[PRESENTATION][ThanyalakK]

Is there a profitable
opportunity in developing
beauty salon specialized
for men In Belgium
in the context of growing in
men’s grooming market?
Presented By
Thanyalak KAWSOMBOON
Promoter
M. Fathi tlatli

Thesis Proposal
Presentation plan
men’s grooming market
Driving Force
Service Marketing
The Mensroom
Consumer behavior
The menroom in belgium
Conclusion

Thesis proposal
objectives
 Study of Men’s grooming market worldwide and market opportunities
 Study the Factors that drive men to be beauty and image conscious
 Study the Beauty salon as a form of service marketing on application to
The Mensroom
 Study expectation and perception of Belgium men consumers toward
Beauty salon specialized for men
 Application of research findings to The Mensroom

Thesis proposal
“There is a profitable opportunity in developing
Beauty Salons specialized for Men in Belgium
in the context of growing in Men’s grooming market”
Hypothesis

Thesis proposal
methodology
 Primary Data Collection
 Questionnaires Survey
 In-Depth Interview
 Secondary Data Collection

Birth of men’s grooming market
“Gone are the days where a guy furtively applies his girlfriend’s face cream
behind closed doors. Today, European men are bolder, venturing in greater
number to shop for their own brands of beauty—either in- store or online.
They are not just snapping up the basics, either, but buying and using the
more sophisticated treatment offered. We are reaching what we call a
tipping point”.
Jean-Jacques Lebel Executive Vice President and managing director of L’Oreal

Characteristics of men
 They are beauty and appearance conscious
 They feel no more embracing in using beauty products
 They are using more sophisticated beauty products
 They demanding for beauty products specialized for them
 They spend longer time getting ready to go out than women
 They even wear some make-up

Men in the 21st century: [metrosexual]

Men in the 21st century: [retrosexual]

Men in the 21st century: [Ubersexual]

men’s grooming market today
4 mains categories
Toiletries
Skin care
Hair care
Deodorant
Make-Up

WorldWide men’s grooming market
2008
(million
Euros)
2009
(million
Euros)
2010
(million
Euros)
Growth Rate
(%)
Toiletries 303.52 301.23 309.20 1,9
Skin Care 135.78 131.23 140.33 3,4
Hair Care 71.88 75.31 77.59 7,9
Deodorant 25.55 26.76 26.76 4,7
Total 536.73 534.53 533.88
Source: EURO Monitor 2010 Masculine Dynamism: Men‟s care grooming fast by Carrie Lennard

men’s grooming market today
0
20
40
60
80
100
120
140
160
180
2008 2009 2010
Unilever
P&G
Beiersdoft
L’Oreal
Others
Own label

men’s grooming market WorldWide
 Western Europe is still the largest region for the male-
specific category because of strong sales in the Franch,
German and Italy
 The market for men’s skin care is actually beginning to
imitate the functions of women’s skin care products

men’s grooming market WorldWide
 The use of male-specific products becomes the norm
for men around the world
 During economics crisis Men’s grooming products,
were facing only a small decrease in sale volume
 Major Players in beauty industry focus on Emerging
Regions: BRIC Nations

Thesis Proposal
Presentation plan
Driving force
Service Marketing
The Mensroom
Consumer behavior
The menroom in belgium
Conclusion

Driving force
Power of look
Discrimination
“The tens want to be tens and a half”
Looksism
Immeasurable
Beauty Standard
Socially Rejected
Beauty Icon

Driving force
Cultural globalization

Service Marketing
Definitions
“Service is something which can be bought and sold, but
which you cannot drop on your foot”.
(Gummesson, 1987)

Service Marketing
Characteristics
Intangibility Inseparability
Variability
Perishability Criterion for satisfaction
Participationservice

The mensroom
Donna Beyak (The owner of The MensRoom, Canada)
 Created, Designed and Styled Just for Men
 Make the salon experience more "manly"
 Delivering the ultimate relaxing grooming experience for men
 Providing exceptional grooming services with products
specialized just for men
 Serve their masculine customers with items that interest their
customers

The mensroom

Consumer behavior
European men
[European men are ready for change]
Source: Helene Marteau: HEALTH & BEAUTY 2007, Men Europe5 Report

Consumer behavior
European men
[European men perceive handsome equal advantage]
Source: Synovate Research Reinvented, 2009

Consumer behavior
European men
[European men love shopping]
Source: Synovate Research Reinvented, 2009

