Interview #1:
- Impluse purchases are common
- Influenced by Mens Health Magazine and GQ Magazine
- Age approximately 26
- Spends 30 min in the morning showering and maintaining appearance
- Has a wife who he normally shops with at the mall (Only time he goes to the mall)
- Is clean shaven and dresses appropriately for work and leisure
- Like the idea of having a "common place" for mens products as they are "Very hard to find in department stores"
- Likes the idea of tutorials on how to get a better shave and make appearance better
Interview #2:
- Age approximately 50
- Goes to the gym or runs almost every day
- Dresses nicely and is concerned about his appearance of being seen as "young"
- Wouldn't go there for a hot shave (Would want to go to his barber instead) but would be very interested in a central location where he can find new and current products that he uses
- Does not like the idea of a membership basis, that alone would turn him away from the store
Interview #3:
- Age approximately 35
- Is attracted by the product firstly based on the look of the packaging (like things to stand out)
- Likes the idea of Man friendly products that can help him look better without feeling like he is using Woman's products
- Would be interested in the store solely because it is a central location to find the products that he needs/is interested in
- Would want to see the store in Chinook or South Centre, not as a stand alone store and not in malls such as Market Mall or Northland
Jared:
Interview #1:
- Age around late twenties
- Female
- Thought the concept of having men's care products in a masculine atmosphere would be something that she would spend money on for her boyfriend
- Not picky as to the location of the store but felt it would be more convenient for people to go to a mall setting
- Thought it would be a great idea to advertise with the aim at large events such as weddings, in order for men to get groomed for such events
- Did not like the idea of memberships
Interview #2:
- Age 25
- Male
- Not particularly interested in the idea himself, but mentioned that he knew people that "might be in to that sort of thing"
- Might visit a business like this to get a haircut as opposed to other hairdressers if the price was right
- Suggested having televisions with various sporting events like football or UFC playing
- Did not like the idea of selling memberships
Interview #3:
- Age 31
- Male
- Liked the idea of having a hot shave now and again
- Felt that to be successful, the business would need to be comparable in price to a standard hair salon for its services
- Would appreciate the ability to test out different products in order to find something that suits him (colognes for example)
- Was unsure of the whole "social" aspect of our concept - not sure if many guys would go "just because", would need to be a specific need (such as a haircut) to draw in customers
- Did not like the idea of memberships
Madeline:
Interview #1:
- Most commonly shop at Southcentre and Chinook
- When buying products such as shampoo, shaving products, or hair gel, he is a big impulse buyer
- Currently spend around $20/month on men’s products
- Spend around 20 mins getting ready in the morning – shower, hair gel, shave
- Uses products such as Herbal Essence (smells good!) and Axe
- Would probably stop in Kozmenika if they were already at the mall, not necessarily go out of their way to go there
- Mostly buys product from London Drugs or grocery stores – whatever is convenient at the time of need
- Commonly in contact with Men’s Health and gyms for advertisements
- Likes the idea of Kozmenika and would go to this store
- Would be interested in the hot shave – it would be a luxury experience so wouldn’t get it done all the time, but would every once in a while
- Hard to find a good cologne – would be easier if it was sorted or laid out better
- A wall with sinks and mirrors would be useful for guys to try out razors, hair gels, body wash, etc.
Interview #2:
- Most commonly shop at Marketmall and sometimes Northland
- Usually buys products from Wal-Mart or Shoppers Drug Mart
- Buys products based on smell – doesn’t matter what the brand is, it needs to work for them, and be/smell appealing
- Would probably see ads on sports websites
- Big leather couches and chairs for guys to hang while in the store or waiting for their significant other to finish shopping
- Spend maybe 30 mins getting ready in the morning – shower, body wash, hair gel, shave
- Would be willing to spend a little more if there were products specifically tailored for men
- Uses brands such as Old Spice, Gillette (more blades and less irritation), Axe (body wash and hair gel), Nivea for Men (shaving gel)
- Would use hair dye for grey hair when older
- Groom the Groom – group appointments for guys after a long bachelor party night, or the night before the wedding that guys can professionally get cleaned up for the big day
- Spending more money for products that are available at places like Wal-Mart and Shoppers Drug Mart have to be justified
- Really like the idea of this store – would definitely go to it if it existed
Interview #3:
- Introduce a cologne bar – a place to try out different colognes with girls behind the counter offering testers/samples of the products
- Could see this service/store mainly for guys that are single or currently dating; they are the ones that want to make a good impression on people (girls) and keep up their appearance, where as guys that are married don't really care as much and kind of "let themselves go" - single corporate men should be your main target market
- Location is key - place yourself in a mall where there is lots of traffic as well as a high volume of men entering the mall. Place it near some mens stores - they will be in this part of the mall in the first place
- Something should be done differently with packaging products once people guy them
- guys don't really like walking around with bags, something else should be done like a box for example that creates interest, appeal, and conversation
Patrick:
Interview #1:
- Male, age 31 (Husband to #2)
- Married, with 2 children
- Works in corporate sector and stays well groomed
- Supports the concept, but says he wouldn't be very comfortable approaching the store knowing that it is for male grooming and cosmetic products.
- Encourages the placement to be in malls, with a neutral store front
- Is excited about having the store offer advice on etiquette and style
- Suggests that we focus only on the young corporate sector who has these aesthetic values
Interview #2:
- Female, age 33 (Wife to #1)
- Married, with 2 children
- Stay at home mother, places heavy importance on looking great (both her and her husband)
- Believes that the business could be very successful if it targeted females shopping for their men
- Agrees with mall location with neutral store front
- Suggests that we focus on women as our customers and men as our users
Interview #3:
- Male, age 56
- Married, 3 children
- Has worked in corporate sector for 20+ years, on verge of retirement
- Has absolutely no interest in this type of store
- Believes that this type of business should be for women only
- Likes to keep his grooming secret and wouldn't feel comfortable approaching this type of store or being associated with it in any way
- Suggests that if we do this, we keep it very secretive for the customers sake
