Purpose

This paper aims to systematically review male cosmetics consumption (CC) literature and, given the dearth of research about the topic, especially on Western emerging country contexts, to shed light on the paradoxical behaviour concerning male grooming by empirically assessing the impact of some psychological and demographic antecedents of consumption.

Design/methodology/approach

Six hypotheses derived from a systematic review of the literature were tested through structured equation modelling (SEM), based on data of 476 Brazilian men.

Findings

The results empirically sustain the positive influence of vanity and masculinity in grooming product consumption, with partial mediation of vanity between masculinity and consumption. Counterintuitively, it also confirms the negative influence of income. Age and marital status are not statistically relevant.

Practical implications

Practitioners should invest in marketing actions focusing on low-income men, who showed genuine interest in grooming products, promoting them as powerful tools to improve appearance and social recognition. Additionally, educational and wellness-related campaigns could be effective.

Social implications

Beyond profitability, economic growth and men’s well-being, the results might affect the whole society through male cosmetics' contribution to blending gender paradigms.

Originality/value

This study focuses on an economically relevant segment that defies the status quo. It is the first to systematically demonstrate the state of the art of male CC knowledge and to illuminate the role of psychological and demographic variables in influencing CC, enriching the literature on appearance, gender and consumption.

中文翻译：

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该是男人打扮的时候了！

目的

本文旨在系统地回顾男性化妆品消费（CC）文献，并鉴于该主题的研究不足，尤其是在西方新兴国家的背景下，通过经验评估一些心理和心理因素的影响来阐明有关男性美容的悖论行为。消费的人口统计前因。

设计/方法/方法

根据476名巴西男性的数据，通过结构方程模型（SEM）对来自系统文献综述的六个假设进行了检验。

发现

结果凭经验在维持男性气质与消费之间的虚荣感的部分中介的情况下，维持虚荣与阳刚之气对美容产品消费的积极影响。与直觉相反，它也证实了收入的负面影响。年龄和婚姻状况在统计上不相关。

实际影响

从业者应该投资于针对低收入男性的营销活动，这些男性对美容产品表现出真正的兴趣，并将其推广为改善外观和社会知名度的有力工具。此外，教育和与健康有关的运动可能是有效的。

社会影响

除获利能力，经济增长和男性福祉外，结果还可能通过男性化妆品对混合性别范式的贡献而影响整个社会。

创意/价值

这项研究的重点是与现状不符的与经济相关的部分。这是第一个系统地证明男性CC知识的技术水平，并阐明心理和人口统计学变量在影响CC中的作用，从而丰富了有关外观，性别和消费的文献。