna, Davidoff adventure
Lacoste, Mercedes-Benz
Face Nivea men, Gillette, Cool men,Lumene
men, Welldone, Витэкс, Mades
Cosmetics, Natura Siberica, L’oreal
Men Expert, Arko men, Oriflame,
Avon,Faberlic for men, Men Aggressia,
Fa men, Florena men
Academie Homme, Biotherm
Homme, Phytomer, Declare, Vichy
homme, Weleda, Uriage, Yves
Rocher, Nuxe men, The Art of
Shaving
Collistar, Clinique for men,
Shiseido Men, Dior Homme,
Lancome Men, Aramis, Paco Rabanne
Fragrance Adidas, Nike for men,
Alain Aregon, Avon
Acca Kappa, Acqua di parma, Angel Schlesser, Hugo Boss, Giorgio Armani, Paco
Rabanne,Diesel,Chanel Homme, Dior, BVLGARI, Trussardi, DsQuared, Bugatti,
Hermes, Ralph Lauren
Men’s brands in Ukraine
12

13. PRODUCT CATEGORIES (FACE)
SHAVING
AFTER
SHAVING
SKIN
CARE
13

14. What do
Ukrainian
Men Need?
14

15. What are the main
characteristics of
selection products for
shaving?
Statistical Data from the questionnaires (60 men)
15

16. Statistical Data from the questionnaires (60 men)
The most popular shop for
buying men's care products
Who buys shaving
16

17. How often buying
products for shaving
Men are very conservative in their cosmetics
preferences and they often stick with the
same products for years
17

18. Competition
in Ukraine
18

19. MAIN PLAYERS
Manufacturer of accessories for
shaving and body care. Each shaving
system has its copyrighted name.
❖ One of the first clearly identified
market sector: young, modern,
focused on success and winning
man.
❖ The pricing strategy is a
premium focus.
❖ Gillette spends billions of dollars
on ad policies.
❖ Use an Emotional Marketing
Strategy.
❖ Managers of the company said that
Product Quality is the core
product offering, around which
everything else revolves.
The world's leading brand in the
category of the care of men's skin.
❖ In 1980, men around the world
were introduced to a new concept
in skincare: an alcohol-free
aftershave balm from NIVEA that
did not irritate skin.
❖ Offers a wide range assortment:
from shaving for sensitive skin to
the tonic shower gel.
Is a modern, dynamic,
innovative brand.
❖ Brand appeared from
1957 in Turkey.
❖ Under this brand are
manufactured shaving,
after-shave, razors,
deodorants and shower
gels.
❖ Positioning the products
as consumer goods at
an affordable price.
19

20. of market
share
75%
The Main Sales of before/after-
shaving products are of such
brands as Gillette, Nivea Men,
Arko, Florena, Avon, Men
Expert, Men Agressia, Oriflame,
Faberlic, etc..
of sales
50%
In the categories structure
prevails demand for
Shaving Foam, sales of
which represent about 50%
The Main Trend in the After-Shave
segment is an increase in the
consumption of balms and reducing the
demand for lotions. BUT lotions are
still the most important and the biggest
segment.
Aftershave segment is growing
much slower than balsam. Low
demand persists after shave gels,
despite their efficiency in use. Gels
occupy the upper-price segment.
20

21. Main Product
Assortment
Categories
Type of the men’s cosmetic/Company Men Expert Nivea men Gillette Arko
Skin Care: 3 2 - -
Hydra energetic Lotion + - - -
Face washing gel + + - -
Cream + + - -
Pre Shaving: 7 14 24 18
Shaving cream - + - +
Shaving foam + + + +
Shaving gel + + + +
Post Shaving: 7 13 16 7
Balm + + + +
Cream + + + +
Lotion + + + +
Gel + - + -

22. PRICE
Type of the men’s
cosmetic/
Company
Men Expert Nivea Men Gillette Arko
Skin care
Face washing gel
50 ml
220
UAH
160
UAH
- -
Pre Shaving
Shaving foam
200 ml
70
UAH
65
UAH
50
UAH
35
UAH
Post shaving
Lotion
100 ml
156
UAH
135
UAH
130
UAH
65
UAH
22

23. Pricevalue
Price
Value
23

24. Distribution
Channels
The main players use all retail channels: from
open markets to large retail chains.
The main retail channels are supermarkets,
specialty shops for the sale of cosmetics and
household chemicals, and large shopping centers.
Developing distribution channels such as direct
sales (Avon, Oriflame, Mary Kay) and trade via the
Internet (own online shop, online shop).
24

