A strategic instigation on what it takes to craft a male grooming brand in India. While brands keep see in the micro-picture and sometimes get their strategy right by default rather than by design, heres a way to get things right by design while crafting a grooming brand for men. Heres a look at understanding the socio-cultural barriers to crafting a male grooming brand in India, which we usually dont see. #Stratalogues #wolfSIGHTS

3. Male Grooming Triggers
(current growth)
Move from a scarcity economy to
indulgent economy. Suppressed
hunger for indulgence leading to
embracing of Krishna archetype.
Westernization
imported via TV,
Internet and Mobile –
a huge proponent of
Krishna archetype.
Growth in independent and self-assured women +
dip in the female to male ratio + Love marriages.
Growing need to woo women and hence
grooming becomes the device.
Current generation parents
coming out of scarcity economy,
armed with higher disposable
income pampering children.
Postponement of marriage
and childbirth leading to
longer phases of indulgence
without responsibility.
MNC culture influences for
employees as well as
import/export & service
industry led SMEs.
Staying younger for longer.
Postponement of
Vanaprastha. Emergence of
2nd Yauvana.

4. But the triggers that have led to initial growth, will not lead to expansion.
In fact at times they could be barriers for growth…

5. Initial Adopters The LaggardsThe Obstinate
Initial Excitement Shocking Resistance Total Adoption

7. Let’s take a look at male grooming from a larger,
mytho-socio-cultural perspective…

21. Let’s now look at when the classical context
allowed grooming for men at each of these ashramas…

27. Male grooming and the Krishna archetype are
relegated to only a few phases in a man’s entire life!

28. Have these norms really changed in totality? Are the new
triggers for the growth of male-grooming absolute?!

29. “Not during these years”

30. “Custodians say no”

31. “Am Married”

32. “Grooming Custodians too”

33. The Indian Man still seems to be a semi-slave
to the ancient male grooming prescriptions…

34. ‘Social legitimization of individual consumption’
The most important driver for the creation
of a male grooming power brand

35. Not just the wooing of women, but grooming for the sake of
grooming/enhancement are Krishna archetype traits which
shall actually curtail the growth of the brand/category.
A stand alone Krishna archetype positioning will paint any
brand into a niche corner, from which it can never expand. It
could be an irreversible step.

36. Initial Adopters The LaggardsThe Obstinate
Initial Excitement Shocking Resistance Total Adoption
Positioning it only on
Krishna personality
type is myopic and will
lead to slower
conversion (will have
to wait till India is filled
with Krishna
personality types).
Whereas a balanced
approach will unlock
the Rama arche-types
& even liberate even
the socially-
suppressed Krishnas.

37. Before we move ahead, there are
two vital variables to take note of:
1. The Variable of Economics
2. The Variable of Geography

38. The Variable of Economics
The Poor The WealthyThe Middle Class
Wealth or poverty liberate you indulge in
Krishna archetype and hence grooming.
The voluminous middle class is still slave to Rama
archetypes when it comes to male grooming.

39. The Variable of Geography
Rural MetrosSemi-Urban/Urban
The ashrama-based restrictions on Male grooming and Krishna archetype
ease as we move towards the more cosmopolitan metros.
RURBAN – Yes, but amongst those who want to emulate Urban in the rural –
most are repressed Krishnas looking for social legitimization of male grooming.

40. Social
Legitimisation
Product
Instigation
Communication
Strategy
Mother Brand
Creation
The broad drivers for creation of a male
grooming power brand…

42. Challenging the conventional
marketing wisdom that applies
female grooming rules to male
grooming products
12 Male Grooming
Sutras for Power
Brand Creation

43. Grooming and enhancing their beauty in order to be attractive to
men is a perfectly acceptable behavior and in fact, has
even been encouraged by society and by parents for generations.
Grooming and enhancement of looks, has always been scoffed at by society.
Grooming is seen by larger society as something one does to attract women,
which is considered ‘awaara’ and socially unacceptable.
‘For men to openly accept grooming,
de-positioning it from being only about
the pursuit of women is essential.’
1

44. 57%
43%
0% 10% 20% 30% 40% 50% 60%
Agree
Disagree
Society
Agree or Disagree:
"Society thinks that men who groom
themselves do so only because they are
interested in attracting women "
37%
63%
0% 10% 20% 30% 40% 50% 60% 70%
Agree
Disagree
Personal
Agree or Disagree:
"I believe that men who groom themselves
do so only because they are interested in
attracting women "
There seems to be a huge
tension between what men
think society thinks and what
they themselves believe.
57% of men in both age groups
feel that society attributes
male grooming to women
chase, whereas a large 63% of
men, themselves do not
associate grooming with
women chase.

