What Men Want? A study on the male grooming industry

in Ireland

By Jennifer Adamson

Molton Brown

• Molton Brown first established itself in 1973, on South Molton Street, London.

• The Molton Brown brand promise, “The thrill of discovery.

• Today Molton Brown has:– Almost 50 emporia globally – Over 50 manned concessions– More than 350 unmanned

concessions within department stores

Research Brief

“The one thing that is important for Molton Brown at the moment is communicating to men!  So from what products they look for, what messages, images and promotions appeal to them”.

(Kate Elliot-Head of Global Marketing)

Research Objectives

• Molton Brown brand experience, brand values and how Molton Brown advertising

• Industry and competitor analysis• To establish what products men

are looking for• Messages and imagery that

appeal to men• To determine how men shop,

physical factors, servicescape & buying behaviour.

Primary Research

• Face-to-face Interviews• Service Blueprint• At home product testing kits• Product testing focus groups• In store buying behaviour

observation

Secondary Research

• Newspaper Articles:– The changing face of macho men

• Industry reports:– Facial care in the UK (Datamonitor)– Skincare in Ireland (Datamonitor)– Facial Care in Ireland (Datamonitor)

• Molton Brown Documents:– Product Training Manuals– Men of the World-Marketing Pack– Merchandising Manual

Research Analysis

• Competitor analysis– Direct competition– Indirect competition

• Perceptual brand positioning–Modern-Traditional– From Nature- From Science

• Segmentation analysis

Customer Persona

Name: SeanAge: 30Occupation: TeacherHobbies: Rugby, gym and travelHometown: DublinStyle: CasualFav Product: Black Pepper Body

WashTime spent getting ready? 15mins

Limitations

• Lack of secondary research resources available on the Irish male grooming industry.

• Difficult to cost the campaign as Molton Brown has their own printing and manufacturing suppliers based in England.

• The author did not have any access to financial reports or budgets from Molton Brown.

Key Findings

• 7/10 men questioned would try Molton Brown again

• Range differentiation is a problem• Mens range makes up 15%• Currently targeting just one

segment• Past campaign proved unpopular• Testers expressed confusion over

product uses

Conclusion

• The male category needs to be redefined!!!

Recommendations

• Improve physical evidence/layout

• Educate the male customer• Run a male campaign for June• Ease male shopping

experience• Clearly define the male

section

New Male Campaign

• Scents Inspired by the Great Outdoors…

• Escape the Everyday…• Embrace the Outdoors…

Category Management

Shelf-talker

Product Testers

Promotional Sets

The “Replenish” Set-€51.60 The “Entice” Set-€55.80

PR Launch Event

• How to get men in the door?• What promotions to use?• What is the best way of

demonstrating the products?• What information should be

provided for them?• Who to invite?• What incentives can we offer

the customers for attending?

PR Launch Event

• Professional shaving demo• 15% discount• Promo sets• Samples• Product information• CRM database

Campaign Costing

• Printing €394• Product Samples €3,600• Professional Shave €26 per

person• Shave training €295

Thank YouAny Questions?