China Men’s Grooming Routines Market Report 2021
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Description
“Men’s usage of facial skincare products continues to become polarised even after the impacts from COVID-19 have been diminishing, which is a double-edged sword. While more male beauty enthusiasts emerge to drive usage of more advanced facial treatment products, a growing number of non-users or occasional users means facial skincare is not a universal demand for men as it is for women, which limits the future market potential.”
–Alice Li, Associate Director
This Report looks at the following areas:
- Changes in men’s usage of facial skincare products over the past three years
- Men’s usage habits of and attitudes towards facial skincare
- Men’s usage of makeup products and their attitudes towards wearing makeup
- Men’s top concerns on appearance and implications for brands
- Features of an ideal beauty and personal brand from men’s perspective.
Table of Contents
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Overview
- Key issues covered in this Report
- Definitions
- Subgroup definitions (by monthly personal income)
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Executive Summary
- The market
- Figure 1: Best- and worst-case forecast of value sales of men’s facial skincare products, China, 2016-26
- Companies and brands
- Figure 2: Leading manufacturers’ share in value sales of men’s facial skincare products, China, 2019 and 2020
- The consumer
- Product usage continues to polarise, while facial masks are on the rise
- Figure 3: Facial skincare products used in the last six months, 2019-21
- Men welcome more options from women’s or gender-neutral brands
- Figure 4: Brand preference for facial skincare products, by age, 2021
- Wearing makeup is still niche among men
- Figure 5: Makeup products used in the last six months, 2021
- Men wear makeup not only for covering facial flaws
- Figure 6: Attitudes towards wearing makeup, 2021
- Men show great concern over dark skin and aging problems
- Figure 7: Appearance concerns, by importance, 2021
- Men value brands’ expertise in beauty categories as well
- Figure 8: Features of an ideal men’s beauty and personal brand, 2021
- What we think
- The market
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Issues and Insights
- From ‘for men’ to ‘for me’, men are ready for gender-neutral beauty
- Figure 9: (Malin+Goetz) Everyday Essentials, US, 2021
- Understand the status quo of men’s makeup
- Figure 10: Shiseido Facial Map for men, Japan, 2020
- From ‘for men’ to ‘for me’, men are ready for gender-neutral beauty
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Market Size and Forecast
- Slowing growth momentum in men’s facial skincare
- Figure 11: Value sales and annual growth rate of men’s facial skincare products, 2017-21 (est)
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- Figure 12: Best- and worst-case forecast of value sales of men’s facial skincare products, China, 2016-26
- Slowing growth momentum in men’s facial skincare
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Market Factors
- A growing focus on appearance drives men to pursue advanced skincare benefits
- Older men present opportunities with usage on par with their younger counterparts
- Men’s usage of facial skincare products continues to polarise
- Facial skincare is not men’s top priority to improve appearance
- Figure 13: Changes in spending on beauty and personal care products, 2021
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Market Share
- A flurry of new local brands is challenging the market leaders
- Figure 14: Leading manufacturers’ share in value sales of men’s facial skincare products, China, 2019 and 2020
- Figure 15: Perfect Diary Men products, China, 2021
- Prestige products from women’s brands are well received
- Figure 16: Shiseido Ultimune Men Power Infusing Concentrate, China, 2021
- A flurry of new local brands is challenging the market leaders
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Marketing Activities
- Collaborations remain the key and brands are taking them one step further
- Figure 17: Examples of Make Essense collaboration launches, China, 2020-21
- Figure 18: Lanseral x Incarnation L2-Box, China, 2021
- Brands leverage pop-up spaces to engage men
- Figure 19: Nivea Men G-Lab, China, 2021
- Figure 20: L’Oréal Men Expert Space, China, 2021
- Bilibili becomes a new marketing battlefield
- Figure 21: IconX video sponsored by L’Oréal Men Expert on Bilibili, China, 2021
- Collaborations remain the key and brands are taking them one step further
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New Product Trends
- Globally, men’s facial skincare launches have been in decline after the COVID-19 outbreak
- Figure 22: Share of new men’s facial skincare launches, China, Japan, South Korea, UK and US, 2017-21 (till June)
- Chinese market has been further focusing on facial cleansers
- Figure 23: New men’s facial skincare launches, by sub-category, China, 2017-21 (till June)
- Figure 24: Nivea Men HydraMax Ocean Power Firming Essence Eye Mask, China, 2021
- Brightening/illuminating claim shows notable increases
- Figure 25: Top claims of new men’s facial skincare launches – Select claims, China, 2016-21 (till June)
- Men’s sector sees more sheet mask launches
