| Research product 1: Nivea Shaving cream | Research product 2: Jimmy Choo Man After shave | My product: Protein powder |
| Understanding self | Helps you discover the facial hair look you’d like | Helps you discover what scent suits you best | Helps you understand your body’s needs and what you want your body to look like |
| Enjoyment | Being clean shaven | Gaining enjoyment in smelling good for women | Enjoyment out of becoming more physically fit and strong, as well as looking more attractive to others |
| Escapism | | | Escape issues and worry about self-improving and living a better healthy lifestyle |
| Knowledge about the world | | | |
| Self confidence, self esteem | Confidence knowing you are nicely shaved or cut | Confidence in smelling good | Confidence in physical and mental well-being |
| Strengthen connections with family and/or friends | Can be a widely excepted gift for family or friends with facial hair | Can be bought as a gift in many occasions for family and/or friends | Can be also bought as gift or you can help family or friends with heavy lifting or other hard tasks |
| Any other category or theme | | Gaining greater social gratitude and appreciation due to smelling better | |
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