This study aims at better understanding the relationof males to the universe of the cosmetics. The research seeks to determine the relationof the men to the beauty and physical appearance by underlying their motivations, consumption rituals and behaviors towards the beauty products. Using an interpretative method, 10 in-depth interviews are conducted and analysed. The content analysis allows to exhibit the motivations and consumption rituals of cosmetics by the gay population. Finally, the presentation discusses the future avenues of research.
NYECK, S. (2002). Représentations masculines des produits cosmétiques : étude exploratoire auprès de la population “gay” canadienne. Revue Française du Marketing, pp. 101-111.