“Products that can easily uplift appearance or charisma like hairstyling products and perfume still obtained men’s majority affinity while leaving facial skincare products with lower usage penetration and usage frequency. But the continuous market cultivation and accumulated skincare knowledge have gradually allowed them to build up a habit of checking ingredients and buying highly effective products. Thus, they’d like to share skincare products with their spouse and prefer less men-specific brands. All the facts demonstrate the necessity of blurring men-specific positioning and catering to their true skincare needs especially that their needs are fragmented and prefer choosing their own product combinations and targeting different skin types, rather than treating men as a separate group.”
– Jane Chai, Senior Research Analyst
Key issues covered in this Report
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