Male Beauty Industry

Male cosmetics consumption has been on the rise in recent years with extremely strong growth in the area of skin and personal care products. With rising consciousness in attaining “The Look”, Chinese consumers, both men and women, are spending more on and “investing” in cosmetics so they can look and feel better. And for men, it’s really about using cosmetics to get ahead in their careers. An ongoing survey on cosmetics used by men, being conducted by China Polling, has revealed that almost 99% of male consumers regularly use cosmetics. While, to date, the number of respondents may still be relatively modest and a sample of just 138 regular users has been reported so far, the results are considered significant: facial cleanser, body & hair care and shaving care are the most frequently used products.

When deciding which products to buy, men are more likely to get advice from friends and family (28%). But what are the most important factors that affect their purchasing decisions? Survey results so far show that the quality of the product is very important. The features or functions of the item, the brand name and the ingredients used in the product are the top three factors that male consumers consider when making their cosmetics purchasing decisions. Perhaps surprisingly, given the attention they often receive, web ads, attractive packaging and print ads appear to be far less influential factors.The survey has also looked at the point of sale. Boutiques and department stores have been found to be the outlets most men go to when looking to buy cosmetics (58%). Supermarkets are the second most frequent suppliers (30%) followed by personal care stores (9%). As is noted above, the survey of cosmetics used by men is continuing. However, one thing seems to be clear from these early results: with the increasing need for male consumers to look and feel good, more and more manufacturers will enter this niche market targeting men. For cosmetics