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Retailing masculinity: Gender expectations and social image of male grooming products in New Zealand

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  • McNeill, Lisa S.
  • Douglas, Katie

Abstract

This paper explores the concept of masculine identity in a modern social world as evidenced by consumption of retail products traditionally seen as female or feminine (cosmetic grooming products). Male self-image in relation to the use of retail beauty products is examined through discussions between men centred on the perceived acceptable use of such products and notions of masculinity as related to this. New Zealand is said to be a typically masculine society, with strong cultural notions of masculinity tied to sport and agriculture. This paper explores the way in which males engage with cosmetic retail products in such a culture, to fashion a masculine social identity in a society with ever shifting gender rules. The paper finds the notion of conflict in construction of self-identity has the greatest impact on how a New Zealand male might purchase grooming products, with many individuals struggling to balance gender expectations of ‘manliness’ with social expectations of appearance. The study thus finds that these males tend to create unwritten ‘rules’ around the use and purchase of such products, including acceptable types of product, maximum number of products and packaging colour expectations.

Suggested Citation

  • McNeill, Lisa S. & Douglas, Katie, 2011. "Retailing masculinity: Gender expectations and social image of male grooming products in New Zealand," Journal of Retailing and Consumer Services, Elsevier, vol. 18(5), pages 448-454.
    • Handle: RePEc:eee:joreco:v:18:y:2011:i:5:p:448-454
    DOI: 10.1016/j.jretconser.2011.06.009
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    References listed on IDEAS

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    1. Schouten, John W, 1991. "Selves in Transition: Symbolic Consumption in Personal Rites of Passage and Identity Reconstruction," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 412-425, March.
    2. Thompson, Craig J & Hirschman, Elizabeth C, 1995. "Understanding the Socialized Body: A Poststructuralist Analysis of Consumers' Self-Conceptions, Body Images, and Self-Care Practices," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(2), pages 139-153, September.
    3. Schouten, John W & McAlexander, James H, 1995. "Subcultures of Consumptions: An Ethnography of the New Bikers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(1), pages 43-61, June.
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    Cited by:

    1. Boman, Laura & Lefebvre, Sarah & Urumutta Hewage, Ganga S., 2023. "When push comes to shove: How coach versus student athlete misconduct affects event attendance intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    2. Alicia LEFRANCOIS & Sophie Changeur, 2022. "Transgresser Les Normes De La Masculinité Hégémonique Par La Consommation : Le Cas Du Maquillage," Post-Print hal-03958042, HAL.
    3. McNeill, Lisa S. & Firman, James L., 2014. "Ideal body image: A male perspective on self," Australasian marketing journal, Elsevier, vol. 22(2), pages 136-143.
    4. Chang, Joshua & Travaglione, Antonio & O’Neill, Grant, 2015. "How can gender signal employee qualities in retailing?," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 24-30.

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