Male cosmetics consumption literature and antecedents

What is it about?

Cosmetics consumption challenges hegemonic masculinity norms. In this study, we shed light on men's paradoxical behaviour by performing a pioneer systematic review on male cosmetics consumption literature, and by empirically testing psychological and demographic antecedents of cosmetics consumption.

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Photo by Supply on Unsplash

Photo by Supply on Unsplash

Why is it important?

This study focuses on an economically relevant segment that defies the status quo. It is the first to systematically demonstrate the state of the art of male CC knowledge and to illuminate the role of psychological and demographic variables in influencing CC, enriching the literature on appearance, gender and consumption. Beyond profitability, economic growth and men’s well-being, the results might affect the whole society through male cosmetics' contribution to blending gender paradigms.

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