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Men's Toiletries - China - October 2014

“The men’s toiletries market in China has grown rapidly in the past few years, especially driven by the fast growth of the men’s facial skincare segment. The men’s facial skincare segment was growing twice as fast as the women’s sector over 2011-13. However, the growth has witnessed a slight slowdown from 2012. The slow adoption journey of men’s toiletries among male consumers and the low spending power of younger consumers are the barriers that marketers need to address.”
– Linda Li, Senior Research Analyst

This report discusses the following key topics:

  • Driving men’s engagement in men’s toiletries
  • Opportunities for offering simplified grooming experiences to males 
  • Think in men’s way
Men tend to shop for the toiletry products when they have skin problems to solve. In addition, they expect instant product efficacy in personal care. Brands should take efforts to further educate Chinese male consumers, in terms of the motivation of usage, expectation of the product and the product usage as well. It is also important for brands to always bear in mind the difference between men and women when communicating with male consumers.

 

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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Retail sales of men’s facial care products in China, by value, 2009-19
              • Companies and brands
                • Figure 2: Market share of men’s facial care in China, by value, 2013
              • The consumer
                • Skin profile
                  • Figure 3: Current skin type, June 2014
                • Usage of men’s toiletries
                  • Figure 4: Men’s toiletry product usage, June 2014
                • Usage motivation of facial skincare
                  • Figure 5: Motivation of using men’s facial care products, June 2014
                • Reasons for non-usage
                  • Figure 6: Reasons for not using men’s toiletries, June 2014
                • Purchase process
                  • Figure 7: Purchase process of men’s toiletries, June 2014
                • Buying criteria
                  • Figure 8: Buying criteria, by gender, June 2014
                • Influential channel
                  • Figure 9: Source of influence, by gender, June 2014
                • Brand origin preference
                  • Figure 10: Preference of brand’s country of origin, June 2014
                • Key issues
                  • Driving men’s engagement in men’s toiletries
                    • Opportunities for offering simplified grooming experiences to males
                      • Think in men’s way
                        • What we think
                        • Issues and Insights

                            • Driving men’s engagement in men’s toiletries
                              • The facts
                                • The implications
                                  • Opportunities for offering simplified grooming experiences to males
                                    • The facts
                                      • The implications
                                        • Figure 11: Multifunctional product example from UK, 3-in-1 Jetwash Multi-Gel from Wingman, Q3 2013
                                      • Think in men’s way
                                        • The facts
                                          • The implications
                                          • Trend Applications

                                            • Man in the Mirror
                                              • Influentials
                                                • Guiding Choice
                                                • Market Size and Segment

                                                  • Key points
                                                    • Men’s facial care segment is the main growth driver
                                                      • Figure 12: Key segments in men’s toiletries in China, by value, 2008-13
                                                    • Growth of pre-shaving products is restricted by shaving habits
                                                      • Potentials lie in men’s haircare products
                                                        • Deodorants can contribute to the growth of men’s bodycare segment
                                                        • Market Forecast, Drivers and Challenges

                                                          • Key points
                                                            • Growth of men’s toiletries is expected to continue in China
                                                              • Figure 13: Retail sales of men’s facial care products in China, by value, 2009-19
                                                              • Figure 14: Retail sales of men’s shaving preparation products in China, by value, 2009-19
                                                              • Figure 15: Retail sales of men’s fragrances in China, by value, 2009-19
                                                            • Forecast methodology
                                                              • Driver: Growing awareness of the importance of male grooming
                                                                • Driver: A stressful urban lifestyle leads to more skin problems
                                                                  • Driver: Environmental concerns increase the demand for facial skincare
                                                                    • Challenge: Limited spending power
                                                                      • Challenge: A long and slow adoption journey
                                                                      • Market Share – Men’s Facial Care

                                                                        • Key points
                                                                          • Market share of men’s facial care
                                                                            • Figure 16: Market share of men’s facial care in China, by value, 2012 and 2013
                                                                        • Who’s Innovating?