25. С

26. Porter’s
Five Forces
Threat of new
entrants
(high)
The market of cosmetic is one of
the fastest growing and dynamic,
threat of new entrants in Ukraine is
high.
Competitive Rivalry
(high)
There is strong competition between
certain brands such as Nivea,
Gillette, Argo etc. Any new cosmetics
brand entering the market has a low
barriers to entry, however has to face
competition from several brands,
which vary greatly depending on
multiple factors
Threat of Substitute
Products
(low)
The suppliers of cosmetic products
and cosmeceuticals for Ukraine are
international distributors of cosmetic
brands, large global retailers or
individual local agents.
The Bargaining
Power of Buyers
(high)
In the cosmetic industry, we can
differentiate between two types of
buyers: B2B clients and B2C clients.
The Bargaining
Power of Suppliers
(high)
This conclusion has been made due
to the fact that a substitute for
cosmetics products does not exist.
26

27. DIGITAL MARKET
Part II
27

28. Digital
Marketing
Activities
with the
greatest
commercial
impact
in 2016
- Marketing Automation (including CRM, behavioural Email marketing
and web personalization)
- Content marketing
- Big Data (including market and customer insight and predictive
analytics)
- Mobile marketing (Mobile advertising, site development and apps)
- Virtual Reality
- Conversion rate optimisation (CRO) / Improving website experience
- Social Media Marketing including Social CRM and Social Customer
Care
- Search Engine Optimisation
- Wearables (e.g. Apple Watch, activity trackers, augmented reality)
- Paid search marketing, e.g. Google AdWords Pay Per Click
- Online PR (including influencer outreach)
- Internet of Things (IoT) marketing applications
28

29. Digital
Trends
1
Improved people-based
marketing options will give
advertisers
flexibility and control
2
Advertisers shift focus from
workflow efficiency to
targeting precision
3
Marketers will raise
technology standards to
close the mobile gap
4
Limitations of walled
gardens will force
advertisers and publishers
to make tough choices
5
With ad blocking as the new
normal, better targeting,
formats and relevancy
become essential
6
The race for data drivers
bigger and bigger ad tech
acquisitions 7
The era of first-party data
creates demand for data-
driven C-suite roles
8
Coalition loyalty programs
will open doors to more
valuable second-party data
29

30. Ukrainian
Digital
Market
30

31. Men’s
interests
Waste no more time
arguing about what a
good man should be.
Be one.
Marcus Aurelius
The great question that has
never been answered and which
I have not yet been able to
answer, despite my 30 years of
research into the feminine soul,
is: ‘What does a woman want?’
Sigmund Freud
Sports don’t build
character.
They reveal it.
Michael Jordan
I know a lot about cars,
man. I can look at any
car's headlights and tell
you exactly which way
it's coming.
Mitch Hedberg
I don’t have dreams,
I have goals.
Harvey Specter
31

32. brand community in Ukrainian Facebook№ 1
Every 20th
Ukrainian Facebook
user
is a fan of
Chernigivske page.
from20% in 2013
till 41%in 2014
- Teaser ads
- Apps
“Yes, I am Ukrainian”
“Chernigivske rules
of communication”
- Karaoke-app
“Ukrainian songs”
32

33. Integrated
Digital
Campaign for
Lvivske beer
song / uploaded photos
10 / 1944
22136
unique users
43%
viral effect
204 544
2314
page views
1 million
total reach
users
attracted fans
91 000
viewers
Ukrainian community of cra ters
on FB was created to promote the
beer “Lvivske Robert Doms”.
33
“Legendary words”

34. Digital campaign
for
Discovery Channel
Ukraine
IDEA
User passes the test,
gets a result
( 1 of 11 Archetypes)
and recommendation
of the most suitable
discovery channel’s
content.
PRIZE
4 cameras Go Pro
RESULTS
In 4weeks more than
450,000 unique visitors
Viral traffic - 87 %
(more than 390,00 unique visits)
Viral coefficient - 7
(1 paid user brought 7 free visitors)
The cost of a 5-
minute-contact with
customer less than -
$0.05!
9,000,000
total viral
campaign reach
In 1 month Discovery Channel gained
more than
50 New Requests from
UKRAINIAN TV PROVIDERS
IN 3 MONTHS DISCOVERY
CHANNEL
TV RATINGS IN UKRAINE
ROSE ON 15%

35. Digital
Campaigns
of Citroen:
Virtual Race
“New Citroen C4 Facebook GrandPrix”
+7000
New FANS
1 1 800
Likes
+ 66 %
Market Share
Say “NO” to someone else’s
rules-Announce your manifest!
Digital
campaign
of Nissan
Micra from
Lego:
- To assembly the Lego model of
Nissan
- Video broadcast on the official
website of Nissan
- Online competition among visitors
1
2
Test-drive
registrations
X 9 times.
117% of promo
sales plan