45. In the case of women, the enhancement and protection of beauty
by itself is a good enough purpose for grooming.
Men however, unlike women, do not relate to grooming or
looking good as something that is naturally essential to them.
Hence, they need to be convinced that grooming has a larger purpose
and is not just a shallow, indulgent behaviour.
‘Create substance and
achievement as
purpose for grooming’
2

46. 28%
7%
7%
7%
4%
3%
3%
3%
10%
31%
49%
39%
24%
28%
14%
14%
15%
30%
38%
49%
0% 10% 20% 30% 40% 50% 60%
Success in my Job
Good marriage prospects
Good/better girlfriend prospects
To keep wife happy/Romance alive in marriage
To keep girlfriend imperessed and interested
To show society that I am doing well
Peer pressure/ Pressure from office co-workers
To be accepted by everyone
To stand out in the crowd and be noticed
not for others, but to feel good about myself
Listed below are 10 benefits/ areas fulfilled by male grooming.
Rank them in order of importance.
Ranked 1
Ranked top 3
What’s most interesting is that a total of 98% (equally split) have ranked these
two categories in the top 3 benefits. Whereas attracting women questions are least rated.

47. Source: TNS data from secondary research

48. Across men’s product categories, attributing a higher purpose to the
brand, beyond just the product benefit, seems to be the key.

49. Preventing and curing of problems, is considered as an additional
essential benefit, which also ultimately needs to add to
the primary motive of ‘beauty enhancement.’
In the case of men, prevention and cure are completely acceptable,
even by society, but not purposeless enhancement of looks
(unless there is a specific occasion where the occasion itself adds
substance to the need to enhance, e.g. interview, marriage, etc.)
‘Use PREVENTION as a tool
to help make grooming
acceptable for men.’
3

50. 60% 61%
40% 39%
0%
10%
20%
30%
40%
50%
60%
70%
18-25 years 26-35 years
Agree
Disagree
Agree or Disagree:
"I don't think I need any male grooming products, unless I have a specific problem. So I might
use a pimple cream if I get pimples or an under-eye cream if I get dark circles, but nothing on a
regular basis. I only use moisturizer or cream if my skin is excessively dry, not on a regular basis."
Prevention or Cure is a high grooming motivator in both age segments.

51. The category was created and Godrej Hair
dye generated mass sales by creating a
need using the Prevention/Cure sutra…
… not to look younger, but to ‘prevent’
from looking older than you actually are.

52. Do not mind individual product ads with individual benefits and
get influenced by them. They don’t need a brand to state
the purpose of the brand beyond a point.
Men need a larger purpose to legitimize grooming for them.
Hence, a brand with a larger purpose, showcasing its seriousness
and authority in the men’s grooming space will be easier for men to accept.
‘Don’t just launch individual products,
have a range film highlighting the
brand’s larger purpose.’
4

53. Accustomed to using multiple products and following a beauty care regimen.
Feel guilty when they have to take short cuts and compromise on their regime.
Men are the exact opposite. Everything else in their life holds more priority than
grooming. Hence, grooming is considered as something that takes up time
‘unnecessarily’, which is clearly avoidable. A grooming regimen, beyond the
‘necessary’ shave, is considered too complex and hence, a ‘waste of time’.
‘Collapse multiple benefits into
one product, to simplify the process
and optimize their time’
5

54. Women are more open to adopting new categories in grooming
and easily try out products that need a new habit creation.
Men however, find it very difficult to change their existing grooming
habits and create new habits. Hence, entry into a new product
category that needs a new habit creation, is far more difficult.
‘Ride on existing habits before
introducing new habits.’
6

55. Women tend to take brand promises, especially by grooming
brands, with a pinch of salt. They tend to forgive and ignore
the shade cards, and the 21 day promises.
Men however, take brand promises at face value, especially
in the grooming category. If they don’t see that promised
benefit exactly delivered – they lapse.
‘Do not over-promise to men’
7

