“No more uncle”: Asian men’s beauty care in the forefront of gender-neutral marketing

• Main Authors: DAE, Ryun Chang, HAN, Jin K.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2022
• Subjects: Consumer marketing; Consumer behavior; Retail and consumer goods; Market segmentation; Gender-neutral marketing; South Korea; Asian Studies; Marketing; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/221; https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-22-BATCH%20%5BPDF-Pic%5D/SMU-22-0015%20%5BAsian%20Men%E2%80%99s%20Beauty%5D/SMU-22-0015%20%5BAsian%20Men%E2%80%99s%20Beauty%5D%20.pdf?CT=1662712155942&OR=ItemsView
• Institution: Singapore Management University

This descriptive case discusses an emerging global market trend and opportunity – the increasing use of beauty products by men, especially those in Asia. “No More Uncle” captures the emotional motivation behind unappealing and/or older-looking men to transform themselves. The case also looks at how...