Male Users in the Cosmetics Industry

The cosmetic industry has been exclusive to females, not only in products, but also in the way brands market the products with North America. With the increase of male spokespeople for the beauty industry, cosmetic brands may have to change the way they market their products. This thesis paper examines if cosmetic brands will need to change their integrated marketing communications strategies. In addition to secondary research on the topic of male cosmetic products, an online survey and interviews aim to help answer this question.