56. Though there is an increasing herbal/natural movement in women’s
grooming, women still do not mind using scientifically formulated
grooming products, as long as they help enhance their looks.
Surprisingly, the otherwise very scientific and technically
inclined men, do not want too much science in their
grooming products. They either want:
Caring, premium, contemporary
OR
Herbal, Humble, Innocent
‘Stay away from formulas and terms that
sound chemical-like or too scientific’
8

57. 64%
76%
36%
24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
18-25 years 26-35 years
Agree
Disagree
Do you Agree or Disagree with the following statement?
“I trust in Indian, natural products much more than International, scientifically researched
brands. I believe that most grooming products have chemicals which are bad for my skin.
That is why, once in a while, I rely on home remedies or herbal/ayurvedic brands (like
Himalaya), but stay away from chemical-based creams and lotions.”
64% men in 18-25yrs segment and 76% in 26-36yrs age segment agree that they
prefer natural products over chemical based products.
The preference for natural products seems to increase with increasing age.

58. Women know that the stars and celebrities in the ad don’t probably use
the product, but are okay with it and still get influenced into trying out the
products thinking that if ‘she’ is promoting it, it can’t really be that bad.
Men feel that these glamour - celebrities have the
time, money and their careers depend on grooming.
Hence, it’s for them, ‘not for me’.
‘Avoid using larger than life idols as
endorsers, for whom grooming is an
essential part of their careers and growth.’
9

59. Women feel that men’s brands are harsh and masculine, and hence,
refrain from using them on their skin, hair, etc. Women do not prefer
using even deos and accessories from men’s brands.
Men would rather use a brand created for men
specifically or a neutral, than a brand which has the
perception of being a woman’s brand.
‘The brand’s parentage needs to be either
exclusively male, or needs to have a distinct
men’s range right from its inception’
10

60. Women, when in need for grooming advice, will turn to other women
for it, but will never rely on men for it (except Doctors). Women also
do their own shopping for grooming products.
Men however, when in need for grooming advice, turn to either their
friends or other female members of their family. Many a times, shopping for
their grooming products is done by the female members in their family.
‘Imagery – Male,
Advice – Female.’
11

61. 32%
8%
1%
6%
10%
20%
6%
16%
59%
37%
28%
28%
33%
53%
25%
33%
0% 10% 20% 30% 40% 50% 60% 70%
Friend's suggestion
Advertisements
Shopkeeper's suggestion
salon stylist/barber's suggestion
internet/social media
mother/sister/wife's suggestion
promoters in mall/ store
none. I just use whatever is available at home
Rank in order of importance- what factors influence you to choose your brand of
grooming products? (both hair care and skincare products) (Sample size: 288)
Ranked 1
Ranked top 3
Most men follow friends’ advice followed by a large percentage
relying on the advice of female members of their family.

62. One thing that both men and women agree on, they will trust a brand which has care
credentials (skin care, hair care) to make deos, shower gels, styling gels and other sensorial
products and would like to use them; but they won’t trust a care product (skin care, face
wash, conditioner, etc.) from a sensorial/style based brand.
Temple Ingredient/Product enables creation of a larger grooming brand.
‘ A care based, skin care brand will find it
easier to extend into sensorial and styling,
but a sensorial/styling based brand will not
find traction in a skincare portfolio.’
12

64. KEY STRATEGIC CAUTION
2 things to keep in mind while creating
a brand for the Rama personality:
Non-Vain
≠
BORING
Masculinity
≠
physical MACHO

65. #1: For men to openly accept grooming, de-positioning it from being only about the pursuit
of women is essential
#2: Create substance and achievement as purpose for grooming
#3: Use ‘Prevention’ as a tool to help make grooming acceptable for men
#4: Don’t just launch individual products, have a range film highlighting the brand’s larger
purpose
#5: Collapse multiple benefits into one product, to simplify the process and optimize their
time
#6: Ride on existing habits before introducing new habits
#7: Stay away from formulas and terms that sound chemical-like or too scientific
#8: Do not over-promise to men
#9: Avoid using larger than life idols as endorsers, for whom grooming is an essential part of
their careers and growth
#10: Imagery – Male, Advice – Female
#11: The brand’s parentage needs to be either exclusively male, or needs to have a distinct
men’s range right from the inception of the brand
#12: Will buy a sensorial / styling product from a care based brand, but not a care (skin care)
product from a sensorial / style based brand
Social
Legitimisation
Product
Instigation
Communication
Strategy
Mother Brand
Creation

68. An analysis of 28+ brands on the sutras , leads us to a few conclusions and trends

69. A few brands seem to be realizing this by default, but none by design.
No brands doing their best to socially legitimize individual consumption
or leverage men specific product innovations/instigations.
Most brands are strongly anchored in the Krishna archetype,
while a few like (Engage, Wildstone, Spykar, Zatak, etc., lean beyond
Krishna towards the Keechaka archetype).

