Men in Mirror

Cosmetics Consumption of Young Hungarian Men and the Use of Public Relations

Abstract

In this study a qualitative research was conducted among young urban adults in order to study attitudes towards men’s cosmetics consumption and Marketing Public Relations tools in general. Current attitudes towards men’s cosmetics usage could be categorized into three groups: refuse, accept or require a man to be concerned about daily grooming and be aware of the importance and availability of using different kind of products, brands. Young gents could be characterized as being „concerned”, „less concerned” and „unconcerned” about their cosmetics usage and attitudes towards. Beyond advertisements MPR tools should have been used because Hungarian men are at the so-called “educational” state of cosmetics consumption.