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MEN’S BEAUTY AND GROOMING ROUTINES - CHINA - SEPTEMBER 2018

Published By :

Mintel

Published Date : Sep 2018

Category :

Personal Care

No. of Pages : N/A

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.

Table of contents
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

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