70. Moving towards Rama+ Archetype, but are boring
(with low appeal to Krishna Archetype).
Very few with Male parentage.
All except 2 (Fair & Handsome and Gillette) have not done any master brand
legitimization, while Nivea hints at personality and purpose.
There is a huge opportunity for Care (skin care+) base style & sensorial brands
Care+ Brands

71. Still in Krishna Archetype.
None have done any master brand legitimization.
Very few have embedded care into their brand & product DNA.
Goodness/Care + Styling for an ‘identity purpose’
rather than wooing purpose – the next growth trigger?
Styling+ Brands

72. Still in Krishna Archetype & semi-Keechaka archetype.
None have done any master brand legitimization
None have embedded care into their brand & product DNA
There will continue to be an opportunity for
both Rama and Krishna archetype brands.
After ‘no gas’, is non-harmful the biggest DEO/sensorial growth trigger?
Sensorial Brands

73. Segment: Care+
Brand: Fiama Di Wills
Brand Spaces

74. Brand Space 1

75. Social Legitimization of
Male grooming Triggers:
Chubul Pandey version
of Raymond brand
(A purposive Krishna – hence a more
acceptable Krishna –
even by the Rama Archetypes).
Does not divorce woo of women,
but actually camouflages it
as one of the pursuits of man.
BRAND PLATFORM:
The edge in the personality wars, For these
grooming aides are the new arsenal in the
modern man’s everyday war.
CAMPAIGN IDEA:
URBAN WARRIOR
Adopts purpose/personality & character and marries it with
active energy to legitimize male grooming for a larger mass brand.

76. Brand Space 2

77. Social Legitimization of
Male grooming Triggers:
Modern day women are not
happy that husbands
do not groom enough.
Girlfriends/fiancees want their
boyfriends to be well-groomed to
meet their parents and in general.
Bosses want their juniors
to be well-groomed.
Parents want their kids to be
well-groomed and presentable
BRAND PLATFORM:
Look Good to Feel Good
(make others feel good too)
CAMPAIGN IDEA:
#movement against jhallapanti
#wives against jhallapanti
#girl friends against jhallapanti
#bosses against jhallapanti
#parents against jhllapanti
Turn repressors of male grooming into legitimizers and also use the proponents.

78. Segment: Styling (Hair+)
Brand: New Brand
Brand Spaces

79. Social Legitimization of
Male grooming Triggers:
Still anchored in the Krishna
Archetype – but without cues
anchored only in pursuit of women.
Expression of self/the individual
identity, standing out is seen as
more of a Rama archetype need
and hence styling is also more
legitimized
BRAND PLATFORM:
Express Yourself
(Express the different you for
every different occasion)
CAMPAIGN IDEA:
#ExpressUrself
Turn repressors of male grooming into legitimizers and also use the proponents.

80. Segment: Sensorial
Brand: Engage
Brand Spaces

81. BRAND SPACE:
Since the positioning is working well, continue being a
Krishna archetype brand and extend beyond personal care.

84. Rush! Rush! Rush! My day is jam-packed as I do things that would take
48 hours in only a 24 hour day. So my grooming time in the morning is already rushed.
Added to this, I don’t like taking too much time on my grooming.
First scrub your face to deep cleanse and get the everyday dead skin off,
then use a face wash for the gentle facial skin and then use a soap separately
for the body. Simply too complicated and too time-consuming!
So I just use a soap and a shampoo and rush through every morning.
But I am left feeling guilty about not taking enough care. What do I do?
Presenting XYZ brand’s complete male grooming bar. A dual-sided bar. It has one side
with scrub like granules and face wash like gel, which ensures that you give proper care
to your face, while the other side is a gentle cleansing soap for the rest of your body.
While one side of the Complete Male Grooming Bar gives your face a well-scrubbed
clean look with the face wash gel making it bright, you just have to reverse
the soap and use if for the rest of your body the way you usually do.
Now when you step out of the bath every morning, you are
completely groomed with no extra time at all.
Completely ready to take on the world in no time at all.

