世論 What Japan Thinks

[part 1][part 2]

We’ve looked before at handsomeness, but this time Macromill Inc looked at the slightly more specific topic of men’s grooming. This report is rather detailed, so apologies in advance!

Demographics

Between the 25th and 27th of September 2007 515 male members of the Macromill Monitor group completed a private internet-based questionnaire. Exactly 20% were aged between 15 and 19, 20% in their twenties, 20% in their thirties, 20% in their forties, and 20% in their fifties. In addition, 282 people, or 54.8%, were not married.

I find Q1 a bit difficult to understand, especially for basics like shampoo. I find it difficult to believe that 20% don’t wash their hair, but perhaps it is a differentiation between just cheap no-brand no-particular-effect shampoo versus a name brand. Conversely, does only 53.7% using face soap mean the rest just splash with water, or use hand soap, or don’t have a separate hand soap and face soap? Finally, just over half using rinse is surprisingly high to me.

Research results

Q1A: Which of the following men’s grooming products do you use? (Sample size=515, multiple answer, by marital status)

	All	Single	Married
Shampoo	80.0%	80.5%	79.4%
Face soap	57.3%	64.5%	48.5%
Rinse	51.1%	50.0%	52.4%
Shaving foam	31.3%	29.1%	33.9%
Hair wax, mousse	29.1%	35.8%	21.0%
Anti-perspirant, deodorant	24.1%	29.1%	18.0%
Fragrance	20.6%	29.1%	18.0%
Aftershave	16.5%	13.5%	20.2%
Conditioner, hair pack	15.3%	20.2%	9.4%
Other hair setting products	14.8%	12.8%	17.2%
Skin-care lotion	14.2%	17.4%	10.3%
Hair tonic, hair growth product	13.4%	9.6%	18.0%
“Etiquette” products (skin oil removal sheets, etc)	13.4%	17.0%	9.0%
Pore cleansing pack	12.2%	16.3%	7.3%
Eyebrow care products	8.9%	12.1%	5.2%
Hair colour, bleach	7.8%	6.7%	9.0%
Moisturising cream, milky lotion	6.0%	6.0%	6.0%
Body lotion, cream	5.6%	6.7%	4.3%
UV care products	4.7%	6.4%	2.6%
Beauty lotion	2.5%	3.5%	1.3%
Hair remover	1.9%	3.2%	0.4%
Nail care product (excluding scissors, clippers)	1.7%	1.8%	1.7%
Other	0.4%	0.4%	0.4%
Nothing in particular	8.9%	9.9%	7.7%

Q1B: Which of the following men’s grooming products do you use? (Sample size=515, multiple answer, by age)

	Teens	20s	30s	40s	50s
Shampoo	76.7%	76.7%	82.5%	83.5%	80.6%
Face soap	64.1%	74.8%	66.0%	43.7%	37.9%
Rinse	50.5%	46.6%	56.3%	50.5%	51.5%
Shaving foam	21.4%	34.0%	38.8%	35.0%	27.2%
Hair wax, mousse	42.7%	37.9%	35.0%	20.4%	9.7%
Anti-perspirant, deodorant	31.1%	33.0%	22.3%	26.2%	7.8%
Fragrance	18.4%	29.1%	22.3%	26.2%	7.8%
Aftershave	2.9%	16.5%	18.4%	19.4%	25.2%
Conditioner, hair pack	28.2%	20.4%	12.6%	7.8%	7.8%
Other hair setting products	14.6%	11.7%	17.5%	15.5%	14.6%
Skin-care lotion	14.6%	24.3%	13.6%	11.7%	6.8%
Hair tonic, hair growth product	2.9%	2.9%	10.7%	19.4%	31.1%
“Etiquette” products (skin oil removal sheets, etc)	11.7%	21.4%	13.6%	13.6%	6.8%
Pore cleansing pack	15.5%	21.4%	16.5%	5.8%	1.9%
Eyebrow care products	12.6%	16.5%	8.7%	2.9%	3.9%
Hair colour, bleach	8.7%	1.9%	10.7%	9.7%	7.8%
Moisturising cream, milky lotion	5.8%	5.8%	6.8%	5.8%	5.8%
Body lotion, cream	3.9%	4.9%	3.9%	8.7%	6.8%
UV care products	5.8%	4.9%	4.9%	4.9%	2.9%
Beauty lotion	2.9%	3.9%	3.9%	1.0%	1.0%
Hair remover	2.9%	1.9%	1.9%	2.9%	0.0%
Nail care product (excluding scissors, clippers)	1.0%	0.0%	3.9%	2.9%	1.0%
Other	0.0%	0.0%	1.0%	0.0%	1.0%
Nothing in particular	14.6%	8.7%	6.8%	5.8%	8.7%