- Figure 26: New men’s facial skincare launches, by format & texture, China, 2017-21 (till June)
- Figure 27: New men’s sheet mask launches, China, 2021
- More advanced anti-acne solutions
- Figure 28: Mentholatum Men Oil Control range, China, 2021
- Figure 29: Nivea Men Deep Himalayan Rock Salt Deep Anti-Acne Essence, China, 2021
- Mainstream brands tap into men’s base makeup
- Figure 30: New men’s base makeup products, China, 2021
- Multi-purpose products cater to men’s needs for convenience
- Figure 31: JACB Moisturising & Revitalizing Mask, China, 2021
- Men’s cosmetics follows the distribution model of streetwear
- Figure 32: Faculty nail colour and nail stickers (SS2021), US, 2021
- Globally, men’s facial skincare launches have been in decline after the COVID-19 outbreak
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Usage of Facial Skincare Products
- Product usage continues to polarise
- Figure 33: Facial skincare products used in the last six months, 2019-21
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- Figure 34: Number of types of facial skincare products used in the last six months, 2020 vs 2021
- Usage of facial masks and suncare on the rise
- Figure 35: Facial skincare products used in the last six months – facial masks and suncare, by age, 2020 vs 2021
- 25-29-year-old men use most types of facial skincare products
- Figure 36: Number of types of facial skincare products used in the last six months, by age, 2021
- Figure 37: Video/programme interests, by age, 2021
- Product usage continues to polarise
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Usage Habits and Attitudes towards Facial Skincare Products
- The majority of men are no new users of facial skincare
- Figure 38: Years of using facial skincare products, 2021
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- Figure 39: Attitudes towards using more facial skincare products, by years of use, 2021
- Figure 40: Usage habits of facial skincare products, by years of use, 2021
- More sophisticated men may turn to women’s facial skincare products
- Figure 41: Brand preference for facial skincare products, by age, 2021
- Figure 42: Brand preference for facial skincare products, by usage habits, 2021
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- Figure 43: Facial skincare products used in the last six months, by brand preference, 2021
- Older men tend to search online about facial skincare products
- Figure 44: Preferred way to know about facial skincare products, by age, 2021
- Men are also keen to know more about facial skincare products
- Figure 45: Attitudes towards product information, by age, 2021
- The majority of men are no new users of facial skincare
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Usage of Makeup Products
- Some 14% of respondents have used makeup products
- Figure 46: Makeup products used in the last six months, 2021
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- Figure 47: Makeup products used in the last six months, users, 2021
- Older men’s usage on par with their younger counterparts
- Figure 48: Base makeup products used in the last six months, by age, 2021
- Some 14% of respondents have used makeup products
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Usage Habits and Attitudes towards Makeup Products
- Men don’t mind showing their positive attitudes towards makeup
- Figure 49: Attitudes towards wearing makeup, 2021
- Men welcome more makeup products
- Figure 50: Attitudes towards makeup products, 2021
- Gender-specific is less important in makeup
- Figure 51: Brand preference for makeup products, by monthly personal income, 2021
- Over half of makeup wearers search online to learn about makeup
- Figure 52: Preferred way to know about makeup, by age, 2021
- Men don’t mind showing their positive attitudes towards makeup
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Appearance Concerns
- Men’s appearance concerns go beyond oily skin and acne
- Figure 53: Appearance concerns, by importance, 2021
- Dark/dull skin is one of the top concerns for all age groups
- Figure 54: Ranking of appearance concerns, by age, 2021
- Men’s appearance concerns go beyond oily skin and acne
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Ideal Men’s BPC Brand
- Professional and good value for money make an ideal brand
- Figure 55: Features of an ideal men’s beauty and personal brand, 2021
- Priorities shift by age
- Figure 56: Features of an ideal men’s beauty and personal brand, by age, 2021
- Creativity plays a key role to attract high earners
- Figure 57: Features of an ideal men’s beauty and personal brand, by monthly personal income, 2021
- Online shoppers prefer professional and tech-ish brands
- Figure 58: Features of an ideal men’s beauty and personal brand, by preferred way to know about facial skincare products, 2021
- Professional and good value for money make an ideal brand
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Appendix – Market Size and Forecast
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- Figure 59: Value sales and annual growth rate of men’s facial skincare products, 2016-26
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Appendix –Methodology and Abbreviations
- Consumer research methodology
- Abbreviations
About the report
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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