Effects Of Media On Young Girls - 1654 Words

Many young girls are worried about what their body looks like and if they are thin enough to be considered beautiful. Over several years the thin bodies that are promoted through magazines, movies, etc. are displayed as the ‘perfect body’. Very few companies and brands do not use Photoshop or women who are considered plus sized models. The thinness of the models that are promoted is unachievable naturally. Media is a key factor in putting this thought into young girl’s minds that they often carry throughout lives. Parents pressure their daughters to be thin and have this â€Å"ideal† body because they want their child to fit in with everyone else and to be considered beautiful among others. Peers bully one another because someone might not have this ‘perfect’ body. The media is what causes parents and peers to think that every girl needs to have this body. If the media were to be more accepting of bodies in all shapes and sizes, parents and pee rs would begin to feel the same way. Females have too much pressure put on them by media, parents, and peers to have a perfect body. Media needs to be more infl uential in a positive way on different body types. Media is one of the biggest influences in the world. It reaches to almost everyone around the world. The models and actors that are in the media that are considered to be an ideal role model, or a beauty standard, are all very thin. In many magazines such as Vogue and Glamour the models that are on the front cover and scatteredShow MoreRelatedThe Media And Its Effects On Young Girls And Women1673 Words   |  7 PagesPerfection over Imperfection As you’re walking down a street you may notice a young group of girls or women walking and they see a huge billboard of a beautiful model. They might stop and stare at her and then discuss about her perfect her body is. Not knowing in the next five minutes they’ll be comparing their bodies to the model and feeling bad about themselves wishing that they had her body. Not to mention, that the photo may be photoshopped to make it seem as her body is perfect, or she hadRead More Effects of the Media on Young Girls Essay2102 Words   |  9 PagesEffects of the Media on Young Girls I can remember her standing in front of the mirror looking at herself. How she thought she was beautiful, I don’t know. Because the image I saw was of a person who looked like a living corpse. She had to have weighed only 100 pounds, her hair so thin, the black bags under her eyes, and her overall grayish complexion made her look as if she were a dead. As she saw me staring at her in the corner of her eye, she slammed the door in my face. ThatRead MoreThe Effects Of Media On Body Dissatisfaction Of Young Girls And Adolescents1214 Words   |  5 PagesThe media is an important aspect of the current society and is ever present to the public. With the creation of new technology, there are more and more ways the media can be received and displayed for people to see everywhere they go. There are so many media sights nowadays such as Instagram, Twitter, and Facebook, as well as new magazines, commercials and other media publications made every day that allow people to connect to current events and new trends. Although today’s media has the potentialRead MoreThe Effects Of Social Media On Young Girls And Women Alike1474 Words   |  6 PagesSocial media plays an immense role in the way that stereotypes about attractiveness is conveyed in regards to body image. As Gerbner and Gross wrote in 1976, the cultivation theory states that high frequency viewers of television are more susceptible to media messages and the belief that they are real and valid. The subjection to social media can cause an idealistic view amongst young girls and women alike. Among the mechanisms of human agency none is more central or pervasive than beliefs of personalRead MoreThe Effects Of Media On Young Girls Around The World974 Words   |  4 PagesEveryday television, film, advertisement and music industries deliver contradicting messages to young girls around the world, especially in well technology developed nations like US. They create mayhem and confusion a mong adolescents, who are trying to find themselves, fit in and safely pass into womanhood stage. At home and school girls are being taught how important it is to obtain education, career, learn responsibilities as well as how to become great mothers and wives, take care of the houseRead MoreThe Effect Of Media On Young Girls And Their Self Esteem1590 Words   |  7 PagesProject The influence media has on young girls and their self-esteem The media and advertisements are meant to influence our everyday lives in society. Young girls are being exposed today more than ever to the over sexualized images of women within the media, advertisements and in pop culture. Young girls are seeing these types of images everyday either in magazines, television shows, movies or fashion. The