Retail, Beauty Services and Masculinity: When Brands Face Retailers’ Resistance to Changing Masculine Market

Nacima Ourahmoune, ESSEC business school, France
Few studies have addressed the relationship between retail strategies and masculine consumption and values. We investigate a changing traditional universe of male beauty consumption: hair salons. We show gaps between consumers rep and the aesthetic codes and beauty services offered to them. We decipher existing and emerging masculine codes in merchant beauty spaces. We also interpret lagging factors to the emergence of new beauty services for men expressed by hair salons managers
[ to cite ]:
Nacima Ourahmoune (2011) ,"Retail, Beauty Services and Masculinity: When Brands Face Retailers’ Resistance to Changing Masculine Market", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.