Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of market value of men’s facial skincare market, China, 2013-23
- Companies and brands
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- Figure 2: Market share of leading men’s facial skincare companies, China, 2016 and 2017
- The consumer
- Men are satisfied with their appearance
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- Figure 3: Satisfaction with appearance, May 2018
- Basic/hygienic activities command most attention
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- Figure 4: Frequency of using beauty and personal care products used in the last six months, May 2018
- Facial products are more likely to be male-specific
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- Figure 5: Beauty and personal care products used in the last six months, by product type, May 2018
- Familiarity guides most purchases
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- Figure 6: Reasons for buying the personal care products used in the last six months, May 2018
- Men opt for convenient options
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- Figure 7: Personal care product preference, May 2018
- The importance of appearance maintenance is widely acknowledged
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- Figure 8: Attitudes towards beauty and grooming, May 2018
- What we think
Issues and Insights
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- Driving frequency of usage should be a priority
- The facts
- The implications
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- Figure 9: NIVEA Men x ele.me campaign, China, 2017
- Leverage convenience/easy-to-use features to expand men’s routines
- The facts
- The implications
- Can it be left to women to educate men?
- The facts
- The implications
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- Figure 10: Orbis Ladies’ and Men’s Twin Wash, Japan, 2018
- Figure 11: Example of Lab Series Chinese Valentine’s Day campaign, China, 2018
The Market – What You Need to Know
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- Strong but slowing growth
- Challenges exist for future development
Market Size and Forecast
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- Growth slows in 2018 due to moderate engagement
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- Figure 12: Market value and annual growth of men’s facial skincare, China, 2014-18 (est)
- Figure 13: Best- and worst-case forecast of market value of men’s facial skincare, China, 2013-23
Market Factors
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- More local brands entered with credibility
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- Figure 14: New men’s facial skincare ranges from Chando and Wetherm, China, 2018
- Figure 15: New men’s facial skincare launches from Bawang, One Leaf and Dr. Plant, China, 2018
- Pollution and stressful urban lifestyles cause skin problems
- E-commerce best for choice and advice
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- Figure 16: eBay men’s grooming hub, UK, 2017
- Male celebrities promote new beauty attitudes and trends
- Fitness skincare may resonate with men
- Challenging to widen men’s skincare repertoire
- A number of men still use unisex or even women’s products
Key Players – What You Need to Know
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- L'Oréal, Beiersdorf and Rohto continue to dominate market
- Sports and gaming-themed marketing resonates with men
- Male-specific facial skincare remains niche compared to women’s
Market Share
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- The top three dominate; the fourth performs well
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- Figure 17: Market share of leading men’s facial skincare companies, China, 2016 and 2017
Competitive Strategies
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- International players aim for the prestige sector
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- Figure 18: Examples of Kiehl's Oil Eliminator, Facial Fuel and Age Defender range, China, 2018
- Marketing emphasises on sports and gaming
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- Figure 19: NIVEA Men x Real Madrid Football Club, China, 2017
- Figure 20: L'Oréal Men Expert x WE e-sports Club, China, 2017
- Oil control remains the primary need
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- Figure 21: Lab Series Oil Control range, China, 2018
- Figure 22: Example of gf’s oil control IP, China, 2018
Who’s Innovating?
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- Trends in the China market
- Male-specific facial skincare accounts for 6% of new launches
- New Product launches stabilise since 2015
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- Figure 23: New men’s facial skincare* launches, by launch type, China, 2014-17
- Figure 24: New men’s facial skincare relaunches, China, 2017
- Moisturising and botanical dominate claims
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- Figure 25: Top claims of new men’s facial skincare launches, China, 2016 and 2017
- Figure 26: New men’s facial skincare launches with a mattifying claim, China, 2017-18
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- Figure 27: New men’s facial skincare launches with a vitamin/mineral fortified claim, China, 2017
- Noteworthy innovations outside China
- Facial masks associated with shaving
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- Figure 28: New men’s facial mask launches, South Korea and Germany, 2018
- Active Beauty
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- Figure 29: New men’s beauty and personal care launches targeting active men, UK and Spain, 2017-18
- Figure 30: Proverb Strengthening Skin Serum, UK, 2017
- Explore new hero ingredients
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- Figure 31: New men’s beauty and personal care launches featuring new natural ingredients, US, Singapore and Thailand, 2018
- All-in-one products maintain popularity
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- Figure 32: New men’s beauty and personal care launches with all-in-one features, South Korea and Japan, 2018
The Consumer – What You Need to Know
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- Three quarters of men are satisfied with their appearance
- Products meeting basic hygiene needs achieve highest penetration
- Male-specific and unisex products hold similar penetration levels
- Men tend to buy familiar brands and products
- Half of men prefer multi-functional products
- Men agree looking good makes them more confident
Satisfaction with Appearance
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- A high degree of confidence in appearance
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- Figure 33: Satisfaction with appearance, May 2018
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- Figure 34: Changes in money spent on beauty and grooming, by satisfaction with appearance, May 2018
Product Usage and Frequency
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- Not that diligent
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- Figure 35: Frequency of using beauty and personal care products used in the last six months, May 2018
- Younger men do basic cleaning more frequently
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- Figure 36: Beauty and personal care products used in the last six months – Once a day/nearly once a day, by age, May 2018
- Frequency of usage is higher in lower tier cities
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- Figure 37: Beauty and personal care products used in the last six months – once a day/nearly once a day, by city tier, May 2018
Product Choice
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- Both male-specific and unisex products very common
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- Figure 38: Beauty and personal care products used in the last six months, by product type, May 2018
- Income is not a barrier for using male-specific products
Reasons for Purchase
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- Men take responsibility
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- Figure 39: Reasons for buying the personal care products used in the last six months, May 2018
- Familiarity drives purchase
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- Figure 40: TURF analysis of reasons for buying the personal care products used in the last six months, May 2018
- Innovation and marketing have greater impact on high earners
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- Figure 41: Reasons for buying the personal care products used in the last six months, by monthly personal income, May 2018
Purchase Behaviours and Habits
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- More products are welcomed in the low price tier
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- Figure 42: Attitudes towards personal care product offering, by monthly personal income, May 2018
- Try out new products online
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- Figure 43: Purchase habits of personal care products, May 2018
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- Figure 44: Purchase habits of personal care products – online vs offline, by purchase habits of personal care products, May 2018
- Multi-functional over single
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- Figure 45: Personal care product preference, by city tier, May 2018
- Men know the hacks for men
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- Figure 46: Attitudes towards recommendations from family/friends, by age, May 2018
- Figure 47: Attitudes towards recommendations from family/friends, by purchase habits of personal care products, May 2018
- Young men keep investing in beauty and grooming
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- Figure 48: Changes in time and money spent on beauty and grooming, by age, May 2018
Attitudes towards Beauty and Grooming
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- Men show ambiguous attitudes
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- Figure 49: Attitudes towards beauty and grooming, May 2018
- Three groups of consumers
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- Figure 50: Consumer segmentation based on their attitudes towards beauty and grooming, May 2018
- Metrosexual
- Essentialist
- Disinterested dude
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- Figure 51: Attitudes towards beauty and grooming, by consumer segmentation, May 2018
Meet the Mintropolitans
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- Opt for male-specific products
- Overwhelming options
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- Figure 52: Attitudes towards personal care product offering, by consumer classification, May 2018
- Even more into multi-functional products
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- Figure 53: Personal care product preference, by consumer classification, May 2018
Appendix – Market Size and Forecast
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- Figure 54: Retail value of men’s facial skincare market, China, 2013-23
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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