However, although women and men share the options stated earlier, the 2 markets haven't yet reached exactly the same level of maturity. Women certainly are a well-educated cosmetics market, whereas men're still only emerging. The steps of becoming a normal cosmetic product consumer would be the following: first you become aware of a challenge, and you acknowledge involve external assist to handle it; you then begin to use cosmetics products as a treatment to solve this particular problem. When you spot the results with the products, you begin with them daily. During this period you become a long-term consumer; you acknowledge your basic needs and start developing a new one. While women happen to be in the last stage of this process, men are only starting to see the advantages of cosmetics, and to become daily users of beauty and products.
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When communicating about and advertising for their brands, it is crucial for cosmetic companies to take into consideration differences between the maturity from the female and male cosmetic markets. As women understand their requirements and possess general understanding of the merchandise, advertisements aimed at women will focus on explaining the products, their ingredients as well as their specific effects onto the skin. Thus, a scientific approach will be favoured for the female market. However, for that emerging male cosmetic market, advertisements should highlight daily steps and the visible results the products may have on skin.
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