DOI: 10.14457/tu.the.2018.355
title: An investigation of factors influencing the adoption of makeup among male millennials in Bangkok

description: The global trend is shifting and the phase of makeup, formerly only for feminine beauty, is blurring. The traditional concept of a male’s appearance is strength and masculinity. However, men’s lifestyles today have changed and allowed men to have more freedom. The male grooming industry is growing and male makeup comprise a new trend for 2019. Big brands have started to promote new products for male makeup. Male makeup viral videos have been launched to test the market and build awareness. However, there is no research relating to cultural norms and makeup adoption among Thai male millennials. A study of the factors influencing the adoption of makeup among male millennials in Bangkok would help to understand consumer attitudes and cultural norms as well as the barriers faced by male makeup. This study is a contemporary topic in applied marketing focused on a socially- related subject. The first objective was to investigate men’s attitudes towards other men wearing makeup, while the second was to identify the key factors that affect the adoption of men’s makeup according to Thai sociocultural norms. The third objective was to identify the factors that influence men to purchase makeup as well as the barriers that prevent them from purchasing makeup based on the marketing mix. The results can assist marketing managers of retailers and manufacturers’ decision-making for product development and the design of marketing strategies. Data and insights were obtained through primary and secondary data. Qualitative research was employed through face-to-face interaction and phone calls for semi-structured, in-depth interviews with 26 young millennial Bangkok urbanites, defined as Thais aged between 18-28 years living in the Bangkok area and classified as makeup users and non-users.Independent key variables of this study were set as (1) Men’s attitudes towards other men wearing makeup, (2) Sociocultural factors, and (3) Marketing mix factors. These three major variables lead to the dependent variable, which is purchasing decisions for makeup products. The results showed that most respondents and those that surround them do not have a negative perception towards men wearing makeup, yet they remain afraid of being accused as gay. Family, friends and role, status and occupation have a slight impact on makeup adoption among users and non-users. With respect to social factors, girlfriends are the most crucial influencers who can trigger the need, act as sources of information, and recommend products. There are six criteria regarding product attributes which lead to adoption of makeup which are Invisibility, Function matches need, Quality, Non-allergenic, Easy to use, and Easy to remove. The majority of users and non-users do not see the difference between women’s and men’s makeup. However, they remain interested in trying out ‘For men’. Store experience creates the product trial; however, non-users felt uneasy to purchase ‘For men’ makeup that is mixed with women’s products in the store. The majority of users and non-users have little knowledge about makeup because makeup is not widespread among men. All these consequences cause slow makeup adoption.Therefore, (1) the industry and makeup entrepreneurs should continue to raise awareness and create viral advertisements of men wearing makeup to loosen up the cultural norms. The results also underline that a company should consider a Thai celebrity who has a masculine look with slightly tanned skin to reflect Thai culture. (2) Regarding the social-cultural factors, the company should consider using girlfriends as micro influencers. (3) A company or manufacturer should first focus on the attribute of light texture because men do not want others to obviously see that they wear makeup. Moreover, the company should clearly distinguish between men’s and women’s makeup, such as the design, color of the packaging and the scent. (4) The store should place ‘For men’ makeup in the men’s section separately from women’s. (5) To increase the consumers knowledge, the company should focus on tutorial videos or testimonial advertisements to boost attraction among men.