                                                                          • Key points
                                                                            • Facial skincare is the category that witnessed most innovations
                                                                              • Figure 17: Share of new product launches in men’s toiletries in China, by category, 2009-14
                                                                              • Figure 18: Top claims in new men’s skincare products launched in China, 2009-14
                                                                            • Tiptoeing onto the BB cream territory
                                                                              • Figure 19: BB Men from L’Oréal Paris Men Expert, China 2014
                                                                            • Seek upgraded functions as anti-ageing
                                                                              • Figure 20: Examples of anti-ageing products from SKII (2014) and L’Oréal Paris Men Expert, China, 2013
                                                                            • Easily applicable product format prevails among eye care products
                                                                                • Figure 21: Examples of roll-on and gel eye cream for men, China, 2012-13
                                                                                • Figure 22: Facial Fuel Eye De-Puffer from Kiehl’s, China, Q1 2013
                                                                              • Soap cleansers have become popular
                                                                                  • Figure 23: T-Pur soap form Biotherm Homme and Face soap from Clinique, China, Q3 2014
                                                                                • More targeted advertising
                                                                                  • Figure 24: Snapshot from the ad of Volcanic Anti-acne Balanced lotion, L’Oréal Paris Men Expert, China, 2014
                                                                              • Companies & Brands

                                                                                • L’Oréal Group
                                                                                  • L’Oréal Paris Men Expert
                                                                                    • Biotherm Homme
                                                                                      • Beiersdorf AG
                                                                                        • Mentholatum
                                                                                          • Estée Lauder
                                                                                            • Lab Series
                                                                                              • Clinique for Men
                                                                                                • Jahwa
                                                                                                  • Procter & Gamble
                                                                                                    • Figure 25: P&G portfolio of men’s products in China, 2014
                                                                                                  • Amorepacific
                                                                                                  • The Consumer – Skin Profile

                                                                                                    • Key points
                                                                                                      • Most men consider themselves having oily skin
                                                                                                        • Figure 26: Current skin type, June 2014
                                                                                                    • The Consumer – Usage of Men’s Toiletries

                                                                                                      • Key points
                                                                                                        • Most men use no more than six male grooming products
                                                                                                          • Figure 27: Repertoire of men’s toiletry products used, June 2014
                                                                                                          • Figure 28: Usage of men’s toiletry products, by net, June 2014
                                                                                                        • Men’s shampoo champions the male grooming segment
                                                                                                          • Figure 29: Men’s toiletry product usage, June 2014
                                                                                                          • Figure 30: Usage comparison of selected facial care products, by gender, June 2014
                                                                                                        • Deodorant needs time for cultivation
                                                                                                            • Figure 31: Usage of men’s deodorants, by personal income, June 2014
                                                                                                          • Income defines sophistication
                                                                                                              • Figure 32: Armani Men age mater range, Q2 2014
                                                                                                              • Figure 33: Repertoire of men’s toiletry product usage, by personal income, June 2014
                                                                                                              • Figure 34: Usage rate of different men’s toiletry products, by city tier, June 2014
                                                                                                              • Figure 35: Repertoire of men’s toiletry product usage, June 2014
                                                                                                          • The Consumer – Usage Motivation of Facial Care

                                                                                                            • Key points
                                                                                                              • The problem-solving mindset
                                                                                                                • Figure 36: Motivation of using men’s facial care products, June 2014
                                                                                                              • The “Mianzi” effect
                                                                                                                • Cultivating solid skincare regime for high income group
                                                                                                                  • Figure 37: Differences in motivations of using men’s facial care products, by income, April 2014
                                                                                                                • Saving Mr Guangzhou
                                                                                                                  • The multifaceted men
                                                                                                                    • Figure 38: Repertoire of motivation of using men’s facial care products, June 2014
                                                                                                                    • Figure 39: Repertoire of motivation of using men’s facial care products, by income, June 2014
                                                                                                                • The Consumer – Reasons for Non-usage

