Bulldog Skincare Brand Perception Study
Understand UK consumers' perceptions of Bulldog's men's skincare positioning, natural ingredients focus, and sustainability claims
Sophie Hartley
Sophie Hartley, 33, is a Croydon-based NHS admin professional on a tight budget. Warm, practical, and community-minded, she values transparency, durability, and ethics, favouring low-friction, affordable choices that respect her time and circumstances.
James Fletcher
Pragmatic Birmingham-based remote sales professional, married with one child. Budgets carefully, values transparency and reliable mid-tier products. Socially liberal, community-minded, and time-efficient, balancing family routines with health, football, and…
Anita Thomas
Anita Thomas, 44, is a practical, faith-centred mum in Leeds. A cleaner commuting by train, she budgets tightly, values reliability and community, and favours honest, no-frills solutions that save time, stress, and money.
Paul McAllister
Liverpool-based 50-year-old operations manager, divorced dad of one. Pragmatic, loyal, value-focused, Everton fan. Prioritises family time, reliability, and clear pricing; tech-competent, community-minded, enjoys simple cooking, walks, and local culture.
Mark Cartwright
Practical Leeds support worker, 46, married without kids. Budget-conscious homeowner who loves Leeds United, fishing, DIY, and dog walks. Values durability, clear pricing, and no-nonsense service that fits shift work and a modest lifestyle.
Conor Daly
Conor Daly, 29, Irish citizen in Coatbridge, is a frugal, friendly jobseeker with warehouse experience. Owner-occupier, loves football, DIY, and batch-cooking. Seeks straightforward value, flexible terms, and practical upskilling to regain stability.
Sophie Hartley
Sophie Hartley, 33, is a Croydon-based NHS admin professional on a tight budget. Warm, practical, and community-minded, she values transparency, durability, and ethics, favouring low-friction, affordable choices that respect her time and circumstances.
James Fletcher
Pragmatic Birmingham-based remote sales professional, married with one child. Budgets carefully, values transparency and reliable mid-tier products. Socially liberal, community-minded, and time-efficient, balancing family routines with health, football, and…
Anita Thomas
Anita Thomas, 44, is a practical, faith-centred mum in Leeds. A cleaner commuting by train, she budgets tightly, values reliability and community, and favours honest, no-frills solutions that save time, stress, and money.
Paul McAllister
Liverpool-based 50-year-old operations manager, divorced dad of one. Pragmatic, loyal, value-focused, Everton fan. Prioritises family time, reliability, and clear pricing; tech-competent, community-minded, enjoys simple cooking, walks, and local culture.
Mark Cartwright
Practical Leeds support worker, 46, married without kids. Budget-conscious homeowner who loves Leeds United, fishing, DIY, and dog walks. Values durability, clear pricing, and no-nonsense service that fits shift work and a modest lifestyle.
Conor Daly
Conor Daly, 29, Irish citizen in Coatbridge, is a frugal, friendly jobseeker with warehouse experience. Owner-occupier, loves football, DIY, and batch-cooking. Seeks straightforward value, flexible terms, and practical upskilling to regain stability.
