Skincare for real men: A qualitative study of masculinity construction in Grooming advertising

The growing participation of men in the cosmetic and beauty industry in the past years has led to new questioning over masculinities in current times. Grooming brands target men with advertising that reflects a commercialized and accepted form of masculinity; consequently, these portrayals shape and reinforce gender stereotypes in society. Due to the relevance of the subject, this paper's aim is twofold, to analyze the depiction and construction of masculinity in grooming brands advertising on Instagram and to interview adult men on their perception and experiences of masculinity depictions in advertising. To answer the main research question: "How is masculinity constructed and negotiated in the male grooming industry?' this study analyzes 90 Instagram posts from brands Nivea, Dove, and L'Oréal through a thematic analysis of visual and textual data. And to answer the sub-question 'How do gay and heterosexual men perceive the construction of masculinities in advertising by Dove, Nivea, and L'Oréal?' five interviews were performed with men aged 28-45 years old, from Spain, Brazil, Italy, U.S., and The Netherlands. The results showed that men are depicted as sensitive and fashionable persons. However, these representations entailed hidden hegemonic masculinity traits that reinforce traditional beliefs on the male gender. Moreover, the brands communicated their messages in an engaging and relatable manner, which made participants identify themselves with the image's circumstances and some of the messages they shared. The interviews showed how male participants supported advertising that displayed progressive and modern beliefs and considered the traditional portrayals of masculinity antiquated. Moreover, participants claimed masculinity is shifting in current society, and this is reflected in advertising. Furthermore, it was discovered that some taboos and conventional ideas over masculinity remain present in today's society.