Views: 7 Author: Site Editor Publish Time: 2019-10-12 Origin: Site
“Women are pleasing to others”, beauty has always been considered a privilege of women, but nowadays, more and more Chinese men are also paying attention to their appearance.
"Men is pleasing to others", not only in the regular haircuts, perfumes, antiperspirants, lipsticks, eyebrow pencils, sunscreens, essences, masks that were once exclusively for women... also began to appear on Chinese men's tables. Make-up and maintenance have become their "everyday". Recently, foreign media commented that China's male beauty market is booming and its market value is close to 2 billion US Dollar. It is especially popular among luxury and high-end consumer goods. Chinese men are putting more energy into their faces and pursuing a perfect image.
Foreign media quoted the "Chinese Men's White Paper" data. In 2017 and 2018, the total sales of Chinese men's beauty products soared 59% and 54%, respectively, far exceeding the average performance of other countries. More and more men who love beauty, let the world's top fashion brands begin to compete to study the preferences of Chinese men and understand their definition of "charm".
“It reflects your personality as a person, how much you care about yourself, and attention to detail.” A 35-year-old Hong Kong lawyer who uses eye cream and facial essence every day says that “dressing up” is not just a way of life, it’s more It fits the popular masculinity of modern society. Anti-aging has become his skincare cheats and priorities. By 2022, foreign media expect Chinese men to spend $3 billion a year on beauty.
China has now become the largest male beauty market in Asia, ranking first in total product consumption. But compared to the beauty of Japanese and Korean men, Chinese men are still far behind. In 2017, the average Chinese man spends less than $3 on beauty, less than one-tenth of the average in Japan and South Korea.
Most Chinese men still have a large psychological burden on the issue of "love the United States." According to the gender of traditional culture, men pay attention to their appearance, it is easy to provoke doubts, and buying cosmetics for their wives sometimes attracts attention.
Perhaps for this reason, more than two-fifths of Chinese men prefer to shop low-key online, compared to more women who like to shop for beauty products in sophisticated stores. According to a group of Kearney Consulting data, the online male beauty market share in the total market increased from 15% in 2012 to 30% in 2017. Under the impetus of a strong market, how to push the "psychological barrier" of Chinese men's beauty has become a hot spot for many brands. The Chinese audience, who is very popular and well-known, is also invited to come to China for a male beauty brand platform. Foreign media analysis, most Chinese men have just begun to "get started", not as good as women's doorway to beauty products, still like to follow the trend to accept the "experts" recommended products. Beckham's stylish yet tough guy's image may be convincing to them.
