Will men in Portugal wear make-up in the future?

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

This work project aims to: 1) Explore weather men in Portugal will wear make up in the future; 2) Analyze changes in male grooming from the beginning of the 1900´s until the present time. 3) Analyze how cosmetic brands are branding to men. In order to be able to answer the questions above, secondary data was collected in the form of consumer studies and research, newspaper articles and other literary material. Since this market is still in a developing stage. It was very difficult to obtain academic papers on the subject of male make up. Then, in order to obtain primary data, it was therefore essential to conduct exploratory research. This research is the essence of the work project as it enabled me to have a privileged and detailed outlook on male attitudes towards make-up and grooming products in general, regarding the Portuguese market. In order to do this, I carried out in depth interviews as part of my exploratory research and concluded that although men in Portugal have gone a long way in the grooming process, especially in the last few years they are still very negative towards the idea of wearing make-up. Considering this, cosmetic companies should therefore be alert to this potential market and analyze it thoroughly before introducing male make-up products in the Portuguese market.