2020
0
China Men’s Facial Skincare Market Report 2020
2020-10-10T04:02:55+01:00
OX990420
3695
125796
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Report
en_GB
“The men’s facial skincare market has embarked on a journey of growth transformation, with male consumers polarising. Some men have started to expand their routines with a wider range of…

China Men’s Facial Skincare Market Report 2020

£ 3,695 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Men’s Facial Skincare – China market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

The COVID-19 outbreak has further lowered the market growth
in 2020, due to its negative impacts on financial confidence and
life. It has, however, created new opportunities for men’s facial
skincare products as well. Products that align with the habit of
wearing face masks, such as minimising skin chafing, acne/
breakouts and controlling oil/sebum, and that promote health
and self-care, will expand. The increasing online shopping habit
enables brands to provide an extensive range of products and
easy-to-find information for men and drive men’s engagement.

All reports purchased from the Mintel Store now come with free access to our COVID-19 Global Insights Hub, allowing you to understand how industries and consumer behaviour is changing worldwide.

What does the COVID-19 Global Insights Hub give you access to?

  • Over 450 pieces of research (with more published each week) addressing markets across the globe.
  • Discover how people in countries at different stages of the crisis are adjusting to the ‘new normal’.
  • Trending industries which have seen growth due to the changes in circumstance.
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Expert analysis from a specialist in the field

Written by Alice Li, a leading analyst in the BPC sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The men’s facial skincare market has embarked on a journey of growth transformation, with male consumers polarising. Some men have started to expand their routines with a wider range of facial skincare products, from facial masks to suncare products. Meanwhile, a growing proportion of men are still struggling to understand the need of facial skincare and have dropped out of the category over the past few years
Alice Li
Senior BPC Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definitions
        • Executive Summary

            • Impact of COVID-19 on men’s facial skincare
              • Figure 1: Short, medium and long-term impact of COVID-19 on men’s facial skincare, August 2020
            • Face mask-friendly products relate to men as well
              • Facial skincare tied with health and self-care
                • Multi-purpose products offer better value for money
                  • Increase online presence to keep men engaged
                    • The market
                      • Growth was slowing before the COVID-19 outbreak
                        • Figure 2: Market size and forecast of value sales of men’s facial skincare, China, 2015-25
                      • Companies and brands
                        • L’Oréal continues to dominate, but new challengers are increasing
                          • Figure 3: Leading companies’ share of value sales of men’s facial skincare products, China, 2018 and 2019
                        • The consumer
                          • Men’s usage of facial skincare products showed slight increases
                            • Figure 4: Facial skincare products used in the last six months, 2017-20
                          • The problem-solving mindset still exists, but men are also driven by emotional motivations
                            • Figure 5: Reasons for using facial skincare products, August 2020
                          • Low engagement suggests big brands tend to occupy share of mind
                            • Figure 6: Purchase and usage habits of facial skincare products, August 2020
                          • Paying attention to anti-ageing besides basic skincare needs
                            • Figure 7: Most important claims of facial skincare products, August 2020
                          • Skin sensation, safety and ingredients are key purchase factors
                            • Figure 8: Most important purchase factors of facial skincare products, August 2020
                          • Men consider facial skin condition an important aspect of personal image
                            • Figure 9: Factors impacting men’s overall personal image, August 2020
                          • What we think
                          • Issues and Insights

                            • Encourage men to use more than cleansers
                              • The facts
                                • The implications
                                  • Communicate the need of facial skincare on an emotional level
                                    • The facts
                                      • The implications
                                        • Figure 10: Rituals The Ritual of Samurai
                                    • The Market – Key Takeaways

                                      • Simple routines are slowing down market growth
                                        • More social changes will impact the market
                                        • Market Size and Forecast

                                          • Growth is slowing down as penetration levels stabilise
                                            • Figure 11: Market size and growth rate of men’s facial skincare, China, 2015-20
                                            • Figure 12: Market size and forecast of value sales of men’s facial skincare, China, 2015-25
                                        • Market Factors

                                          • Ageing population requires more brand attention towards older men
                                            • Figure 13: Male population structure, by age, China, 2012-18
                                          • Familiarity guides most purchases
                                            • Male consumers are polarising
                                              • Attitudes towards male beauty have been increasingly relaxed in China
                                                • Busy modern lifestyles cause more skin problems
                                                  • More and more men report oily skin
                                                    • Figure 14: Skin type, 2017 vs 2020
                                                  • Social media marketing starts to engage men
                                                    • Figure 15: Example of posts about men’s facial skincare on Little Red Book, China, 2020
                                                    • Figure 16: Example of Tmall x Hupu contest of men’s facial skincare products, China, 2020
                                                • Companies and Brands – Key Takeaways

                                                  • L’Oréal continues to dominate the market
                                                    • Crossover launches play a role in attracting men
                                                      • Innovations focus on offering men better convenience
                                                      • Market Share

                                                        • The dominance of L’Oréal remains unchallenged
                                                          • Figure 17: Leading companies’ share of value sales of men’s facial skincare products, China, 2018 and 2019
                                                        • The prestige sector is small but continues to grow
                                                          • The market is becoming more fragmented, especially online
                                                            • Figure 18: New men’s facial skincare launches from ‘Others’ brands, China, 2020
                                                        • Competitive Strategies

