Is masculinity ruining the male skincare market? Comprehensive insights on consumer behavior in cosmetics

What is it about?

This article investigates the factors influencing men's purchase intention for skincare products, particularly focusing on the evolving attitudes toward masculinity, grooming, and self-care. The study seeks to identify dimensions such as self-image, health concerns, masculinity, and perceptions regarding skincare, along with the impact of social media use on men's skincare purchase intention. The results reveal that men's skin health concerns significantly impact their purchase intention for skincare products. Self-image concerns and perceptions regarding skincare also emerge as influential determinants in shaping men's purchasing decisions. Conversely, the study finds that health concerns and social media platform use do not directly influence skincare purchase intention. Notably, self-image is identified as a complete mediator between men's social media usage and their intention to purchase skincare products.

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