No description available.

Research question: How should cosmetic companies develop marketing strategies for beauty products to appeal to men as a customers? Purpose:The purpose of this paper is to explore how marketing strategies of beauty products aimed  for men should be designed in order to appeal to potential and existing male customers. Furthermore the paper aims to identify strategic proposals that cosmetic companies should apply in creating marketing for men. Method:The case study is based on a qualitative research method with an inductive approach in which the data collected is done through semi-structured interviews and observations. Results: The results show that cosmetics companies should make use of marketing specifically intended for men to appeal as a consumer group. Furthermore, companies should adapt their marketing communications to coincide with men's preferences, interests and characteristics as well as to use market channels for highlighting product ranges intended for men. Limitations: The study of cosmetic companies presents itself on a national level, which means that the conclusion is aimed for the Swedish market and Swedish men. Theoretical and practical contributions: The theoretical contribution of this paper is to overlap the gaps identified in the literature between company and consumer. In order to do so, there must exist a correlation between the marketing mix, segmentation, positioning and target marketing. The practical contributions of this paper is to provide cosmetic companies with proposals of how they should adapt their marketing strategies to appeal to men as a consumer group on the Swedish market.