                                                          • Biotherm Homme partners with Tencent Sports to advertise in NBA games
                                                            • Figure 19: Example of Biotherm Homme advertisement in NBA games, China, 2019
                                                          • Nivea Men launches new products in collaboration with Honor of Kings
                                                            • Figure 20: Example of Nivea Men x Honor of Kings new product launches, China, 2019
                                                          • Local brand gf promotes cooling products with creative crossover marketing
                                                            • Figure 21: Examples of gf cooling lotion, China, 2019-20
                                                          • Online brands progressively tap into men’s makeup and offer one-stop solutions for men
                                                            • Figure 22: Examples of men’s makeup products, China, 2020
                                                          • Watch for the entrance of cross-category competitors
                                                            • Figure 23: Example of Gillette Skin facial skincare products, China, 2020
                                                        • Launch Activity and Innovation

                                                          • True innovation of men’s facial skincare remains weak
                                                            • Figure 24: New men’s facial skincare launches, by launch type, China, 2016-20
                                                          • More focus on facial cleansers
                                                            • Figure 25: New men’s facial skincare launches, by sub-category, China, 2016-20
                                                            • Figure 26: Examples of new men’s face cleansers launches, China, 2019-20
                                                          • There’s scope for more advanced skincare claims
                                                            • Figure 27: Top claims of new men’s facial skincare launches – select items, China. 2016-20
                                                          • Innovation highlights
                                                            • Format/texture innovations
                                                              • Figure 28: Examples of new men’s facial skincare launches in stick format, South Korea and US, 2019-20
                                                              • Figure 29: Examples of new men’s facial skincare launches in spray format, Germany and Sweden, 2020
                                                              • Figure 30: Examples of new men’s facial skincare launches in dual-use packaging, South Korea, 2019-20
                                                            • Multi-purpose and category blurring options
                                                              • Figure 31: Examples of new men’s multi-purpose facial skincare launches, UK, Italy and South Korea, 2020
                                                            • Men’s facial masks
                                                              • Figure 32: L’Oréal Men Expert Pure & Matte lava anti-acne mask, China, 2020
                                                              • Figure 33: Dear Boy Friend #Drink more water facial mask, China, 2020
                                                              • Figure 34: Gillette Skin Cloud Feel dual-effect mask for men, China, 2020
                                                          • The Consumer – Key Takeaways

                                                            • Overall penetration remains flat, but men are increasing product repertoire
                                                              • Over half of men use facial skincare products to improve life quality and boost confidence
                                                                • Good skin feeling, safety and ingredients are most important purchase factors
                                                                • Product Usage

                                                                  • Men’s usage of facial skincare showed slight increases
                                                                    • Figure 35: Facial skincare products used in the last six months, 2017-20
                                                                  • Some are increasing product repertoire, while some are dropping out
                                                                    • Figure 36: Number of facial skincare products used in the last six months, 2017-20
                                                                  • Men opt for facial masks for advanced care, especially 18-24 year olds
                                                                    • Figure 37: Facial skincare products used in the last six months, by age, August 2020
                                                                  • Men with dry skin are more likely to use sunscreen
                                                                    • Figure 38: Facial skincare products used in the last six months, by skin type, August 2020
                                                                • Reasons for Using Facial Skincare Products

                                                                  • From a problem-solving mindset to improving personal image
                                                                    • Figure 39: Reasons for using facial skincare products, August 2020
                                                                  • Older men are more likely to be driven by emotional reasons
                                                                    • Figure 40: Reasons for using facial skincare products, by age, August 2020
                                                                • Purchase and Usage Habits

                                                                  • A simple purchase journey
                                                                    • Figure 41: Purchase and usage habits of facial skincare products, August 2020
                                                                  • Specially designed for men is not necessary
                                                                    • Younger men are most explorative, but they are less likely to look for product information
                                                                      • Figure 42: Purchase and usage habits of facial skincare products, by age, August 2020
                                                                  • Most Important Claims

                                                                    • Men pay attention to anti-ageing besides basic skincare needs
                                                                      • Figure 43: Most important claims of facial skincare products, August 2020
                                                                    • Men from lower-tier cities have more skincare needs
                                                                      • Figure 44: Most important claims of facial skincare products, by skin type, August 2020
                                                                    • Men with oily skin focus on oil control and treating pore issues
                                                                      • Figure 45: Most important claims of facial skincare products, by skin type, August 2020
                                                                  • Purchase Factors

                                                                    • Good skin feeling is a key factor
                                                                      • Figure 46: Most important purchase factors of facial skincare products, August 2020
                                                                    • Men buy in ingredients specifically for men
                                                                      • Figure 47: gf Moist Cool Whitening Face Wash, China, 2020
                                                                    • Convenience could drive men to try new products
                                                                      • Figure 48: Most important purchase factors of facial skincare products, by purchase habits, August 2020
                                                                  • Attitudes towards Personal Image

                                                                    • Facial skin condition plays a more important role than clothing and accessories
                                                                      • Figure 49: Factors impacting men’s overall personal image, August 2020
                                                                    • Priorities shift with age
                                                                      • Figure 50: Factors impacting men’s overall personal image – very important, by age, August 2020
                                                                  • Appendix – Market Size and Forecast

                                                                      • Figure 51: Market value and year-on-year growth of men’s facial skincare products, China, 2015-25
                                                                  • Appendix – Methodology and Abbreviations

                                                                    • Consumer research methodology
                                                                      • Abbreviations

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