This study aims at better undersanding the relation of males to the universe of the cosmetics. The research seeks to determine the relation of the men to the beauty and physical appearance by underlying their motivations, consumption rituals and behaviors towards to the beauty products. Using an interpretative method, ten 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. (2001). Représentations masculines des produits cosmétiques : étude exploratoire auprès de la population “Gay”. ESSEC Business School.