36. Nivea Men Digital Strategy
- Ukrainian branded website
- life hacking of personal care
- promotional campaign
“Success in details”
Gillette Digital Strategy
- digital POS
- promotions
“To become a G-man”
130
thousand
codes
40
thousand
people
every
3rd
participa
nt
36

37. AMBASSADORS & SLOGANS
L’oreal
Men Expert
Gillette NIVEA
FOR MEN ARKO
David Beckham
Roger
Federer
Tiger
Woods
Jonas Rivanno
Arjun Rampal
Expert at being a man.
Fit. Sharp. Cool.
The Best a Man
Can Get
The day begins
from you!
Pure Shave.
Pure pleasure.
Hugh
Laurie
Gerard
Butler
Ryan
Reynolds
Jimmy
Bartel
37

38. SMM (Jan 2016)
L’oreal
Men Expert
Gillette NIVEA
FOR MEN
ARKO
237
N /A
N/A
1 238 #lorealmenexpert
N/A
2 095 344
N /A
3 273
52 435
4 036 353
429 843 (RU)
N /A
5195 #niveamen
1 226 (UA)
N /A
N /A
N /A
N /A
38

39. users cannot live a day without the
Internet, and 59% are men
devices with
Internet
connection
of Ukrainians
prefer social
networks as a
leisure.
The majority of Ukrainians put in the 1-st place
the desire to stay in shape and be healthy.
21,1
million
1,8
million
35%
45%
Why Do You need Digital?
21,7 h.
a week TV 20 h.VS
Online
The most active users - a youth
EVERY DAY 70%
16-25 y.o
ONLY 14%
40-59 y.o
39

40. Consumer online
feedback about
L’oreal Men Expert
The responses from
http://shop.loreal-paris.ua:
The responses from
http://rozetka.com.ua
40

41. Statistical Data from the questionnaires (60 men)
Using products of
L'oreal Men Expert
Knowledge of
L’oreal Men Expert
41

42. E-commerce
environment
★ E-commerce in Ukraine is
estimated to be worth 2.7 billion
euros.
★ About 70% of users are searching
information about goods and
services online.
★ Only 30% prefer online
purchasing, and more than 40% is
offline
★ it’s expected that the e-commerce
volume will increase rapidly and
will grow from 2.7 to 7 billion
euros by 2018
42

43. E-commerce trends in Ukraine
1 2 3
More and more small and
medium-sized businesses are
opening own online shops. Their
online assortment increased to
34.6 million of goods and services
SMALL AND
MEDIUM-SIZE
BUSINESSES
Powerful offline retailers go
online. For example, companies
such as WOG, Comfy, “Sea of
Beer” go online, which is quite
unusual for such players
Ukrainians do more shopping
online. Shopping in the
product category "beauty"
grew by 60 percent compared
to the previous year
MORE SHOPPING
ONLINE
4 5 6
Ukrainians are searching the best
deals in online shops. Ukrainians
realized that they can not only buy
goods in retail networks, but also
beneficial to make purchases online.
BEST
DEAL
Growing influence and share of
mobile devices to online sales.
The number of visitors from
mobile devices increased more
than 2.3 fold
MOBILE
DEVICES
Growing customer service online.
The powerful players with poor
service can lose market share, in
contrast, the smaller players will
catch up to the leaders.
CUSTOMER
ONLINE
SERVICE
UNUSUAL
PLAYERS
43

44. MEN EXPERT SWOT
STRENGTH WEAKNESSES
➔ Positive reviews from customers;
➔ World Recognized and respected
Ambassadors;
➔ The brand presents some unique
products;
➔ Having the own online shop;
➔ Limited Merchandising;
➔ Low Social Media Performance;
➔ Absence of the web-site;
➔ No integration marketing
communications;
➔ Weak content and on-line positioning;
➔ Low marketing budget;
➔ no SEO and no digital campaigns;
OPPORTUNITIES THREATS
➔ Become the Best Interacting Digital
Brand;
➔ Build long lasting relationship with
customers;
➔ Attract new buyers, increase sales;
➔ Health and beauty branch is growing
rapidly in e-commerce;
➔ High competition in the market;
➔ Ukrainian audience will not accept brand,
due to high prices and economic situation
nowadays;
➔ Problems with measuring and evaluating
efficiency of digital campaigns;
➔ Wrong target audience focus.

45. Thanks!
any questions?
We are SYNERGY TEAM | KNEU
Anna Konovodova
anna.konovodova@gmail.com
Alina Astapenko
alinaastapenko20@gmail.com
Zekie Irikh
zekie.irikh@gmail.com
to be continued soon...