Dear Anna Lux,
As PinkFreud has mentioned earlier, real market research would be very
costly. However, I found some information for you that could serve as
foundation, and would be appropriate for the price you have offered.
An "opportunity assessment" recently written in the Stern School of
Business (NYU), reveals the following:
"Recent trends show that men are spending more time and money on
personal grooming these days. Sales of men's skin-care items have
risen 10 percent in each of the past five years (to $79 million), and
men now account for about 25 percent of all spa visits.
[...]
The spa would target affluent men in their mid-20?s to early-60?s who
care about personal grooming and like to be pampered. A secondary
target market would include their significant others who could
purchase these services and products as gifts. "
(SOURCE: Bernard Frojmovich, Mona Hans, Evonne Lai, Darryl Ng, Melanie
Rhinehart and Eliza Wong, April 30, 2003, "An Opportunity Assessment:
The Male Salon" <http://pages.stern.nyu.edu/~tucci/courses/b65.3335/spa.pdf>).
More information on this target market, and figures regarding New
Yorkers, exist on pages 4-5 of this report.
Other sources confirm the age ranges of the target population:
"King of Shaves' (KoS) [...] will focus on the core target market of
16 to 35 year old males." (SOURCE: "King of Shaves: male grooming
ready for the mainstream" 25 Nov 2003
<http://www.datamonitor.com/~a696f562ca9b45109a469c64423aba4b~/industries/news/article/?pid=7BC3A12B-0E06-4779-9BBA-500B621B750E&type=CommentWire>).
"[...] a 26-year-old male super-market manager -- a man smack in the
middle of the target market for the Nivea male skincare range"
(SOURCE: Gautier, Adele, Nivea Dares to Care, New Zealand Marketing
Magazine; October 01, 2002,
<http://static.highbeam.com/n/newzealandmarketingmagazine/october012002/niveadarestocaremarketingmagazinemarketingawards/>).
I hope this answered your question. Please contact me if you need any
clarifications on this answer before you rate it. My search terms have
been quiet straightforward: "men skincare" "target market". |
