Toxic Masculinity - Questionnaire Results

In order to gain a better understanding of the type of product I should be creating and what my target audience should be and would want, I created a Google form primary research questionnaire. This allowed me to share the link and gain insight into my audiences opinions, allowing me to understand how I could both provide what was needed or change their minds. 

Overall answers: 91 

What age group do you fit into:

The majority of the people who replied were under the age of 25, this will influence my target audience. The answers that I have received in this questionnaire will give me an idea of what that audience would want from my final product. My original idea was focused towards the younger market anyway, due to its focus on the changing perceptions; which are overall more accepted by the younger market. 

What is your gender? 

Majority of the answers came from women, although the representations of the questions were not evenly divided between the genders. Yet this isn't what I was hoping for it will provide me with a balance of not only male perception of cosmetics and men in the beauty industry but also how women see men when they use these products (which my research suggested effects the way they're perceived.

Have you ever used makeup (males)? 

This shows that almost 40% of the males who responded have before used makeup, a statistic that some may have not expected. 

What makeup have you used (males)?

Out of the males who did answer this is the makeup they had used before. This is useful information to know as it allows me to see in my target audience what products people are already confident with using or understand how they should be used. It also shows me what is least used and questions why is it because of a way that the particular product is currently marketed. 

Are there any reasons why you would not buy makeup from a public store? 

All of the answers that were given in response to this question make it evident as to why some males feel as if they cant use products that should be inclusive for everyone as the perceptions around them and marketing around them are particularly female-focused. I left this as an optional question so it would be able to give the choice to disclose the reasons. 

What are the reasons you wear makeup (males)?

cover blemishes - 53.8%

experiment with different looks - 46.2%

for a night out (to create a different look) - 38.5%

improve confidence - 23.1%

general wear - 15.4%

express yourself - 7.7%

What brands do you wear most (males)? 

This question allowed me to understand what brands people were confident with purchasing, which then gives me a starting point to look at what these brands are doing to be more open to both genders. 

Have you ever felt judged for wearing makeup (males)? 

This question shows that males felt judged for wearing makeup, I believe this is because of the feminine skew that is associated to make up. 

How do you think the makeup industry could be more inclusive of males? 

If I were to create a product that is included in the beauty industry that was focused towards a male market this gives me an idea of the way in which I could make the brand/product more neutrally focused. 

Why wouldn't you wear makeup (male)?

Answers such as 'men shouldn't be pretty and delicate' perfectly exemplify the connotations that are associated with the use of products, that should be available to all to use without judgment but are due to the marketing and packaging techniques used by the market leaders.

What would you want from a makeup brand if you were to use it (males)?

Top results: 

Has other skincare benefits

Male-focused visuals/models

Cruelty-Free

What makeup would you be willing to try (males)?

This is a useful question as it enables me to consider what products could be brought to a male market. 

What has built the gender stereotypes of makeup users?

These results help me determine the places in which in my campaign or product I should avoid the exclusion of male influence and need to inject a more neutral focus. 

Do you know any males who wear makeup? (females)

This shows that the majority of people who answered the questions know males who wear makeup if this is correct it shows that more neutral representation is needed to be able to open up the market to both genders. 

Do you know what makeup they use? (females) 

Do you think that there needs to be more male representation within the makeup industry?

This shows that the gender which the products are mainly marketed towards would even like to see more open representation in the industry. 

How do you think this could be done?

• Masculine makeup tutorials
• More companies using male models for the face of their brand
• Masculine tutorials and products
• Increased influencer visibility
• I think that obviously tv outlets like ru pauls drag race are a really good existing platform for males who are interested in makeup to see it used, yet this is obviously in excess and in a very specific format of drag makeup, not day to day makeup. I think that steps in the right direction like the use of male models for the "sleek" brand of makeup have been beneficial in their adverts and I think that more of this will be beneficial.
• Through more awareness in the media, allowing males to feel more comfortable to wear makeup
• Make makeup seem less feminine
• More men involved in mainstream ad campaigns
• Making male makeup more mainstream as it is used anyway for things like tv so shouldn't be so overlooked outside of a media environment
• I think that it has gotten much better in recent months where beauty companies are taking on male models, but male representation is still overwhelmingly white. Adding diversity to male makeup models would help.
• More male makeup models, not necessarily just fem women but more diversity with gender expression etc would be great
• No gender discrimination - what’s good for women should be same for men and visa versa in everything! So billboards, social media, all other forms of marketing and those male “icons” that wear make up for photo shoots without acknowledging how it benefits them should give credit and recognition where it’s due and not be embarrassed or hide it! Famous brands with male make up artists should promote their male artists more and more and in line with their female artists so that recognition can, and quite deservedly so, be given to all professional artists.

and more...

Do you think wearing makeup would make a male seem less masculine? (Female)

This answer both did and did not surprise me as people would think this because of the hardwired direction of marketing associated with beauty products. But also it doesn't particularly back up the answers I have previously received about the make use of makeup from the female perspective. 

Why... (Do you think wearing makeup would make a male seem less masculine?) (Female)

• Mainly among other males, just because makeup is seen as quite a girly/feminine thing.
• In my mind, it's a female product or at the very least, a product directly largely at women.
• Because it is considered a feminine beauty product and not widely used by men. Also, men who do wear makeup, after often considered to have feminine mannerisms.
• Because it is seen as a societal norm for females to wear mascara
• No males that wear makeup seem to be in the public spotlight so less masculine would Make sense as its a feminine past time not that it's a bad thing.
• Wearing makeup does not define your gender and can be used for a variety of reasons.
• Its a practice associated with women and is quite a feminine thing to do.
• If we (females) can use makeup to alter our appearance why can't males? Has nothing to do with masculinity.

Would you help a male friend/partner if they asked for help with the purchase/application of makeup?

100% of the women who answered said yes, showing that the females would be supportive of the male use of makeup. 

Do you think that there needs to be more male representation within the industry? 

This further supports my previous point, and further continues the fact that the representation of the genders in the beauty industry should be more equal to reflect changing times. 

How could representations of males using makeup be changed to enable males to be more confident in using makeup?

• More males in adverts and in drugstores.
• All the public male figures I know who wear makeup, wear a lot of it. Perhaps there need to be more male figures who use more natural and subtle makeup so that it becomes more accessible to the 'everyday' man who may want to use makeup just to cover something up/enhance certain features etc. as opposed to a full face.
• Big branded makeup use more male models.
• Makeup advertising makes up for men for the same reasons women use make up, such as covering up spots or blemishes. Men are 'told' to ignore spots etc and that they have to live with them on the show, however women don't.
• Maybe seen more on advertisements. Seeing very masculine men wear makeup may make it more accepting.
• I follow a lot of men on social media who are amazing at makeup I don't think anything really needs to change just maybe in time more men will be on adverts for makeup.
• More makeup product advertisements with male models.
• Being represented more within makeup stores and brands to remove the misconception of makeup being only for woman's
• In my opinion, if there was a wider range of male make-up being shown in store then that's step one. Then I think they need to show in ads that it isn't just for homosexual males because that's the perception that everyone has when they hear about males wearing make-up.