Men's popular and sophisticated models in 2024."China Cosmetics" magazine Su Yueyi
More men receive beauty gift boxesWith the advent of the Spring Festival, cosmetics gift boxes have become a popular choice for people to give each other. Among them, it has become a popular trend for men to receive exquisite beauty gifts in the new year. According to the latest "Men's Skin Care Industry Research Report" released by the e-commerce big data analysis platform "Alchemy Furnace", in 2023, the popularity and sales performance of men's cosmetics gift boxes on e-commerce sales platforms will continue to rise. Judging from the data of social platforms, gift-giving is still one of the main purchase scenarios for men's skin care products, especially on special festivals such as Valentine's Day and Qixi Festival, and the sales of men's skin care product set gift boxes have generally increased. "China Cosmetics" magazine interviewed the relevant person in charge of the Ximuyuan brand. The brand's men's skincare series has performed well in the past year, and its series of sets have been ranked first in the hot-selling, praised, and repurchase list of Tmall's "men's skincare sets" category for a long time, and have received wide attention from the industry. "The key to grasping the men's skincare market is to first have a deep understanding of men's skincare needs and focus on improving product strength. According to the relevant personnel of the Ximuyuan brand, the original intention of developing the men's product line stemmed from their consumer research that the proportion of male users in the laminar forame series products for oil-sensitive skin has reached a quarter. "More and more men have a rigid need for skincare, which is a strong motivation for us to develop new product lines. ”
Ximuyuan men's special Aurora Black Spruce Oil Control Refreshing Set is welcomed by the market.
Another reason why men's skincare sets are favored by consumers is that the "one-stop" skincare model is gradually becoming the preferred solution for men's daily skincare. One male consumer said: "My skincare products are all gifts from my wife, and she asks me to develop skincare habits, such as cleansing after shaving, toning and then skincare. This really made my whole body feel fresh and clean, and the oiliness was also alleviated. Gradually, I developed this skincare habit as well. ”
The "blue ocean" of men's beautyMen's beauty has always been a highly anticipated segment. Globally, the men's cosmetics market is expected to continue its steady growth over the next few years. According to Data Intello's market research report**, the global men's cosmetics market is expected to grow at a rate of 55% CAGR expansion. Among them, beauty and hairstyle cosmetics (including makeup, nails, hairstyles, etc.) will dominate, followed by care cosmetics. It is worth noting that the Asia-Pacific region, especially China, will be the fastest-growing region in this market. The growth rate of China's men's skincare market has far outpaced the global average. According to the Prospective Industry Research Institute**, by 2027, the size of China's men's skin care products market will reach 24 billion yuan, with an average annual compound growth rate of 1626%。With the improvement of Chinese men's spending power and the rise of the unique consumption consciousness of the "Generation Z" male group, more and more men are now paying attention to their appearance and image, and actively using various grooming methods to improve their appearance, including skin care, makeup, hair styling, shaving and medical beauty. According to the "2023 Consumer Trend Inventory" jointly released by Mojing Insight and Xinhuanet, more than 10% of men have shown strong interest in facial cream products on social care. When it comes to makeup, while women between the ages of 20 and 40 are the main audience for face makeup, nearly 30% of men discuss foundation-related topics on social media. Obviously, more and more men are starting to pay attention to their appearance. China Cosmetics magazine interviewed a number of brand stakeholders involved in men's product lines, and they all said that social ** is an important platform to attract male consumers. In addition to platforms such as Douyin and Xiaohongshu, Bilibili is one of the platforms that can best show the changes in the consumption power of male users. According to Huozhuoyun data, in March 2023, the men's beauty care products of Station B accounted for 17% of the best-selling products, accounting for 9 of the 20 most popular products, and the average monthly sales of men's beauty care products were more than 100 million yuan. "Platforms such as Bilibili are channels for us to attract male consumers, and they are also important windows for us to gain an in-depth understanding of the needs and feedback of male consumers. "Through these platforms, we have been able to gain insight into the unique skin problems of Chinese men, such as oiliness and dark circles caused by frequent late nights, as well as the demand for shampoo and hair care to prevent hair loss." Based on these insights, we have developed products that are suitable for male consumers, including washing and care lines, which are more targeted. ”
Portrait of a male beauty consumer:Active vs. PassiveFrom the perspective of consumer behavior, Chinese men's consumption of beauty products shows a polarized trend. On the one hand, there are some men who have an in-depth understanding and demand for beauty products, they pay attention to skin care and fragrance, and they are the pursuers of exquisite life. This group of men actively buys all kinds of products and actively receives and learns the latest beauty knowledge. According to the "Chinese Men's Facial Skincare" report released by Mintel, Chinese men's consumption awareness of facial skincare products has gradually increased, and the average number of uses has reached 23 types. Oil control has become the most talked about effect in men's skincare products, with 64% of men surveyed believing this to be crucial. In addition, 54% of men said they used facial skincare products to improve their quality of life, while 53% said they used it to boost their mood. A beauty blogger told China Cosmetics magazine that he recently held an offline beauty salon, inviting fans who follow him to give lectures on skincare knowledge and experience products. "Seven men in the 20-person salon, some of whom are university students and some are white-collar workers, focus on the efficacy of skincare products and the types of perfumes suitable for different occasions. At the same time, they are also very concerned about anti-wrinkle firming, and men don't want to age too quickly. ”
Nivea Men's new "Nano" series of new products, focusing on firming and oil control, on the other hand, there are still some men's beauty products that are used less frequently or almost non-existently. Most men still see cleansing and skincare as part of their delicate lives, and consider them optional in their daily lives. There are also men who 'make do' with their partner's women's products and don't feel the need to buy men's products specifically. By gifting a carefully selected set of beauty products, men can't refuse the offer and have the opportunity to experience the joy of skincare. This approach may be seen as a kind of 'Chinese-style beauty education', guiding men to gradually understand and accept the importance of skincare.