Sex / Gender
Race / Ethnicity
Locale (Top)
Occupations (Top)
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| Income bucket | Participants | US households |
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Summary
Themes
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Outliers
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Overview
Key Segments
| Segment | Attributes | Insight | Supporting Agents |
|---|---|---|---|
| Price-sensitive working-age adults (frontline/service roles) | Ages ~29–50; occupations such as Home Health Aide, Housekeeper, Administrative Assistant; household incomes skew lower to mid (<£30k). | Primary purchase drivers are price and promotion; 'natural for men' claims do not motivate purchase unless performance and price are competitive. These shoppers will buy Bulldog when discounted, otherwise choose supermarket own-brand or Nivea. | Conor Daly, Mark Cartwright, Anita Thomas, Sophie Hartley |
| Mid-to-higher income professionals | Ages ~42–50; roles like Sales Manager, Project Manager; incomes ≥£53.7k. | Despite higher earnings, these respondents prioritise product performance (no burn, light finish) and value. Ethical/sustainability badges reassure but are secondary; they rarely justify paying a premium and act mostly as tie-breakers. | James Fletcher, Paul McAllister |
| Female shoppers buying for men (partners/relatives) | Ages ~33–44; household decision-makers; varied education. | When purchasing for partners/sons they prioritise mildness, low fragrance and price. They interpret 'natural for men' messaging as a price-up tactic and favour simple, non-irritating options bought on promotion. | Sophie Hartley, Anita Thomas |
| Ingredient/knowledge-oriented shoppers | Degree-educated or personally interested in skincare; more comfortable with ingredient lists and multi-step approaches. | This segment recognises The Ordinary’s effectiveness and values transparency, but finds multi-step/drops formats impractical for daily use. They differentiate between ingredient-led unisex brands and gendered marketing. | Sophie Hartley, James Fletcher, Mark Cartwright |
| Scent/irritation-sensitive shoppers | Across ages and shaving habits; includes those with reactive skin or who shave daily. | Low fragrance and 'no sting' are non-negotiable functional requirements. Bulldog’s mild scent and light texture align well with this need and explain strong perceptions of everyday suitability. | Mark Cartwright, James Fletcher, Paul McAllister |
Shared Mindsets
| Trait | Signal | Agents |
|---|---|---|
| Scepticism of gendered 'natural' messaging | Most respondents read 'natural ingredients for men' as a marketing device rather than a substantive benefit; they prefer claims tied to clear, verifiable functional outcomes (no sting, non-irritating). | Mark Cartwright, Conor Daly, James Fletcher, Anita Thomas, Sophie Hartley, Paul McAllister |
| Price-first decision-making | Promotions and price parity are the dominant levers. Brand choice shifts when Bulldog is on offer; otherwise shoppers default to cheaper supermarket or established mass-market options. | Conor Daly, Mark Cartwright, Anita Thomas, Sophie Hartley, Paul McAllister |
| Certifications as tiebreakers | B Corp, cruelty-free and sustainable packaging improve brand perception but infrequently drive purchase alone; they nudge choices when performance and price are equal. | James Fletcher, Sophie Hartley, Paul McAllister, Mark Cartwright, Anita Thomas |
| Clear brand archetypes | Bulldog is read as pragmatic and mild; Nivea as dependable and sometimes heavy; L'Oréal Men Expert as loud/over-scented; The Ordinary as effective but cumbersome. These archetypes guide quick supermarket decisions. | James Fletcher, Conor Daly, Sophie Hartley, Paul McAllister, Anita Thomas |
| Preference for low-faff routines | A simple 1–2 step routine (face wash + moisturiser) is preferred. Complex, multi-step regimens or dropper-based products are a barrier for routine adoption among the majority. | Mark Cartwright, Paul McAllister, James Fletcher, Conor Daly |
Divergences
| Segment | Contrast | Agents |
|---|---|---|
| Ingredient/knowledge-oriented shoppers vs Price-sensitive majority | Ingredient-aware respondents value efficacy and transparency and are more willing to engage with ingredient-led brands, whereas the price-sensitive majority prioritise promotions and simple functional benefits over ingredient storytelling. | Sophie Hartley, James Fletcher, Mark Cartwright, Conor Daly, Anita Thomas |
| Higher-income professionals (assumed willingness to pay) vs observed behaviour | Although higher-income respondents have the means, they behave like price-focused buyers-treating certifications as secondary and prioritising feel/price-contrasting with the expectation they would pay premiums for sustainability or prestige. | Paul McAllister, James Fletcher |
| Female purchasers buying for others vs male self-buyers | Women buying for male relatives emphasise mildness and low fragrance and are more pragmatic about price/promotions, sometimes prioritising these practical criteria over brand storytelling that might appeal to male self-buyers. | Sophie Hartley, Anita Thomas |
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