research questions I propose to explore: â€Å"Are the images that young girls are exposed to withinRead MoreExamining the Effects of Popular Children’s Media on Young Girls’ Body Image1285 Words   |  6 PagesExamining the effects of popular children’s Media on young girls’ body image Sharon Hayes and Stacey Tantleff-Dunn University of Central Florida, Orlando, Florida, USA A study was done to explore the effects of short exposure to appearance-related media on young girls’ body image. Some writings/studies has suggested that girls at the age of 6 and older are experiencing problems with their body, or body dissatisfaction (Dohnt amp; Tiggemann, 2005). Some researchers are even saying that girls as youngRead MoreEssay about The Media’s Effect on Adolescent Bodies 1725 Words   |  7 PagesThe Media’s Effect on Adolescent Bodies The stringent standard Barbie-doll proportions of body image and what is considered beautiful in today’s media has resulted in devastating effects on adolescent women. The images displayed of women who have long beautiful legs, thin waist lines and smooth flawless skin are very hard to ignore. Throughout history the female body has been on display as a selling tool to coerce people into buying that new fancy car or the latest new appliance that can makeRead MoreThe Between Media And Body Image1348 Words   |  6 Pagesconstructed by the society and by the media. But women are affected that kind of construction. Mass media give narrow definition about the standard of beauty. Delis noticed this massage everywhere, especially in the media, â€Å"I am so affected by Glamour magazine and Vogue and all that; I’m looking at all these beautiful women. They’re thin. I want to be just as beautiful. I want to be just as thin. Because that is what guys like† (Hesse-Biber, Sharlene Nagy 12). The media representation of the thin idealRead MoreMedia Negatively Affects The Self Esteem And Body Image Of Young Girls861 Words   |  4 Pages The media negatively affects the self-esteem and body image of young girls. The media is known for broadcasting thin models and not taking into consideration the affect that it could have on millions of young women. When young girls see thin models that they aspire to be on TV increases their concerns about their bodies and that causes young girls to develop eating disorders, such as excessive dieting, bulimia and anorexia. It is very vital for every young girl to feel comfortable in her own skin

Role Models - 1031 Words

By definition, a role model is one whose behavior, example, or success is emulated by others. Today, athletes and other sport stars are looked up to by people of all ages. Everyone loves them, they appear on television with the entire world watching. Athletes are known for their wealth, talent, and fame. We admire them as our leaders with their determination and confidence. No wonder we always make heroes out of favorite athletes. They are seen as role models because they can do what we cannot. Today, athletes are known for wealth, privilege, and fame, because of their talent, salary, and positions as leaders, it’s inevitable that we admire them. We can learn quite a lot from role models like determination and confidence because we†¦show more content†¦His life inspired many following and he will be one of the great gods of music for all time. Another one of the most influential role models are fathers. My dad is a lawyer and a sports agents whose first priority was always his children. My dad always tried to make my life the best, letting me go to sports events and fancy restaurants at a young age. He knew all the professional athletes and gave me many childhood memories of meeting many of my other role models. He’s always been there for me when I needed advice and supports all my activities. He made sure that he attended every sporting event, concert, or school activity I ever had. My father is one of the greatest influences on my life and is go ing to be the person I most resemble for the rest of my life. His hard work and social skills make up a lot of what I am today. To move from India, not knowing anyone, and to be the social person he is today makes me respect him even more. All of the previously mentioned role models in my life have played such a strong impact on me and many other American children. There are many other significannot role models and great people that have played an important role in my life and there will probably be more to come. I am the person I am today because of Michael Jordan, John Lennon and my father. Hopefully these people will continue to inspire many people in theShow MoreRelatedRole Of A Good Role Model1285 Words   |  6 PagesA good role model is the one who can be respected, admired, expected in some ways by employees within organization. Role modeling is influenced the workplace in terms of communication, performance and organizational behavior. A good role model able to gain credi bility and team