Veepee|ad, Veepee’s retail media agency, surveyed its Club members to understand purchasing behavior when it comes to men’s skincare and cosmetics. The verdict: while these products are indeed found in shopping carts, it is mostly women who buy them… for the men in their lives.
91% of members surveyed say they regularly or occasionally buy men’s hygiene and grooming products (shampoos, deodorants, perfumes, and shaving foam). But behind this figure lies a key piece of information: 75% of respondents are women. The purchasing dynamic is therefore largely marital or familial:
• 67% buy for their partner,
• 11% for their father
• 10% for their son(s)
• 8% for their brother(s)
• 5% for friends
Demanding purchasing criteria
The selection criteria confirm the changing expectations of consumers, even when it comes to purchases made for others. Respondents prioritize transparency and quality above all else:
• 67% favor natural or “clean” ingredients
• 58% consider price to be a determining factor
• 45% take brand reputation into account
• 25% consider customer reviews to be decisive
A measured but selective budget
While standards are high, budgets remain modest. More than one in two members spend between €20 and €40 per product, one-third spend less than €20, and only 4% spend more than €60.
It should also be noted that nearly one in three people make these purchases online.
