DEMAND- Customers, needs and expectationsEveryone wants to be beautiful. The global world we live in establishes stereotypes that become patterns. Overrepresented models all around us: in magazines, on television, in fashion shows, in commercials, on the streets and even at work or school. It's a fact, everyone wants to look like the magazine figures, men and women: perfect skin and a perfect body for a perfect life. Trend, creates a global demand and so it develops, segmentations increase with the quantity of products that are exposed to the public creating an unstoppable trend.1. The trends. Development of global demand Men's cosmetics are in high demand, but the men's cosmetics market never becomes the rival of the women's market. Although it has grown, it is still modest in size and growing rapidly but steadily, in Europe; the cosmetics market in general amounts to approximately 59.47 billion euros according to the European Association of Hygiene-Beauty-Perfumery Companies. Germany and France are the two largest European markets. If women still buy a lot of hair or skin care products, men will start buying together and this could increase both purchases.b. Market size and volumeThe global market for men's cosmetics amounts to around 3 billion euros, of which around 700 million euros are for care products alone. Furthermore, it has a growth rate of 7-8% per year. In comparison, the global women's market weighs around $200 billion. Quantity of consumers on the market and its development (increase, decrease) consumer segmentationAs time passes the market and its development increase and with it the segmentation also increases with in...... middle of paper ..... .companies that are in the market creating, manufacturing and selling male cosmetic products that have been in the market for several years with huge popularity and distinction depending on the type of customer they are trying to target. We have 2 divisions, some sell by name, some sell by shield based on pharmaceutical production. By segmenting the market we are able to establish the companies and brands operating in the market, all of which helps establish the leaders in each industry. The French cosmetics industry is an industry that “drives” growth; The French cosmetics industry recorded sales growth for the fortieth consecutive year. The turnover is harmoniously divided between exports (57%) and sales in France (43%). The cosmetics industry grew by 3.5%. The French men's cosmetics market follows the global trend.