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.

It does seem interesting that almost a third are concerned about sweat-related issues, although there is no follow-on question regarding what people try to do to counter this. However, Q1 in the first half of the survey indicated just under a quarter purchase deodorant, so one does wonder why the extra 5% or more don’t use it.

Research results

Q5: Which aspects of grooming are you currently concerned about? (Sample size=515, multiple answer)

Rank	Item	Percentage
1=	Facial greasiness, stickiness	32.0%
1=	Bad breath	32.0%
3	Sweat easily	31.8%
4	Sweat smell	30.5%
5	Body odour	29.9%
6	Nose hair	26.0%
7	Acne, spots	25.6%
8	Beard, stubble	24.7%
9	Thinning hair	21.0%
10	Yellow teeth	20.6%
11	Acne scars	18.8%
12	Blackheads	18.6%
13	Smelly feet	18.4%
14	Rough skin	16.3%
15	Hair style	15.7%
16	Sensitive skin	15.5%
17	Wrinkles, spots on face	14.6%
18	Wrinkles, bags around eyes	12.2%
19=	Chapped lips	10.9%
19=	Body hair	11.8%
21	Facial flaky skin	10.9%
22	Eyebrow shap	10.5%
23	Skin discolouration, face colour	8.0%
24	Body flaky skin	7.8%
-	Other	0.8%
-	Nothing in particular	12.2%

Q5A: Which aspects of grooming are you currently concerned about? (Sample size=103, teenagers, multiple answer)

Rank	Item	Percentage
1	Acne, spots	58.3%
2	Acne scars	42.7%
3	Facial greasiness, stickiness	37.9%
4	Sweat easily	31.1%
5=	Blackheads	27.2%
5=	Hair style	27.2%
7	Beard, stubble	26.2%
8	Sweat smell	25.2%
9=	Body odour	19.4%
9=	Bad breath	19.4
-	Nothing in particular	12.6%

Q5B: Which aspects of grooming are you currently concerned about? (Sample size=103, 20-29 year olds, multiple answer)

Rank	Item	Percentage
1	Facial greasiness, stickiness	44.7%
2	Acne, spots	38.8%
3=	Body odour	32.0%
3=	Sweat smell	32.0%
5=	Acne scars	29.1%
5=	Beard, stubble	29.1%
5=	Nose hair	29.1%
5=	Bad breath	29.1%
5=	Sweat easily	29.1%
10=	Blackheads	22.3%
10=	Rough skin	22.3%
10=	Sensitive skin	22.3%
-	Nothing in particular	8.7%

Q5C: Which aspects of grooming are you currently concerned about? (Sample size=103, 30-39 year olds, multiple answer)

Rank	Item	Percentage
1	Facial greasiness, stickiness	41.7%
2	Bad breath	40.8%
3	Nose hair	39.8%
4	Sweat easily	37.9%
5	Body odour	33.0%
6	Sweat smell	30.1%
7	Yellow teeth	29.1%
8	Beard, stubble	28.2%
9	Blackheads	26.2%
10	Smelly feet	25.2%
-	Nothing in particular	10.7%

Q5D: Which aspects of grooming are you currently concerned about? (Sample size=103, 40-49 year olds, multiple answer)

Rank	Item	Percentage
1	Body odour	37.9%
2=	Sweat easily	36.9%
2=	Sweat smell	36.9%
4	Bad breath	34.0%
5	Nose hair	28.2%
6=	Beard, stubble	27.2%
6=	Thinning hair	27.2%
8	Yellow teeth	26.2%
9	Facial greasiness, stickiness	24.3%
10	Wrinkles, spots on face	22.3%
-	Nothing in particular	12.6%

Q5E: Which aspects of grooming are you currently concerned about? (Sample size=103, 50-59 year olds, multiple answer)

Rank	Item	Percentage
1	Thinning hair	37.9%
2	Bad breath	36.9%
3	Sweat smell	28.2%
4	Body odour	27.2%
5	Sweat easily	24.3%
6	Nose hair	22.3%
7	Wrinkles, spots on face	19.4%
8	Smelly feet	16.5%
9	Yellow teeth	14.6%
10=	Rough skin	12.6%
10=	Beard, stubble	12.6%
-	Nothing in particular	16.5%

Q6: Which of the following grooming activities are you currently carrying out? (Sample size=515, multiple answer)

Eyebrow care	27.8%
Hair colouring	15.5%
Growing a beard, moustache, etc	12.6%
Perm	4.3%
Nail care	3.7%
Esthetic care	1.4%

Q7: Where do you mainly get your hair cut? (Sample size=515)

Barber	46.2%
Hair salon	27.2%
Cut-price barber	15.0%
At home	10.5%
Other	1.2%

Q7A: Where do you mainly get your hair cut? (Sample size=515, by age)

	Teens	20s	30s	40s	50s
Barber	38.8%	27.2%	45.6%	54.4%	65.0%
Hair salon	42.7%	44.7%	30.1%	13.6%	4.9%
Cut-price barber	8.7%	17.5%	13.6%	14.6%	20.4%
At home	7.8%	10.7%	9.7%	15.5%	8.7%
Other	1.9%	0.0%	1.0%	1.9%	1.0%

Q8: Regarding personal grooming, how important is cleanliness to you? (Sample size=515)

Important (to SQ)	25.2%
Somewhat important (to SQ)	62.9%
Somewhat unimportant	10.9%
Unimportant	1.0%

Q8SQA: Regarding personal grooming, why is cleanliness important to you? (Sample size=454, multiple answer, by marital status)

	All	Single	Married
I myself am interesting in it	70.9%	71.4%	70.4%
To make a good impression at work	46.5%	37.5%	57.3%
To not repulse women	34.4%	38.7%	29.1%
Friends, co-workers awareness	29.1%	37.5%	18.9%
Want to attract women	22.9%	29.0%	15.5%
To enhance myself	22.7%	25.0%	19.9%
Particular woman’s awareness	7.7%	10.1%	4.9%
Other	2.6%	3.2%	1.9%

Q8SQB: Regarding personal grooming, why is cleanliness important to you? (Sample size=454, multiple answer, by age)

	Teens	20s	30s	40s	50s
I myself am interesting in it	66.3%	74.4%	71.9%	72.2%	69.7%
To make a good impression at work	28.1%	46.7%	57.3%	51.1%	48.3%
To not repulse women	42.7%	35.6%	38.5%	25.6%	29.2%
Friends, co-workers awareness	47.2%	38.9%	24.0%	23.3%	12.4%
Want to attract women	34.8%	33.3%	24.0%	15.6%	6.7%
To enhance myself	27.0%	31.1%	18.8%	21.1%	15.7%
Particular woman’s awareness	10.1%	12.2%	5.2%	7.8%	3.4%
Other	3.4%	2.2%	1.0%	3.3%	3.4%

Q9: How resistant do you feel to purchasing men’s cosmetics, grooming products? (Sample size=515)

	All	Teens	20s	30s	40s	50s
Feel resistance	1.9%	3.9%	1.0%	0.0%	2.9%	2.9%
Feel some resistance	11.5%	14.6%	17.5%	8.7%	7.8%	8.7%
Can’t say either way	28.5%	24.3%	20.4%	28.2%	35.9%	34.0%
Don’t feel much resistance	32.6%	32.0%	30.1%	34.0%	35.0%	32.0%
Don’t feel resistance	25.4%	26.2%	31.1%	29.1%	18.4%	22.3%

[part 1][part 2]