                                                                                                                  • Key points
                                                                                                                    • Facial care
                                                                                                                      • Highlight the differences between men’s and women’s skin needs
                                                                                                                        • Figure 40: Reasons for not using men’s facial care, June 2014
                                                                                                                      • Low-price product to convert the low budgeters
                                                                                                                          • Figure 41: Reasons for not using men’s facial care, by household income, June 2014
                                                                                                                        • Promote effortless skincare process
                                                                                                                          • Using digital technology to attract male shoppers
                                                                                                                            • Repositioning masculine for mature men
                                                                                                                              • Figure 42: Reasons for not using men’s facial care, by age, June 2014
                                                                                                                            • Haircare
                                                                                                                              • Incentivise the key housekeeper
                                                                                                                                • Figure 43: Reasons for not using men’s haircare, June 2014
                                                                                                                              • Portfolio play
                                                                                                                                • Help the young singletons
                                                                                                                                  • Figure 44: Reasons for not using men’s haircare, by age and marital status, June 2014
                                                                                                                                • Bodycare
                                                                                                                                  • Raising awareness is the first step
                                                                                                                                    • Figure 45: Reasons for not using men’s bodycare, June 2014
                                                                                                                                  • Creating more usage occasions
                                                                                                                                    • Figure 46: Reasons for not using men’s bodycare, by age, June 2014
                                                                                                                                  • More innovation please
                                                                                                                                    • Figure 47: Selected reasons for not using men’s toiletry products, by segment, June 2014
                                                                                                                                    • Figure 48: Kiehl's Cross-Terrain in France, Q3 2013 and Molton Brown Sport Gel 4-in-1 Sports Washin UK, Q2 2014
                                                                                                                                • The Consumer – Purchase Process

                                                                                                                                  • Key points
                                                                                                                                    • Men are active buyers for most of the male grooming products
                                                                                                                                      • Figure 49: Purchase process of men’s toiletries, June 2014
                                                                                                                                    • The Men’s zone
                                                                                                                                      • Figure 50: Repertoire of men’s toiletry products that men chose the product and bought it themselves, June 2014
                                                                                                                                    • Make shaving zone stand out
                                                                                                                                      • The buying power of Post-1990s
                                                                                                                                        • Figure 51: Purchase process, “I chose the product and I bought it myself”, by age, June 2014
                                                                                                                                        • Figure 52: Kiehl’s campaign, China 2012
                                                                                                                                      • High earners are more likely to buy for themselves
                                                                                                                                        • Figure 53: Repertoire of men’s toiletry products that men chose the product and bought it themselves, by income, June 2014
                                                                                                                                      • The sophisticated men in tier one cities
                                                                                                                                        • Figure 54: Repertoire of men’s toiletry products that men chose the product and bought it themselves, by city tier, June 2014
                                                                                                                                    • The Consumer – Buying Criteria

                                                                                                                                      • Key points
                                                                                                                                        • Highlight functional benefit for both gender buyers
                                                                                                                                          • Figure 55: Buying criteria, by gender, June 2014
                                                                                                                                          • Figure 56: Selected buying criteria, by age and gender, June 2014
                                                                                                                                          • Figure 57: Olay Men Oil Control Power Set comprises, Q2 2014
                                                                                                                                        • Building brand trust is still relevant in China
                                                                                                                                            • Figure 58: Selected buying criteria, by income, June 2014
                                                                                                                                          • The fall of brand prominence
                                                                                                                                            • Figure 59: Selected buying criteria comparison, June 2014 versus August 2013
                                                                                                                                          • Gender differences
                                                                                                                                            • Engaging with the youngsters
                                                                                                                                              • Figure 60: Selected buying criteria, by age and gender, June 2014
                                                                                                                                            • City differences
                                                                                                                                              • Figure 61: Selected buying criteria, by city tier, June 2014
                                                                                                                                          • The Consumer – Source of Influence