Belgium Consumers
 To study the behavior of male customers in Belgium in using
hair salon services
 To study the perception of male customers in Belgium towards
men’s grooming behavior
 To study the perception of male customers in Belgium towards
beauty salons specialized for men
survey’s oBjectives

Belgium Consumers
survey’s oBjectives
 To study the expectation of male customers in Belgium towards
beauty salons specialized for men in the context of
 Services provided
 Atmosphere
 Activities to do while waiting
 Criteria they will use in choosing beauty salon
specialized for men

methodology
Belgium Consumers
 Research Design
 Questionnaires Survey
 Population and Sampling
 Male
 Aged 20-60 years old
 University students, employees, business owners
 Urbanity characteristic
 Limitations of the study
 Language
 Questionnaire Length

research findings : [research results]
[respondents’ demographic]
Belgium Consumers
Age:
 20-25 years old (37.3%)
 26-30 years old (26.5%)
 31 -35 years old (6%),
 36-40 years old (13.3%)
 45 to 50 years old (4.8%)
 over50 years old (12%)
Income:
 less than 2000 euro (27%)
 2001 to 3000 euro (47.7%)
 3001 to 4000 (13.3%)
 4001 to more than 5000 euro (6%)
Occupations:
 Employees (39.8%)
 Students (37.3%)
 Business owners (4.8%)
 Freelancers (3.6%)

[current Behavior in using hair salon]
Belgium Consumers
Where:
 Mixed hair salon (69.9%)
 Barber shops (21.7%)
 Do haircuts at home (6%)
Frequency:
,
 Once a month (33.3%)
 Once every three months (26.9%)
 Once every two months (17.9%)
 Twice a month (6.4%)
 Once a week (2.6%)
How Much:
 Less than 10 euro (11.5%)
 10-20 euro (42.3%)
 21-30 euro (34.6%)
 31-40 euro (8.4%)
 More than 41 euro (1.2%)

[perception about beauty salon specialized for men]
Belgium Consumers
 [67.9%] intend to use the services in a Beauty salon
specialized for men
 [32.1%] said
 no need for them to take sophisticated services (46.2%)
 does not match their personality (46.2%)
 too complicated (30.8%)
 beauty salons are symbolically not for men (26.9%)

[expectation in beauty salon specialized for men]
Belgium Consumers
 Staffs know their preferences
 Professional, friendly and relaxing atmosphere
 Free soft drinks, magazines for men and free internet
 Modern and professional hair stylists
 Hair shampooing & cutting services

The mensroom in belgium
Industry analysis
Competitive
Rivalry
Within
industry
=
Medium
Bargaining
Power of
Customer
=
High
Threat of
Substitute
Products
=
Low
Threat of new
Entrants
=
High
Bargaining
power of
Supplier
=
Low
[michael porter’s five forces model]

Competitors analysis
Barber
Shop
Mixed
Salon
Beauty salon
specialized
for men
Price
Variety of service

Swot analysis
Strength weakness
Opportunity threat
• Variety of services
• Have experiences and know-how
• Exclusively for men
• Provide ‘manly’ atmosphere
• One-stop services
• New entrants
• Low reputations
• Low level of customer perception
• Higher price than competitors
• Growing in Men’s grooming
• No direct competitors
• Increase in male populations
• The use of internet create trend
• Increase in purchasing power
• Cultural aspect
• Feminine image associate with
beauty salon
• High level of indirect competitions
• Competitors have price advantage

Target market
AGE:
20 – 45 yrs old
Income:
Average 2.500 euro
Urbanity Life Style
Business Owners
Uni. Students
Employees

marketing strategy

[4c] [customer solution]

[4c] [customer value]
[bundle pricing technique]
“Overhaul” $149: Enjoy a full haircut,
color or highlights, facial hair sculpting,
hot neck treatment, & men’s manicure
“Top Coat” $49: Semi permanent color to
tone down any gray & create a fresh shine
to the hair
“Rushin” Cut $25: Express haircut, more
than a cleanup, not quite a cut, no wash

[4c] [convenience]

[4c] [communication]

[people solutions]

Conclusion
“There is a profitable opportunity in developing
Beauty Salons specialized for Men in Belgium
in the context of growing in Men’s grooming market”

Thank you for your attention
Presented By

Questions and answers
Presented By

Special thanks to
M. Fathi Tlatli
Presented By

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