Is Male Grooming Still a Matter of Multifunctionality?

S. Baumgart

Popular advertisements show a variety of multiple-in-one products for active and sportive men in the middle of life. Men who
work on projects at home and at work. They have needs for multifunctional cosmetic products to save their precious time while
standing successfully in the triangle of family working and hobbies. Multifunctionality is the all-over claim which can be found
for these products. One product for hair, face and body – fulfilling all the different needs of all body areas. To make it possible
for men to focus and face “real” life without wasting time for trivialities. But do all men think in this way? Are men satisfied with
multifunctional products or is it just a cliché? Does the multiple-in-one claim really fit? On the other side men´s cosmetic product
range extends. The categories of men´s products are increasing and the range of products for different skin types, hair types and
styles are increasing over the last years. Besides the products for different activities like sports and hobbies are rising. This suggests
that not only convenience is in focus, but also performance and matching the skin type and preferences. Besides the active and
sportive men who find themselves in advertising, there are a lot of men who do not fit in this picture. The student, the artist, the
scientist for instance who find their success in other areas than the ones who are at home outdoors. Every man as an individual
feels comfortable in another environment and has a different focus in life.
14,02 € each

plus 5% VAT (Germany only)

Online available
Back to top

We use cookies on our website. Some of them are essential for the operation of the site, while others help us to improve this site and the user experience (tracking cookies). You can decide for yourself whether you want to allow cookies or not. Please note that if you reject them, you may not be able to use all the functionalities of the site.