Oil control, whitening, blackhead removal... These were once considered to be women's exclusive skin care keywords, but now they are gradually becoming popular in men's topic circles. As the openness and tolerance of society continue to increase, people's consumption concepts are also changing. The consumption of "face" projects such as beauty and beauty is no longer exclusive to female friends. More and more men are also joining the "army" of skin care. Skin care for all has become a hot topic at the moment.
Men's "face" project
"There are no ugly women in the world, only lazy women." This saying is also applicable to men now. When we search for skin care reviews and makeup tutorials on major social media, we will find many male bloggers in the field of beauty and makeup. They not only understand women, but also understand men. Men's topics such as "How can you take care of yourself in a limited time?" and "From skin care to dressing, teach you to become a sophisticated working man in three steps" are becoming new hot spots in the field of beauty. The "2021 Hupu Male Consumption Insight Report" shows that more and more Hupu users have begun to pay attention to men's skin care. The joke that "Ten years of hard study is not as good as Ding Zhen's pictures" has triggered men's thinking about "appearance anxiety". Although more than 60% of Hupu users think they are more handsome than Ding Zhen, nearly 80% of users still hope to use certain skin care methods to maintain their appearance.
Everyone has a love for beauty, and it has existed since ancient times. A team of Chinese scientists once discovered ancient whitening cosmetics in a tomb of a male noble at a Spring and Autumn Period site in Shaanxi. This is not only the earliest male cosmetics in China, but also the earliest known beauty facial cream in China. When various "greasy" images in movies and TV dramas increasingly become the target of criticism, the majority of male friends are also concerned about their appearance. Whether it is to increase personal charm, gain more favor from the opposite sex, or to prevent the "face" project from becoming a "hindrance" in the workplace, it must be admitted that the aesthetic concepts of modern men are constantly being updated and iterated. From wiping your face with a towel before going out, to a full set of skin care with facial cleanser, lotion, and moisturizer, the time men spend in front of the "vanity mirror" is increasing.
The rising "male appearance economy"
From focusing on appearance to driving consumption, men in this generation are indeed becoming more and more "curly". According to the live consumption data of an e-commerce platform, during the 2021 Taobao Live Fan Festival, male users increased by 452.5% year-on-year, which was higher than the growth rate of the total number of people (32.2%) and women (24.4%). Once a hundred thousand Li Jiaqi could not convince a straight man, but the pursuit of beauty easily broke the bottom line of straight men. According to the "2022-2027 China Skin Care Products Industry Production, Sales Demand and Investment Forecast Analysis Report" released by the Qianzhan Industry Research Institute, the scale of China's men's skin care products market will exceed 10 billion for the first time in 2022. Among them, men's hand cream, men's anti-acne and oil-control facial cleanser, men's eau de toilette, men's manicure styles and men's mud mask have become popular items. The data also predicts a compound growth rate of 16.26% in the next five years, which means that men’s skin care is expected to achieve doubled growth in 2026.
The young people of the Internet generation who have grown up under the influence of increasingly diversified consumption concepts and overwhelming marketing advertisements are the first to feel anxiety about appearance. A report from the Toubao Research Institute shows that more than 60% of the post-95s generation started using skin care products before the age of 18, and 40% of the post-90s generation used skin care products for the first time before they reached adulthood. This year's latest release of "New Product Opportunities Driven by Mental Changes in the Z Era" shows that the compound growth rate of men's skin care products in the past four years has reached 18.9%, much higher than the 11.2% of the entire category. In addition, according to the "2021 Men's Grooming and Skin Care Market Insights", the frequency of male consumers buying facial skin care products and makeup products is an average of 1.5 times a month and 1 time a month respectively. What's more, some are no longer satisfied with the efficacy of skin care and beauty. The "China Medical Beauty Industry 2022 Annual Insight Report" shows that men accounted for 26% of medical beauty users born after 1995 in 2020, and this proportion increased to 32% in 2021. Men are no less enthusiastic in the field of medical beauty than the female group.
Now that the “her economy” market is becoming saturated, the “other economy” track may be a new blue ocean.New men's beauty brands such as Liran, MANUP, Dear Boyfriend, Blue Series, and Tabula Rasa have already sensed opportunities in the new trend. L'Oreal , Estee Lauder , Mentholatum , Kiehl's and other established beauty giants are also stepping up to enter the market. The brand manager of a beauty brand management group once predicted, "The current market capacity of men's cosmetics is small, but I think this market is still in the stage of incubation and cultivation, and there must be certain opportunities."
The rise of the "male beauty economy" is just around the corner, but the male group's stereotype of bundling skin care and makeup with women still exists. To truly realize universal skin care, aesthetic concept education still has a long way to go. Whether it is the popularization of beauty science in social media or the strong promotion of advertising and marketing, the correct understanding of skin care and beauty among men is undoubtedly the key to opening the door to consumption transformation.
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#December Financial New Power#