cohesion, he also can expect the subordinates to work with you closely. To ensure myself acted as a positive role model for my subordinates and others in workplace, I will follow the below guidelines: Follow the CompanyRead MorePositive Role Model in the Children and Young Peoples Workforce835 Words   |  4 PagesHomework – 24/05/11 Write about what is a positive role model in children and young peoples work force and all about you and your job role. 400 words 100 words evaluation Include your qualities skills workplace policies and procedures. Write About What Is A Positive Role Model In Children And Young Peoples Workforce And All About You And Your Job Role. Role Models And Why They Should Be Positive. One way in which children learn is by watching and copying others. â€Å"ChildrenRead MoreDaddys Can be a Little Girls Role Model, Too840 Words   |  3 PagesAlmost every child has a role model, a person whose behavior in a particular role is imitated by others, in his or her life. Athletes, celebrities, social figures and entertainers all have the ability to be role models. However, my role model is my dad. Ever since I was a little girl, I have looked up to my father trying to aspire to be more alike him because he was, and still is, a positive role model in my life; He and I have a tight daddy daughter relationship that never developed between my motherRead MoreCelebrities Role Models954 Words   |  4 Pagesas doing drugs. There are also celebrities changing themselves not with the intent to change others. At the end, celebrities can be considered positive and negative role models. The difference is that the celebrities who do bad acts will be focused on more than the celebrities who do good. Celebrities should not be considered role m odels because of how some are getting in trouble with the law, how some celebrities can cause depression, and because the world focuses on the negative side rather thanRead MoreChildhood, Children and Role Models1837 Words   |  8 PagesIt is a precious time in which children should live free from fear, safe from violence and protected from abuse and exploitation.’ ‘A role model is a person whose serves as an example by influencing others. For many children, the most important role models are their parents and caregivers’ (AACAP,2011). Children look up to many different ‘role models’ and the models they choose may indicate how they react to schooling, relationships or when making difficult decisions. Children may often try to imitateRead MoreThe Role Of Gender Challenging Role Models1710 Words   |  7 PagesThe use of gender challenging role models in the classroom is a method I am going to use during my final professional practice and during my year as a Newly Qualified Teacher (NQT). I am going to use these demonstrate to both girls and boys that the media depiction of success is not accurate and that success can be measured in various ways. Role models such as Marie Curie, Dian Fossey and Mary Anning are good historical figures to use but children could see these as dull despite their achievementsRead MoreRole Mod els Of A Person Is Growing Up988 Words   |  4 Pagesthem can be classified as mentors, models, ideal individuals, etc. These individuals labeled as â€Å"perfect examples† are always a big help to keep a consecutive attitude in not giving up for future success. These perfect examples are classified as role models because of their past experiences, impacts, and skills they have acquired. They can be a huge impact to those that are in the process of obtaining success. Role models are very helpful because they provide a model for living, motivation to succeedRead MorePositive Role Models Are Those Who Possess The Qualities That I Would Love?1664 Words   |  7 PagesPositive role models are those who possess the qualities that I would love to have and even improve on. They are those who have affected me in ways that make me want to be a better person in ways such as volunteering in the community. They help me to advocate for myself when I am falling short, help me on my step s to taking a leadership position, and even speak out on the issues that I feel strongly about. I often don’t tend to recognize positive role models until I have noticed my own personal growthRead MoreRole Of Model Leadership Model On Leadership Models1823 Words   |  8 Pages ROLE-MODEL LEADERSHIP MODEL Submitted by : Group 10 Abhishek Chourasia(PGP28236) Bharat Abhishek (IEP15024) Marco Vilardo (IEP15022) Sayan Das (PGP29307) Sudheer Tatikonda (PGP29202) To- Prof. Shailendra Singh Contents 1. IntroductionRead MoreThe Article Gender Role Models896 Words   |  4 PagesThe article Gender Role Models ... who needs ‘em?! By Stephen Hicks encouraged me to reflect on my childhood gender roles as well as how I portray my gender roles today. After learning about the socialization theory I realize my parents were traditional towards gender roles and have incorporated multiple theories of human growth and development into my gender development. I have also learned how my gender roles have gradually transformed since I was a child. Therefore, this article has brought to

