This article explores how the concepts of masculinity and socialisation influence the decision-making process young males undergo when purchasing and using typically feminine related products (Beauregard, 2007). We use socialisation theory to understand the varying differences in the progression and perceptions of males today with regard to masculinity and skincare products. The article utilises a scenario exercise to cross reference their attitudes to male skin care brands and we propose that male attitudes to skincare and their socialised background are inherently linked. The result show six latent themes driven by theory-led coding (Kotler, 2000; Otnes and McGarth, 2001; Kraft and Weber, 2012). The ‘act’ of masculinity and the ‘adoption of femininity’ explain the influences in early socialisation. Meanwhile, ‘efficiency’ (or practicality), ‘help’, ‘trust’ and ‘past experience’ are additional influencers in the decision-making process. Specifically, males with predominantly female skincare users in the home embrace skincare related products, whereas males who were brought up to ‘act’ like men, particularly without a father presence in the home, are more likely to adhere to the masculine stereotype and avoid using such products. Finally, males with a strong father figure in the home are found to differentiate from their fathers, either by avoiding the same brands or choosing not to use the products at all. These behaviours (social, psychological and personal) are the external factors which ultimately affect their final purchase choice. Overall, the article offers an extended understanding on these external influences that drive the purchase decision of this under-researcher consumer segment.

• Juliana Akrobetu(L'Oréal, France)
• Hector Gonzalez-Jimenez(The York Management School, UK)