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Unboxing Masculine Marketing

Ost, Nelleke Kristina LU and Nyberg, Linnea (2013) BUSN39 20131
Department of Business Administration
Abstract
The purpose of this research is to investigate the relationships between masculinity and marketing, especially regarding cosmetic products, a typically female industry. It has a social constructionist approach with a case study including in-depth interviews and virtual observation. One of the main findings of this study is the fact that marketing has to be different for men, especially concerning cosmetic products. The degree of adaptation highly depends on the culture of the men. Furthermore the study detected that often the women targeted for male cosmetic products due to several reasons. A lack of knowledge about gender marketing among
companies can be noticed. By utilizing the gender differences, a company could develop a beneficial... (More)
The purpose of this research is to investigate the relationships between masculinity and marketing, especially regarding cosmetic products, a typically female industry. It has a social constructionist approach with a case study including in-depth interviews and virtual observation. One of the main findings of this study is the fact that marketing has to be different for men, especially concerning cosmetic products. The degree of adaptation highly depends on the culture of the men. Furthermore the study detected that often the women targeted for male cosmetic products due to several reasons. A lack of knowledge about gender marketing among
companies can be noticed. By utilizing the gender differences, a company could develop a beneficial marketing strategy. This thesis provides knowledge about gender marketing and how this information can optimize the marketing strategies. A model is developed that facilitates the role of masculinity in marketing. More precisely, a tool for using masculinity when marketing typically female products, such as cosmetics, is provided. (Less)
Please use this url to cite or link to this publication:
author
Ost, Nelleke Kristina LU and Nyberg, Linnea
supervisor
organization
alternative title
How Masculinity Can Be Used When Marketing Female Products
course
BUSN39 20131
year
type
H1 - Master's Degree (One Year)
subject
keywords
Gender Marketing, Masculinity, Metrosexuality, Male Cosmetics, Social Media, Doing Gender, Marketing Strategy
language
English
id
3878927
date added to LUP
2013-06-25 10:20:25
date last changed
2013-06-25 10:20:25
@misc{3878927,
  abstract     = {The purpose of this research is to investigate the relationships between masculinity and marketing, especially regarding cosmetic products, a typically female industry. It has a social constructionist approach with a case study including in-depth interviews and virtual observation. One of the main findings of this study is the fact that marketing has to be different for men, especially concerning cosmetic products. The degree of adaptation highly depends on the culture of the men. Furthermore the study detected that often the women targeted for male cosmetic products due to several reasons. A lack of knowledge about gender marketing among
companies can be noticed. By utilizing the gender differences, a company could develop a beneficial marketing strategy. This thesis provides knowledge about gender marketing and how this information can optimize the marketing strategies. A model is developed that facilitates the role of masculinity in marketing. More precisely, a tool for using masculinity when marketing typically female products, such as cosmetics, is provided.},
  author       = {Ost, Nelleke Kristina and Nyberg, Linnea},
  keyword      = {Gender Marketing,Masculinity,Metrosexuality,Male Cosmetics,Social Media,Doing Gender,Marketing Strategy},
  language     = {eng},
  note         = {Student Paper},
  title        = {Unboxing Masculine Marketing},
  year         = {2013},
}