Recruitment and Selection Practices in a Selected Organisation free essay sample

The purpose of this business report is to assess and evaluate the organisation’s recruitment and selection strategy and make constructive recommendations for the improvement of the organisation’s recruitment and selection process. We will write a custom essay sample on Recruitment and Selection Practices in a Selected Organisation or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Both interview questions and a questionnaire were used to research and gather information about the organisation’s strategy for recruitment and selection. In the first instance, the organisation was contacted and a meeting arranged with the HR manager. At this meeting, the HR manager provided me with background information regarding the organisation and completed the questionnaire that had been prepared. After the meeting, the information from the questionnaire was analysed and subsequently a set of interview questions was developed. One week later, upon return to the organisation, a structured interview was conducted with the HR manager, with the goal to collect more in-depth information about the organisation and its processes for recruitment and selection. Several issues were identified that the organisation needs to address in the recruitment and selection process. Recruitment preparation needs to have a clear method of communicating requests for vacant or new positions — such as a requisition form or memo. Employment agencies are a beneficial source to use for employing low skilled workers on a temporary basis, in order to keep the workflow uninterrupted, therefore, maintaining acceptable productivity, and lower staff turnover. Metropolitan daily newspapers are a good way of attracting suitable professional candidates for vacant positions. Advertising internally to fill positions and having a structured interview helps ensure that the right applicant is matched with the right job. Advertising internally also helps increase commitment amongst employees. Finally, by developing an orientation program and implementing it with new employees, the organisation can decrease staff turnover and increase commitment. Journal of Management Practice, 4(1), 166-177 Â © Penny Clark Recruitment Selection Clarke 1 Purpose of the Report The purpose of the business report is to examine and assess the organisation’s strategy for recruitment and selection. An attempt to establish what level of understand ing the organisation has of the recruitment and selection process is carried out. In addition, the current strategy and processes used to implement recruitment and selection in the organisation is being assessed. Finally, recommendations will be made based on the information gathered, whilst taking into consideration the current economic climate and the availability of suitable resources. 1. 2 Sources of Information The information used to write this business report came from several sources. One such source was a personal communication with the Managing Director. The major source used was the organisation’s HR manager. This consisted of one informal discussion with the HR manager, in addition to a scheduled meeting and a planned interview. Two different types of research tools were used to obtain the information required to prepare this business report. The first was a questionnaire that was developed and subsequently completed by the HR manager. The other research tool used was a set of interview questions that had been compiled. These questions were asked of the HR manager during the planned interview. 1. 3 Scope of the Report The business report covers two main areas of the organisation’s strategy for recruitment and selection.

Mens Cosmetic Market free essay sample

The definition of a niche market is that the product interests just a few people. The target is represented by a limited segment and, in order for the market to be profitable, only one or two companies can be positioned on this specialized segment. In the market of hygiene and beauty for men, and especially in the cosmetics, the offer has been ignored by the cosmetics brand for a long time. In fact, until the end of the 1990s, beauty products for men were almost non-existent on the market. They did not have a special space the stores and the men strictly used products in a utilitarian aspect. This market has interested just a few brands because it was considered as a niche. Only the group L’Oreal had the courage to launch itself in this segment in 1985 with Biotherm Homme. This brand is considered like a pioneer in the men’s’ cosmetics. We will write a custom essay sample on Mens Cosmetic Market or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page In fact, Biotherm was almost alone for more than 15 