The aim of the diploma thesis is to give the reader insight into newly fast- growing market category of men's grooming through the analysis of marketing strategy of chosen brand Biotherm Homme and the proposal for enhancement of this brand on the czech market.The thesis is divided into five chapters. First chapter is devoted to the fundamental marketing theory, crucial strategic terms are defined and proper creation of marketing plan is described. The purpose of the second chapter is to analyse the global market of men's grooming with the comparison to the czech one. Attention is paied also to the history of this booming market category as well as to understand men's customer's behavior regarding men's grooming. Third chapter is focused on the presentation of the brand itself, its strategies and current position on the market. Fourth chapter contains detailed quantitative and qualitative market Research, which should bring reader closer to the chosen topic and provides author with the highly valuable information for composition of the last chapter. Last chapter deals with the recommendations concentrated on enhancement of the current brand position on the czech market. The author is making suggestions, which are primarily pointing at raising awareness of the brand on the czech market and boosting recruting of new customers, thereby increasing of sales and market share.