85. 38%
34%
31%
34%
40%
33%
33%
31%
12%
17%
23%
11%
10%
15%
13%
24%
0% 10% 20% 30% 40% 50%
Do you agree with the problem stated in the
first paragraph?
Do you agree with the problem stated in the
second paragraph?
Do you find the proposition in the 3rd and 4th
paragraphs appealing?
If there was a product like this, would you be
willing to try it? (refer 3rd and 4th paragraph)
Yes
Somewhat Yes
Somewhat No
No
Please read the following notes in the images
above and answer the below questions.

86. A lot of times people ask me, “Why are you looking so dull? Is everything okay?”
Sometimes, I hear people say, “He looks so stressed… maybe he has financial problems.”
But the truth is, I am actually doing very well! In fact, I’m very successful.
But success in today’s world doesn’t come easy. I work hard and give my 100%
each day to be where I am today. The pressure, deadlines, competition, targets
all lead to extreme amount of stress. But who doesn’t have stress?
Just because I’m stressed does not mean I’m not doing well.
But this stress then starts to show on my face! My skin looks dull, I have dark circles
under my eyes and I look older than I actually am. Maybe that’s why people think
something is wrong with me or that I’m not doing well. Why should I look older
than my age? Shouldn’t my success show on my face rather than my stress?
Presenting XYZ brand’s Rejuvenating and Brightening Overnight Facial Cream.
This water-based, non-sticky relaxing facial cream with extracts of aloe vera
and Vitamin A works overnight to de-stress and rejuvenate your skin and make
it look healthy and bright. And the best part is that you don’t have to do
anything extra. All you do is apply it on your face before going to bed and let
the cream do its work. You wake up, your skin feeling rejuvenated and bright.
But don’t forget, a good diet and sound sleep are very important too.
Let your face show off your success, not your stress.

87. 46%
44%
35%
43%
47%
29%
36%
34%
30%
26%
12%
12%
16%
17%
12%
13%
9%
15%
10%
15%
0% 20% 40% 60%
Do you agree with the problem stated in
the first paragraph?
Do you agree with the problem stated in
the second paragraph?
Do you agree with the problem stated in
the 3rd paragraph?
Do you find the proposition in the 4th
paragraph appealing?
If there was a product like this, would
you be willing to try it? (refer 4th
paragraph)
Yes
Somewhat Yes
Somewhat No
No
Please read the following notes in the images
above and answer the below questions.

88. Rush! Rush! Rush! My day is jam-packed as I do things that would take
48 hours in only a 24 hour day. So my grooming time in the morning is already rushed.
Added to this, I don’t like taking too much time on my grooming.
First scrub your face to deep cleanse and get the everyday dead skin off,
then use a face wash for the gentle facial skin and then use a soap separately
for the body. Simply too complicated and too time-consuming!
So I just use a soap and a shampoo and rush through every morning.
But I am left feeling guilty about not taking enough care. What do I do?
Presenting XYZ brand’s head-t0-toe body-wash gel for men. The head-to-toe body wash
gel with micro-granules cleanses and scrubs your body, getting rid of the dead skin and
revealing your fresh, bright skin. The gel base with aloe vera and lemon extracts is as good
for your face as it is for your body, working like a face-wash, scrub and soap… all in one.
And because it’s liquid with granules, it naturally reaches between your toes and all the
difficult places to reach without any additional effort from your side.
Now when you step out of the bath every morning, you are completely groomed
with no extra time at all. Not just freshness and fragrance, but
the lively confidence of complete care.
Groomed from head-to-toe in no time at all.

89. 45%
29%
36%
34%
32%
37%
37%
30%
13%
21%
18%
14%
10%
12%
10%
22%
0% 20% 40% 60%
Do you agree with the problem
stated in the first paragraph?
Do you agree with the problem
stated in the second paragraph?
Do you find the proposition in
the 3rd and 4th paragraphs
appealing?
If there was a product like this,
would you be willing to try it?
(refer 3rd and 4th paragraph)
Yes
Somewhat Yes
Somewhat No
No
Please read the following notes in the images above
and answer the below questions.

90. Howl!