years, and it is the first one which dares to proclaim that men also need to take care of themselves, to clean their skin, combining the pleasure and the wellness by usingcreams, lotions, even anti-wrinkle creams. In the 90s, Nickel, an exclusive brand for men, launched an offensive by creating masculine beauty institutes. Then, in 1996, it launched its own line for men only. In fact, thanks to the succeed of its institutes, the brand noticed an real capacity and opportunity in this market. This new brand bound to men only knew how to enter in this market, thanks to its concept composed by different offers: one on the products, and the other one on the performance of services. But, the real revolution occurred in 2001 with the arrival of Vichy for men and Clarins in 2002. A lot of brands begin to be seriously interested in this growing segment and real competition appears. A new potential is detected by the big cosmetologist firms. †¢ The â€Å"masculinity of the women’s products It is important to consider the cosmetics’ world in two distinct parts; the market for the men and the one for the women. Even if there are not big distinctions between the products, those two markets are quite different. In fact, the men have not the same demand concerning the product. That is why the offer cannot be the same for both. The ideal product for most men must have some properties and qualities such as being invisible, fast, pleasant to put, easy to use, without smells and with an efficient result. Thus, men are not searching for a feminine product, otherwise, they will continue to use their wife’s ones. They really look for a product adapted to them and to their needs and wants. Moreover, the demand is different from the women: They (the women) like to use make up, take care of their body and their face by putting moisturizing cream on it†¦ Men have not already surpassed the taboos of the society, and, moreover, they do not like to â€Å"spread† cream on their body. That is why they will be more attracted by products for shaving, for hairs. But this current demand will probably change in the next years. The strength of Nickel was to propose from the beginning a technique and know-how studied specially for men. For instance, in his institutes, the technique for depilation was specially adapted for them. Moreover, in order to stay in â€Å"a masculine tonality†, the brand gave names with a masculine connotation that do not make the men â€Å"guilty†, such as â€Å"torse de boxeur† (boxer chest) or â€Å"jambes de cyclistes† (biker legs). 1. 1. 2. Changes in the men cosmetics’ market Blossoming (rapid development) of cosmetics for men As it was said before, the market of cosmetics, at the beginning, interested just a few brands and also, few men. Initially, this world is attributed to women only. In fact, cosmetology is synonymous of seduction, beauty, healthiness, or pleasure. Those words represent what the women are looking for when it comes to cosmetics. But, finally, the market of men cosmetics takes off after years of waiting thanks to different changes: mentalities of the new masculine generation, appearance of â€Å"metrosexual†, social liberalization of homosexual, and the fact that men want to stay young. The relationship between men and cosmetic products has changed and nowadays, they admit the fact that they also look for pleasure and wellness by using cosmetics. Bit by bit, firms pass over some barriers that men did not think they could transcend: make the men taking care of their skin, then, make them epilating and after, everything follows and continues to change. Make-up, Spa centres, beauty institutes, anti-wrinkles cream, hair cares†¦ â€Å"Their interest for their appearance expresses in their point: thus, they are 64,6% to take care of their skin, 73,8% to attach importance to their hair, and 31,8% like trying novelties. In addition, 38,7% states they devote time to take care of themselves. Those figures are clearly higher for the men under than25 years old and decrease gradually with the age†. All begins in 1985 when Biotherm launched Biotherm Homme, a line specially dedicated to men use. But, the market really took off in 2001 with the appearance of many brands interested in that specific market such as Nivea for Men, Klorane, Vichy Homme, Nickel, Phytomer, Clarins Men. Many lines and brands still appear on this market. It is in constant growth since its apparition and above all since 2001. This market is bound to be successful for both top-of-range and mass distribution. †¢ Opportunities of the market The advantages of this market are real since it is accessible and opened on the growth. In fact, forecasts are optimistic but the results are above the foretold success. For instance, Clarins Men reached 170% of its objectives in 2002 18 by the fact that the average number of products bought by the men is higher that the women’s one. According to Christian Courtin from Clarins, men buy â€Å"well beyond