                                                                                                                                            • Key points
                                                                                                                                              • Encourage sharing using experiences of the toiletries
                                                                                                                                                • Figure 62: Source of influence, June 2014
                                                                                                                                              • Fully leverage in-store assets
                                                                                                                                                • Figure 63: Selected source of influence, by gender, June 2014
                                                                                                                                                • Figure 64: Source of influence, by age and gender, June 2014
                                                                                                                                              • Other efficient channels to reach male buyers
                                                                                                                                                • Figure 65: Selected sources of influence, by gender, June 2014
                                                                                                                                            • The Consumer – Preference of Brand’s Country of Origin

                                                                                                                                              • Key points
                                                                                                                                                • Good news for local brands
                                                                                                                                                  • Figure 66: Preference of brand’s country of origin, June 2014
                                                                                                                                                • The preference for European/American brands over Japanese/Korean brands
                                                                                                                                                  • Figure 67: Preference of brand’s country of origin, by gender, June 2014
                                                                                                                                                  • Figure 68: Men’s personal care series from Man Stuff, US, Q1 2014
                                                                                                                                                • Opportunities for retailers’ own-label products
                                                                                                                                                  • High earners still prefer Western brands in all categories
                                                                                                                                                    • Figure 69: Preference for European/American brands, by income, June 2014
                                                                                                                                                  • City difference
                                                                                                                                                  • Appendix – The Consumer – Skin Profile

                                                                                                                                                      • Figure 70: Current skin type, June 2014
                                                                                                                                                      • Figure 71: Current skin type, by demographics, June 2014
                                                                                                                                                  • Appendix – The Consumer – Usage of Men’s Toiletries

                                                                                                                                                      • Figure 72: Category usage, June 2014
                                                                                                                                                      • Figure 73: Most popular category usage, by demographics, June 2014
                                                                                                                                                      • Figure 74: Next most popular category usage, by demographics, June 2014
                                                                                                                                                      • Figure 75: Other category usage, by demographics, June 2014
                                                                                                                                                    • Repertoire analysis
                                                                                                                                                      • Figure 76: Repertoire of category usage, June 2014
                                                                                                                                                      • Figure 77: Repertoire of category usage, by demographics, June 2014
                                                                                                                                                  • Appendix – The Consumer – Usage Motivation of Facial Care

                                                                                                                                                      • Figure 78: Motivation of using men’s facial care products, June 2014
                                                                                                                                                      • Figure 79: Most popular motivation of using men’s facial care products, by demographics, June 2014
                                                                                                                                                      • Figure 80: Next most popular motivation of using men’s facial care products, by demographics, June 2014
                                                                                                                                                    • Repertoire analysis
                                                                                                                                                      • Figure 81: Repertoire of motivation of using men’s facial care products, June 2014
                                                                                                                                                      • Figure 82: Repertoire of motivation of using men’s facial care products, by demographics, June 2014
                                                                                                                                                  • Appendix – The Consumer – Reasons for Non-usage

                                                                                                                                                      • Figure 83: Reasons for non-usage, June 2014
                                                                                                                                                      • Figure 84: Most popular reasons for non-usage – Men’s facial care, by demographics, June 2014
                                                                                                                                                      • Figure 85: Next most popular reasons for non-usage – Men’s facial care, by demographics, June 2014
                                                                                                                                                      • Figure 86: Most popular reasons for non-usage – Men’s haircare, by demographics, June 2014
                                                                                                                                                      • Figure 87: Next most popular reasons for non-usage – Men’s haircare, by demographics, June 2014
                                                                                                                                                      • Figure 88: Most popular reasons for non-usage – Men’s bodycare, by demographics, June 2014
                                                                                                                                                      • Figure 89: Next most popular reasons for non-usage – Men’s bodycare, by demographics, June 2014
                                                                                                                                                  • Appendix – The Consumer – Purchase Process

