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Men’s Beauty and Grooming Routines - China - September 2018

"The men’s facial skincare market achieved stable year-on-year value growth as the importance of appearance maintenance is widely acknowledged among men. But given men’s overall low usage frequency and simple routines, brands need to make more efforts to help men establish regular skincare routines and drive usage frequency of core products, before jumping to introduce more niche products to men, such as makeup."
- Alice Li, Senior Research Analyst

This Report looks at the following areas:

  • Driving frequency of usage should be a priority
  • Leverage convenience/easy-to-use features to expand men’s routines
  • Can it be left to women to educate men?

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Figure 1: Best- and worst-case forecast of market value of men’s facial skincare market, China, 2013-23
          • Companies and brands
            • Figure 2: Market share of leading men’s facial skincare companies, China, 2016 and 2017
          • The consumer
            • Men are satisfied with their appearance
              • Figure 3: Satisfaction with appearance, May 2018
            • Basic/hygienic activities command most attention
              • 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
              • Figure 5: Beauty and personal care products used in the last six months, by product type, May 2018
            • Familiarity guides most purchases
              • Figure 6: Reasons for buying the personal care products used in the last six months, May 2018
            • Men opt for convenient options
              • Figure 7: Personal care product preference, May 2018
            • The importance of appearance maintenance is widely acknowledged
              • Figure 8: Attitudes towards beauty and grooming, May 2018
            • What we think
            • Issues and Insights

              • Driving frequency of usage should be a priority
                • The facts
                  • The implications
                    • 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
                              • 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

                            • Strong but slowing growth
                              • Challenges exist for future development
                              • Market Size and Forecast

                                • Growth slows in 2018 due to moderate engagement
                                  • 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

                                • More local brands entered with credibility
                                  • 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
                                    • 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

                                          • 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

                                                • The top three dominate; the fourth performs well
                                                    • Figure 17: Market share of leading men’s facial skincare companies, China, 2016 and 2017
                                                • Competitive Strategies

                                                  • International players aim for the prestige sector
                                                    • Figure 18: Examples of Kiehl's Oil Eliminator, Facial Fuel and Age Defender range, China, 2018
                                                  • Marketing emphasises on sports and gaming
                                                    • 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
                                                    • Figure 21: Lab Series Oil Control range, China, 2018
                                                    • Figure 22: Example of gf’s oil control IP, China, 2018
                                                • Who’s Innovating?

                                                  • Trends in the China market
                                                    • Male-specific facial skincare accounts for 6% of new launches
                                                      • New Product launches stabilise since 2015
                                                        • 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
                                                        • 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
                                                        • 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
                                                          • Figure 28: New men’s facial mask launches, South Korea and Germany, 2018
                                                        • Active Beauty
                                                          • 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
                                                          • 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
                                                          • 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

                                                        • 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

                                                                    • A high degree of confidence in appearance
                                                                      • Figure 33: Satisfaction with appearance, May 2018
                                                                      • Figure 34: Changes in money spent on beauty and grooming, by satisfaction with appearance, May 2018
                                                                  • Product Usage and Frequency

                                                                    • Not that diligent
                                                                      • 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
                                                                      • 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
                                                                      • 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

                                                                    • Both male-specific and unisex products very common
                                                                        • 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

                                                                        • Men take responsibility
                                                                          • Figure 39: Reasons for buying the personal care products used in the last six months, May 2018
                                                                        • Familiarity drives purchase
                                                                          • 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
                                                                          • 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

                                                                        • More products are welcomed in the low price tier
                                                                          • Figure 42: Attitudes towards personal care product offering, by monthly personal income, May 2018
                                                                        • Try out new products online
                                                                          • Figure 43: Purchase habits of personal care products, May 2018
                                                                          • Figure 44: Purchase habits of personal care products – online vs offline, by purchase habits of personal care products, May 2018
                                                                        • Multi-functional over single
                                                                          • Figure 45: Personal care product preference, by city tier, May 2018
                                                                        • Men know the hacks for men
                                                                          • 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
                                                                          • Figure 48: Changes in time and money spent on beauty and grooming, by age, May 2018
                                                                      • Attitudes towards Beauty and Grooming

                                                                        • Men show ambiguous attitudes
                                                                          • Figure 49: Attitudes towards beauty and grooming, May 2018
                                                                        • Three groups of consumers
                                                                          • Figure 50: Consumer segmentation based on their attitudes towards beauty and grooming, May 2018
                                                                        • Metrosexual
                                                                          • Essentialist
                                                                            • Disinterested dude
                                                                              • Figure 51: Attitudes towards beauty and grooming, by consumer segmentation, May 2018
                                                                          • Meet the Mintropolitans

                                                                            • Opt for male-specific products
                                                                              • Overwhelming options
                                                                                • Figure 52: Attitudes towards personal care product offering, by consumer classification, May 2018
                                                                              • Even more into multi-functional products
                                                                                • Figure 53: Personal care product preference, by consumer classification, May 2018
                                                                            • Appendix – Market Size and Forecast

                                                                                • Figure 54: Retail value of men’s facial skincare market, China, 2013-23
                                                                            • Appendix – Methodology and Abbreviations

                                                                              • Methodology
                                                                                • Fan chart forecast
                                                                                  • Abbreviations

                                                                                  Men’s Beauty and Grooming Routines - China - September 2018

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