their forecast, men buy on average 4 products, against only two for women. Another example is Biotherm Homme, the pioneer: its line counts 45 products. Between 1997 and 2002, this brand knew a growth of more than 250%. It is true that the purchase from the men reaches unhoped-for proportions, but a demand without attracting cannot be a balanced market. This is why many brands of hygiene-beauty specialized in the female market launch a reserved range for the men in order to benefit from a market less encumbered, of a stronger growth, evolution of mentalities and to create a place in this market before being lagging behind. Indeed, some firms benefit from advantages before even catapulting themselves in the masculine care, because while being already present for the women, they enjoy a good reputation, therefore of a true credibility, an image of specialist and financial means the consequent ones. The arrival in force of the interest for the male world does not reach only the beauty care. The readers express a real passion for the male press, which arranges the market because, thanks to this mean of communication, it makes them known. Whether it be Maximal, Men’s Health, New look, or even Mr. Magazine, they approach each subject having attracted with the beauty. Men’s cosmetics amount to 50% (one in every two men), whereas nowadays, it is just 21% and in 1994, it was just 4% of men who stated they used regularly face care products 1. 2. THE MARKET IN FACTS 1. 2. 1. The global cosmetics’ market: The market of men cosmetic is absolutely not the rival of the women market because it represents only the fortieth 24 of the feminine cosmetology. But, in spite of its modest size, this market is bound to a continuous and fast growth, which is a sizeable advantage. According to the French newspaper â€Å"le Monde†, the trends are not so optimistic for the manufacturers of cosmetics. In fact, in Europe, the market of cosmetics in general is about 59,47 billion euros according to the European Association of the companies of hygienebeauty- perfumery (Colipa) and it presents a growth of the sales modestly positive (+ 2% in 2004, against + 3,5% in 2003). Those sales even start to regress in Germany and France, the two biggest European markets. If the women still buy as many hair or skin care products, the purchases of perfumes, and more generally of make-up (nail varnishes, for example) decrease. The main reason seems to be probably the price. 1. 2. 2. The European market of men’s cosmetics 2013: It has been a somewhat mixed year for the men’s lines market across the Big 5 wih some ups and downs. Male grooming continues to be a market that on the whole, is growing. But that is not to say the category hasn’t been affected by the credit crunch – a crisis Europe is only now making proper strides out of France As all the group members are French, and because this market is quite representative about what is happening through all Western Europe, it is interesting to present the facts and figures for the French market. The French industry of cosmetics is an industry which â€Å"draws† the growth: In 2006, French cosmetic industry saw its sales progressing for the fortieth consecutive year. The sales turnover is divided harmoniously between exports (57%) and the sales in France (43%). For 2006, cosmetic industry grew of 3,5% which is half more quickly than the national economy. The French market for men’s cosmetics follows the world tendency. The total sales turnover (produced care, of beauty and perfumes for men) progressed of almost 140% between 1998 and 2003, to 42,16 million euros, according to statistics of the federation of industries of perfumery (FIP). For the only products of care and beauty, the progression is 294%, with 21,37 million. Products for men, account for 10,3% of the total French market of the cosmetic, but 25% of the sales of perfumes. 2013: In France figures from SymphonyIRI France revealed that male grooming fell by 0. 2% over the past year in value terms, with volume figures slumping by a worrying 1. 8%. The male grooming market in France is now worth â‚ ¬934. 6m, while volume sales came in at 195. 05m units. Natural products have always been popular with French men and the past year was no exception. Germany  In Germany things were a bit brighter for the male grooming market, which saw growth of 4. 2% over the past year in value terms to total â‚ ¬538. 61m, according to SymphonyIRI Germany. Volume figures were also positive up 3. 2% to 265. 36m units. All areas saw a growth in value sales – men’s shower products put on 1. 6% to make â‚ ¬122. 84m, while men’s deodorant products rose 4. 5% to â‚ ¬140. 62m and men’s facial skin care products increased a massive 13. 5% to â‚ ¬1. 89m. Italy  Male grooming in Italy experienced a disappointing turn of events over the past year as value sales slid by 3%, according to industry body Unipro. All sectors saw a decline in sales with a 1. 