Q2A: From where do you obtain information about men’s cosmetics, grooming products? (Sample size=515, multiple answer, by marital status)

	All	Single	Married
Television advertisement	51.1%	51.1%	51.1%
In-store	45.6%	46.5%	44.6%
Internet	19.8%	22.7%	16.3%
Magazine article	14.6%	18.5%	9.9%
Magazine advertisement	14.4%	14.9%	13.7%
Male friends	14.2%	18.8%	8.6%
Family	10.7%	8.9%	12.9%
Newspaper advertisement	8.9%	7.8%	10.3%
Television program	8.2%	9.6%	6.4%
Newspaper article	5.4%	4.3%	6.9%
Female friends	3.5%	4.6%	2.1%
Other	0.2%	0.4%	0.0%
Nowhere in particular	22.1%	19.5%	25.3%

Q2B: From where do you obtain information about men’s cosmetics, grooming products? (Sample size=515, multiple answer, by age)

	Teens	20s	30s	40s	50s
Television advertisement	45.6%	51.5%	65.0%	50.5%	42.7%
In-store	41.7%	40.8%	61.2%	52.4%	32.0%
Internet	24.3%	19.4%	21.4%	16.5%	17.5%
Magazine article	15.5%	22.3%	17.5%	11.7%	5.8%
Magazine advertisement	9.7%	16.5%	18.4%	13.6%	13.6%
Male friends	28.2%	16.5%	14.6%	3.9%	7.8%
Family	10.7%	9.7%	7.8%	9.7%	15.5%
Newspaper advertisement	4.9%	5.8%	5.8%	8.7%	19.4%
Television program	10.7%	8.7%	9.7%	8.7%	2.9%
Newspaper article	3.9%	2.9%	5.8%	5.8%	8.7%
Female friends	4.9%	5.8%	5.8%	0.0%	1.0%
Other	0.0%	1.0%	0.0%	0.0%	0.0%
Nowhere in particular	29.1%	13.6%	13.6%	22.3%	32.0%

Q3A: Where do you buy men’s cosmetics, grooming products? (Sample size=515, multiple answer, by marital status)

	All	Single	Married
Drugstore	83.2%	83.9%	82.3%
Supermarket	29.9%	29.1%	30.7%
Pharmacy	26.0%	28.3%	23.3%
Convenience store	20.3%	22.0%	18.1%
Miscellaneous items store (Loft, Muji, etc)	9.6%	13.0%	5.6%
Internet shop	7.9%	9.4%	6.0%
Department store	7.7%	9.1%	6.0%
Catalogue shopping	1.1%	0.4%	1.9%
Other	2.3%	1.6%	3.3%
Don’t buy them myself	6.6%	5.9%	7.4%

Q3B: Where do you buy men’s cosmetics, grooming products? (Sample size=515, multiple answer, by age)

	Teens	20s	30s	40s	50s
Drugstore	79.5%	87.2%	90.6%	85.6%	72.3%
Supermarket	21.6%	21.3%	29.2%	37.1%	39.4%
Pharmacy	26.1%	31.9%	26.0%	27.8%	18.1%
Convenience store	22.7%	17.0%	29.2%	17.5%	14.9%
Miscellaneous items store (Loft, Muji, etc)	12.5%	13.8%	9.4%	9.3%	3.2%
Internet shop	6.8%	9.6%	10.4%	4.1%	8.5%
Department store	12.5%	6.4%	8.3%	2.1%	9.6%
Catalogue shopping	1.1%	0.0%	0.0%	3.2%	0.4%
Other	0.0%	3.2%	2.1%	3.1%	3.2%
Don’t buy them myself	12.5%	3.2%	2.1%	5.2%	10.6%

Q4: How much do you spend per month on average on men’s consmetics, grooming products? (Sample size=434)

All	2,369 yen
Teens	2,087 yen
20s	2,351 yen
30s	2,595 yen
40s	2,053 yen
50s	2,743 yen
Single	2,380 yen
Married	2,356 yen

[part 1][part 2]