The Final Frontier: Endorsing Cosmetics

Abstract

Although the Internet has opened up new avenues for identity expression, many web-based sources have yet to be examined. Online testimonials as a form word-of-mouth advertising are a relatively new development. The present study examines the presentation of masculinities in a leading producer of men’s cosmetics adverting testimonials. The dataset is examined using discursive psychology and membership categorisation analysis methodologies. The findings indicate that when men write facial cosmetics testimonials they still justify the use of these non-typical masculine products even in the absence of others responses. The analysis highlights the continued difficulty men report in using typically feminised products, frequently accounting for their cosmetic use as a ‘corrective’ measure rather than for beautification. The implication for the marketing of masculine products is discussed.