7% drop in male soaps, shaving foams and gels; a 3. 7% decline in aftershave products; and a 4. 4% decline in treatment creams. Although the figures for the past year do not seem to suggest it, Italian men are famously into their beauty products and L’Oreal Italy predominantly monopolised launches in this category. Spain  More bad news was in store for Spain, where male grooming fell by a worrying 5. 69% in value terms to â‚ ¬312m and 4% in volume terms to 45. 2m units, according to SymphonyIRI Spain. In terms of what each individual sub-sector was worth, razors accounted for the lion’s share of this, at â‚ ¬203. 1m; shaving foams, creams and gels made â‚ ¬43. 5m; pre-shave treatments and aftershaves were worth â‚ ¬30. 1m; while facial treatments accounted for â‚ ¬35. 3m worth of sales. The recent gloomy environment, however, does not seem to have deterred brands from new product development as quite a few new launches for men hit Spanish shelves over the last year. UK  Fortunately it has not been all doom and gloom in the UK over the past year – the market here put on 2. % in the past year to make ? 782. 74m in value terms, according to Kantar Worldpanel. Volume also inched up by 0. 8% to 345. 15m units. All sub-sectors saw good growth including fragrances up 11. 9% and hairdressing products up 9. 8%. A slew of new launches hit shelves including those from supermarket giant Tesco, salon range Bed Head and a number of British niche brands. 2. 2. 2. THE MARKET ACTORS Men cosmetics’ market is still in a structuring phase. Nevertheless, 3 kinds of actors are appearing: †¢ Cosmetics industry leaders These actors are the most powerful in the market. They all have important financial and organisational ways to impose their products in the male market. They pursue a roll-over strategy close to the one used since a long time in the female market. Among the leaders: Beiersdorf with Nivea for Men, Clarins with Clarins Men, Estee Lauder with Aramis and Clinique, L’Oreal with Biotherm, Vichy, L’Oreal Paris and Lancome, and Shisheido with Shisheido, Jean-Paul Gaultier and Decleor. To keep their ranks, the leaders are now compelled to spread their product ranges to stay in the competition. Care universe actors Some brands benefit of a strong credibility thanks to the care market. This market has several advantages in the distribution network pharmacies, institutes, spas thanks to their support. Actually, these actors take advantage of the know-how and the credibility which characterize care and pharmaceutical world, and could get a determinant rank in the market. Brands and laboratories to know are for instance Pierre Fab re with Klorane, Sanofi-Aventis with Lipofactor, Phytomer and Decleor. †¢ Independent cosmetics’ makers They strongly stimulate the market by adapting their offer to men, but their diffusion stay confidential. To become strong, this group needs distributors to give visibility to beauty for men through specific spaces or special concepts. Independent makers have to use particular ways and specific concepts to introduce the market because they do not have the power of the market current players. Examples of independent makers are The Body Shop or Nickel. 2. 2. 3. Competition analysis †¢ New entrants threat Cosmetics sector is a very competitive one where in which are many brakes. Indeed, companies have to think about rules, high investments’ level, and scale economies. Innovation should be a primacy objective. However, research amp; development and communication costs are very high, and all companies can not invest heavily. This is of course not the case of firms such as L’Oreal, Nivea and Clarins, which already have a past fame very important. Thanks to this successful past, it would be hard for new entrants to find some place in the market. †¢ Substitutes threat Substitutes are not a real threat in cosmetics’ market. Yet, men use more and more aesthetic surgery. Actually, a patient on ten is a man. Today, men better assume their beauty’s envy. Most of men do not like going to buy beauty products. That is why they borrow them to their partners, who have, moreover, an adviser role. Finally, the distributors’ brands can be a threat. The market shares of these brands is growing more and more. Nevertheless, male products in supermarkets are often just shaving products and deodorants. †¢ Suppliers’ power Suppliers’ power seems to be light as well. Without big brands, suppliers and conditionment factories could not live. It is still important to keep good contacts with suppliers, especially those which have rare raw materials. †¢ Customers’ power A company has always to maintain its sustainable advantage by creating original products, adapted to the market targets. It is difficult to attract man’s attention since he is maybe not used to buy cosmetic products. So it is necessary to know and to analyse his needs and wants, and to succeed to satisfy him: a satisfied man is a loyal consumer for a long time.