Abstract
The male cosmetic market might seem inconsequential to many, but it is a developing market and whether a man uses cosmetics or dislikes it, the social evolution in men's behavior offers good opportunities. From a historical point of view, the first brand to enter the cosmetic market for men was Biotherm in 1988. At that time cosmetics manufacturers and distributors did not believe in this sector, but the developing demand of men for a seductive or attractive image, or for social recognition lead them to develop specific lines for them. Some players of this market think that this increasing demand originates in a shift in the social behavior of men, while others believe that brand's marketing strategies lead men to buy those products. While either point of view maybe right, it is indisputable that this market has become in reality a constant and viable business opportunity, and companies may expect good perspectives from it, on a long-term basis. We will study what is the best strategy for Clarins to adopt in order to become a leader in the French and European market in this context of economic growth and accelerated competition.
