China Men’s Grooming Routines Consumer Report 2024
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The skincare focus is on high-efficacy products and exploring the potential of repairing benefits, with cleansers emphasising sensory experiences; in colour cosmetics, gender-neutral products can be used as an entry point to increase usage rates, followed by the development of products for men.
Jane Chai, Senior Analyst, China Insights
Men’s grooming routines refer to activities of cleaning, grooming and maintaining parts of the body. The consumer research covers multiple BPC categories, especially facial skincare and makeup products in this Report. Meanwhile, market size only reflects facial skincare products targeted exclusively at men, including:
Excluded
Neck care products (eg neck mask), deodorants etc.
The market size is based on sales through all retail channels, including direct to consumers, but excludes the professional sector (such as beauty salons) and C2C channels (eg WeChat business and Taobao). Products for women or which are unisex, specifically designed for or targeted at babies, medical products and suncare products are excluded from market sizing.
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