Improving information and communication technology has played a major role in influencing the individual's perspective on appearance. The rapid flow of information, especially social media, places individual appearance as something that is very important for someone. This includes men's views on appearance. Currently, more and more men are using cosmetic products. As a result, the men's cosmetic market is growing rapidly. In the 1990s, beauty products for men were almost non-existent on the market. Men's use of beauty products is limited to the aspect of utility.

In 1985 the L'Oral group launched the brand Biotherm Homme, the first brand specifically designed for men, and is considered a pioneer in the men's cosmetics sector. For more than 10 years this brand has been almost unrivaled. They campaign for the need for men to take care of themselves. This market share was slowly eroded, initially by Nickel in 1996, a brand exclusively for men, who created a men's beauty institute, and later launched a line of cosmetics dedicated to men. They took advantage of market opportunities by launching two offering concepts, namely products and services. A major breakthrough in the men's cosmetic market occurred in 2001 with the entry of Vichy and Clarins, the following year, Nivea, Phytomer, and Klorane.

1. Explain how consumer motivation can be used as the basis for segmentation and positioning!

2. You are assigned as marketing manager for a skin care brand that is about to launch men's skincare. Currently, your company is a manufacturer of women's skin care. make a segmentation and positioning strategy based on the aspect of consumer motivation!