73 percent of Chinese males in first-tier cities pay attention to their physical appearance<\/em><\/strong><\/p>\n\n\n\n Chinese men, especially those living in first-tier cities, are living under constant pressure generated by the impact their self-image might have on their work and social life. A survey from the consulting agency Kantar revealed that, in 2016, around 73 percent of Chinese men in first-tier cities admitted that appearance matters a lot, both at work and in their personal relationships. <\/strong><\/p>\n\n\n\n The internet has traced the footprints left by men users when filling the knowledge gap about personal care. According to 360\u2019s big data, a well-known Chinese internet services provider, between 2014 and 2016 the average annual growth rate of searches about male cosmetics is 40.2 percent.<\/strong> Far exceeding the overall cosmetics searches growth rate during at the same period, which is only 3.5 percent. A survey about Chinese men\u2019s consumption habits revealed that 88 percent<\/strong> of respondents constantly search online for information and tips about beauty and fashion, as reported by the Chinese local newspaper \u201cThe Paper\u201d.<\/p>\n\n\n\n Men’s greater awareness about the importance of their personal image is reflected by the growing time they daily spend applying skin care products. According to Nelson\u2019s research, it’s on average 24 minutes in first-tier cities<\/strong>: only 5 minutes less than women. This research further disclosed that among Chinese men with a positive attitude toward makeup, 43 percent<\/strong> are willing to use it if needed, while 22 percent<\/strong> admit that basic makeup (foundation and brow) have become their daily routine. Growing up in this social background, generation Z seems more open towards cosmetics. According to QQ’s big data findings, 40 percent<\/strong> of men born after 1995 will not feel surprised by seeing a man with makeup on.<\/p>\n\n\n\n China male cosmetics (skin care & makeup) since 2014 has replaced Korea as the world\u2019s largest market. <\/em><\/strong><\/p>\n\n\n\n The male cosmetics market in China, albeit already the largest, is still growing at a remarkable annual rate, if compared to others. With the wider use of men\u2019s cosmetics, several distinct trends emerged. Among men of all age groups, skin care products seem to be the most popular category. However, younger men also tend to use makeup for an immediate appearance embellishment, and a large amount of them do it on a daily basis. In the meantime, the gap in personal expenditure on cosmetics among Chinese men and women keeps narrowing year over year.<\/p>\n\n\n\n Likewise the Chinese general cosmetics market, the booming Chinese male beauty market is gradually eating market shares of the global male cosmetics market’s pie. Sales of male grooming products in China, including toiletries and fragrances, grew stably at an average annual rate of 7.9 percent between 2013 and 2016, from \u00a523bn to \u00a531bn. <\/strong>In 2017 it reached \u00a534bn, gaining importance against the traditionally more dominant female market, and representing around 9.6 percent of the total cosmetics market. The growth rate is predicted to rise further, up to 13.5 percent in 2019, according to market research firm Euromonitor, way above the global average of 5.1 percent.<\/p>\n\n\n The first step Chinese men make towards cosmetics is usually about skin care products since they\u2019re easier to use and don\u2019t need much specific knowledge to be applied correctly. Although it seems a natural fact, it has created and important trend: more and more Chinese men started taking skin care seriously, and are becoming experts. <\/p>\n\n\n\n Baidu announced that 86 percent<\/strong> of men\u2019s search records about cosmetics refer to skin care, in particular about products, functions and brand information. Chinese men\u2019s rising demand for skin care products increased their share in the male cosmetics market up to nearly 36 percent of the total, reaching \u00a512bn in 2017.<\/p>\n\n\n Most of the margin was generated online<\/strong>, due to a younger customer base (men aged between 18 and 26) and its purchasing habits (such as online shopping). Alibaba, for example, detected a massive increase in male skin products purchases on its platforms. The turnover generated by these products had a surprising growth rate of 24 percent in 2016<\/strong>, 1.5 times over the general cosmetics, and it kept growing at this rate also in 2017. In the Chinese general skin care market, the growth is 11 percent in the same period.<\/p>\n\n\n\n Chinese men are particularly generous with themselves when it comes to skin care as they seem to really value the effect high-end products and brands could bring to them. According to iResearch, the expense gap of cosmetics between Chinese men and women reduced from \u00a526.6 to \u00a513.7 per capita between 2015 and 2017<\/strong> (Data also confirmed by JD.com and NanDu Media).<\/p>\n\n\n As mentioned before, Generation Z is the most attracted by personal grooming and makeup. Their consumption schemes and preferences are basically guiding the male beauty industry\u2019s future development. According to CBNData and Tmall Beauty, generation Z has already taken over Millennials as the key consumption contributor in the cosmetics market, generating an impressive 3-digits sales growth rate for three years in a row.<\/p>\n\n\n\n Generation Z\u2019s high standards towards beauty and self-image care have led to an explosion in male makeup products sales. In 2017, generation Z\u2019s makeup purchases represented 42.9 percent of male beauty sales,<\/strong> up from 16.7 percent in 2016. Among the most popular products, BB cream, eyeliner, lipstick\/lip balms, and brow pencil taking up 18.8%, 18.6%, 18.6%, and 8.8% of the market respectively.<\/p>\n\n\n\n <\/p>\n","protected":false},"excerpt":{"rendered":" We\u2019re living a time full of interesting and unconventional new trends. In China, one of…<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,20],"tags":[50,75],"_links":{"self":[{"href":"https:\/\/trilogi.com\/en\/blog\/wp-json\/wp\/v2\/posts\/1475"}],"collection":[{"href":"https:\/\/trilogi.com\/en\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/trilogi.com\/en\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/trilogi.com\/en\/blog\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/trilogi.com\/en\/blog\/wp-json\/wp\/v2\/comments?post=1475"}],"version-history":[{"count":2,"href":"https:\/\/trilogi.com\/en\/blog\/wp-json\/wp\/v2\/posts\/1475\/revisions"}],"predecessor-version":[{"id":1668,"href":"https:\/\/trilogi.com\/en\/blog\/wp-json\/wp\/v2\/posts\/1475\/revisions\/1668"}],"wp:attachment":[{"href":"https:\/\/trilogi.com\/en\/blog\/wp-json\/wp\/v2\/media?parent=1475"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/trilogi.com\/en\/blog\/wp-json\/wp\/v2\/categories?post=1475"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/trilogi.com\/en\/blog\/wp-json\/wp\/v2\/tags?post=1475"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}The Booming Male Cosmetics Market in China<\/strong><\/h2>\n\n\n\n
Male cosmetics are conquering the market<\/strong><\/h3>\n\n\n\n
![\"\"](\"https:\/\/trilogi.com\/en\/blog\/wp-content\/uploads\/sites\/2\/2021\/02\/WechatIMG195.png\")
<\/figure><\/div>\n\n\nSkin care products: the gateway to male cosmetics<\/strong><\/h3>\n\n\n\n
![\"\"](\"https:\/\/trilogi.com\/en\/blog\/wp-content\/uploads\/sites\/2\/2021\/02\/WechatIMG196.png\")
<\/figure><\/div>\n\n\nThe narrowing gap between men’s and women’s expenditure on beauty<\/strong><\/h2>\n\n\n\n
![\"\"](\"https:\/\/trilogi.com\/en\/blog\/wp-content\/uploads\/sites\/2\/2021\/02\/WechatIMG197.png\")
<\/figure><\/div>\n\n\nGeneration Z: makeup enthusiasts<\/strong><\/h3>\n\n\n\n
Key Takeaways<\/strong><\/h2>\n\n\n\n
\n