                                                                                                                                                      • Figure 90: Purchase process, June 2014
                                                                                                                                                      • Figure 91: Purchase process – Men’s facial cleanser, by demographics, June 2014
                                                                                                                                                      • Figure 92: Purchase process – Men’s facial toner/softener, by demographics, June 2014
                                                                                                                                                      • Figure 93: Purchase process – Men’s facial moisturiser/lotion/essence, by demographics, June 2014
                                                                                                                                                      • Figure 94: Purchase process – Men’s BB cream/CC cream, by demographics, June 2014
                                                                                                                                                      • Figure 95: Purchase process – Men’s eye cream/essence, by demographics, June 2014
                                                                                                                                                      • Figure 96: Purchase process – Shaving products, by demographics, June 2014
                                                                                                                                                      • Figure 97: Purchase process – Men’s lip balm, by demographics, June 2014
                                                                                                                                                      • Figure 98: Purchase process – Men’s shampoo, by demographics, June 2014
                                                                                                                                                      • Figure 99: Purchase process – Men’s hair treatment, by demographics, June 2014
                                                                                                                                                      • Figure 100: Purchase process – Men’s hair styling products, by demographics, June 2014
                                                                                                                                                      • Figure 101: Purchase process – Men’s shower products, by demographics, June 2014
                                                                                                                                                      • Figure 102: Purchase process – Men’s deodorants, by demographics, June 2014
                                                                                                                                                    • Repertoire analysis – column 1
                                                                                                                                                      • Figure 103: Repertoire of Purchase process – I chose the product and I bought it myself, June 2014
                                                                                                                                                      • Figure 104: Repertoire of purchase process – I chose the product and I bought it myself, by demographics, June 2014
                                                                                                                                                    • Repertoire analysis – column 2
                                                                                                                                                      • Figure 105: Repertoire of purchase process – I chose the product and others bought for me, by demographics, June 2014
                                                                                                                                                  • Appendix – The Consumer – Buying Criteria

                                                                                                                                                      • Figure 106: Buying criteria, June 2014
                                                                                                                                                      • Figure 107: Most popular buying criteria, by demographics, June 2014
                                                                                                                                                      • Figure 108: Most popular buying criteria, by demographics, June 2014
                                                                                                                                                      • Figure 109: Other buying criteria, by demographics, June 2014
                                                                                                                                                  • Appendix – The Consumer – Source of Influence

                                                                                                                                                      • Figure 110: Influential channels, June 2014
                                                                                                                                                      • Figure 111: Most popular influential channels, by demographics, June 2014
                                                                                                                                                      • Figure 112: Next most popular influential channels, by demographics, June 2014
                                                                                                                                                    • Repertoire analysis
                                                                                                                                                      • Figure 113: Repertoire of influential channels, June 2014
                                                                                                                                                      • Figure 114: Repertoire of influential channels, by demographics, June 2014
                                                                                                                                                  • Appendix – The Consumer – Preference of Brand’s Country of Origin

                                                                                                                                                      • Figure 115: Brand preference, June 2014
                                                                                                                                                      • Figure 116: Brand preference – Men’s facial cleanser, by demographics, June 2014
                                                                                                                                                      • Figure 117: Brand preference – Men’s facial toner/softener, by demographics, June 2014
                                                                                                                                                      • Figure 118: Brand preference – Men’s facial moisturiser/lotion/essence, by demographics, June 2014
                                                                                                                                                      • Figure 119: Brand preference – Men’s BB cream/CC cream, by demographics, June 2014
                                                                                                                                                      • Figure 120: Brand preference – Men’s eye cream/essence, by demographics, June 2014
                                                                                                                                                      • Figure 121: Brand preference – Men’s shampoo, by demographics, June 2014
                                                                                                                                                      • Figure 122: Brand preference – Men’s hair treatment, by demographics, June 2014
                                                                                                                                                      • Figure 123: Brand preference – Men’s hair styling products, by demographics, June 2014
                                                                                                                                                      • Figure 124: Brand preference – Men’s deodorants, by demographics, June 2014

                                                                                                                                                  Companies Covered

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                                                                                                                                                  Men's Toiletries - China - October 2014

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