A survey conducted in six countries in Asia and the United States showed that Filipino men were twice more likely than their Asian counterparts to value good looks and spend time and money on grooming.
While a considerable number of Asian men felt that looking good was “neither important nor unimportant,” 58 percent of Filipino men thought it was “very important,” according to the survey conducted by global market research company Synovate Inc.
In the survey, 48 percent of Filipino males felt they were sexually attractive, coming a close second to Americans, 53 percent of whom felt the same about themselves.
Only 25 percent of men in Singapore felt they were attractive, 17 percent in Taiwan and in China, 16 percent in South Korea, and 12 percent in Hong Kong.
Synovate interviewed 3,000 men aged 15 to 64 through the Global Omnibus telephone survey. The study was conducted among men from various socioeconomic classes in Manila, China, Hong Kong, Taiwan, Korea, Singapore and the United States.
The survey also looked into the motivation behind the men’s pursuit of good looks, and found it was not mainly to impress or attract women.
It was learned that nine out of 10 Filipino men liked to look good for themselves, with only five out of 10 saying they liked to look good for others.
This indicated that Filipinos were more vain than American males, of whom 76 percent said they liked to look good for themselves. Koreans ranked next to Filipinos in wanting to look good for their own sake.
Although the most vain, only 22 percent of Filipino men had “kikay” [personal grooming] kits, as against 85 percent of Koreans who had such kits.
The most popular grooming item for Filipino men was cologne or perfume. Seventy-four percent favored this; 67 percent preferred deodorant; 40 percent, mouthwash; 34 percent, conditioner; 30 percent, gel or mousse; and 21 percent, shaving cream or lotion.
“The findings have a wide-ranging implication for the marketers of … personal grooming products,” Sarthou said. Traditionally, marketers have addressed this market by selling to wives, mothers, sisters, girlfriends. Now, they can go directly to the newly minted beautiful male.