in Chinese cosmetics on the market for a long time men is a neglected role. In the dictionary of traditional Chinese men, men seem to be only with "Hummer", "cowboy" are similar, and "perfume, cosmetics" is irrelevant. After entering the 21st century, the overlooked role go to cosmetics under the spotlight of the stage, become a real actor, put on a century drama.
which shining debut of both-end department store of shine superstar, as biouquan, and Lancome, and Clinique, and Shiseido, and Clarins, and weizi, and Dior, also has modern supermarket of vitality kid, as Paris l ' Oréal, and Olay, and Canil, and Gillette, and Nivea, and manxiuleidun, and adidas, and green soft, more has cannot hold back of local brothers, as Gough, and male doctrine, and DIWA, and au Lac blue, and laticrete, and Gao 晳, and NBA, and Eve.
in less than 5 years emerged so many men's cosmetics brand or series, seemingly keen to capture brand is on many commercial opportunities, turned out to be male, as most important cosmetics market segment has been formed. Facts have proved that in the past 5 years, male driven cosmetic industry and the market has become a mature brand the strong engine of growth, more and more new evidence is shown:
"his time" has come.
era he: reconstruction of the aesthetic standards of Chinese men
"his time" core comes from the arrival of the new century reconstruction of the aesthetic standards of Chinese men.
entering the new century, especially in recent years, from "come good man" and "happy boy" as the representative of the male of xuanxiu program rise to "fashion" "FHM" "GQ," birth of a large number of men's fashion magazine, we will find more and more men are concerned about their own "face" and image. This male aesthetic reasons for change, one guess is that, marriageable women reduce of one-child policy in China, has now led to competition between males upgrades, so that they pay more attention to his appearance. Another possibility is that, from the times of food and clothing among male physical competition, clean and elegant is the success of the new age male and most signs of personal charm.
research display, in China city most male are realized that "a Zhang clean of face" in modern work in the of importance: 60% of male think "instrument neatly of male in work in the more easy get leadership of appreciation"; 75% of was adjusting who think "with skin care feeling quite good, life pressure large, skin keep refreshing clean can relieve emotional"; 71% of was adjusting who think "interpersonal exchanges in the, first impression special important"; and 42% of was adjusting who think "every day are should note skin care", 58% of was adjusting who is think "usually does not need too care skin care, but key moments need good take care of about".
in fact, as the mainland first index as summary of the survey of the year: men's increasing emphasis on beauty and skin care products, many fashion men believe that a good, natural colour can increase confidence. Most men think, attract the attention of women can bring to their self-confidence; more displayed inner beauty, men, the more positive attitude on life. In China many young high income men realized that male to success does not depend on their ability to work, proper, full of young in appearance to let myself get more praise and success, more and more attention to Chinese men on appearance, seen as a key to social and professional success factors, so they are starting to use cosmetics to the individual image.
after entering the new century society raised enormous changes to male aesthetic male cosmetic market was a huge growth in China. 2009 growth of male skin care products market in China, and 2010 is growing at a rate of 40%, to women skin care market growth of about 5 times that by 2010 only men's skincare market capacity will be close to $ 4 billion, if men nursing products, men washing goods such as perfume, male make-up male cosmetic market as a whole will reach 8 billion. Male market has become one of the biggest surprises of China cosmetic market.
the Chinese men were to give up traditional concepts of masculine spirit, becoming one of the world's most active skin care consumer groups. Formation of the male market and rapid growth for many cosmetics companies have become critical to market growth strategy in the power. L ' Oréal male-oriented product just launched 3 years ago, but now he is taking the l ' Oréal Paris brand of China 23%, 2010 l ' Oréal Group's sales of men's skin care products as a whole is expected to exceed 1 billion. As Procter corporate goals defined for the biggest and the best beauty care company hopes that by 2015 100 million new consumers, but they know that if Procter and cannot win the male customers, could not achieve the goal.
men's cosmetics market in China from the perspective of market capacity or growth potential, as the feminine care products market ten years ago, there is unlimited business opportunities. For many cosmetics companies have no need to consider whether you need to enter the male cosmetic market, and only exists to consider how insight into the changes of aesthetic standards of good men really do male cosmetic market!
