Evaluate each of the following as a potential market for men’s grooming products. Be specifi c as to the kinds of grooming products that might be best targeted to which segment.

a. Ubersexual

b. Regular Joe

c. Marked Groucho Males have three reasons for trying to look good (which, in American society, also implies looking young). First, one’s career may be enhanced by looking good, which includes being attractive, appearing fi t, and being energetic (young), As one businesswoman stated:
Any guy who goes into consulting has to be attractive. It struck me one day: Every time I met a good-looking guy and asked him “So, little boy, what do you do?” he was a consultant. The ugly ones are all accountants.
A second reason for men’s concern about looks is to be attractive to women. Many middle-aged men who go through divorce engage in a wide variety of “beauty”
enhancement activities. Most women no longer need to rely on men for fi nancial support, which allows them to focus more on the physical and personal characteristics of potential partners.
A fi nal reason is a combination of ego and competitiveness.
If looks matter, then competitive men will compete to look good. Knowing that one looks good or receiving compliments or “admiring glances” is also gratifying to a person’s ego.
The men’s grooming market is expected to be around $10 billion by the end of this decade, with a current market of $7.7 billion. The market can be broken out as shown in the following table. As you can see, the skin care market remains a relatively small part of the overall men’s grooming market, although growth has been a steady 7 percent annually since the mid-1990s.
Fragrances $1,935 Shaving 3,560 Deodorant 1,470 Hair care 541 Skin care 154 Bath and shower 77 There is some uncertainty about the men’s grooming market. A combination of demographics and psychographics may provide some clues. Table A presents select demographics for a number of men’s cosmetic products.