Consumption of men’s skin care products has increased significantly, and young male consumers also love beauty.
The men’s cosmetics market has become an emerging blue ocean
This year’s May Day holiday, sales of men’s cosmetics-related products A substantial increase. According to Taobao special edition data, from May 1st to 3rd, among the favorite products purchased by county consumers, the purchase of men's makeup increased by 1692.6% year-on-year.
In the past, female consumers have always been the main purchasing power of makeup products. As men's requirements for appearance increase, the buying potential of male consumers is gradually released.
The data released by iiMedia Consulting on the “Consumption Situation of Chinese Male Cosmetics on "Double 11" in 2020" shows that the stock of imported cosmetics for men increased by 3000% year-on-year. Men's skin care products are rising significantly, reaching about 30%. The growth rate of "post-00" boys buying liquid foundation is twice that of girls, and the growth rate of buying eyeliner products is 4 times that of women.
From the perspective of product categories, Alibaba data shows that among cosmetic products, foundation, lipstick, eyeliner, and eyebrow pencil are the new favorites in the shopping cart of male consumers. Among the surveyed "post-95" male groups, 18.8% have used BB cream, 18.6% have used lipstick or lipstick, 18.6% have used eyeliner or liquid eyeliner, and 8.8% have used eyebrows product.
From the age distribution of consumers, young men love beauty more. According to data from Alibaba, one out of every three men who buy foundation is "post-95". Among the male consumers who buy makeup creams on Taobao platform, "post-95s" and "post-00s" account for nearly half.
In addition to make-up, some male consumers are also involved in medical beauty. IResearch previously released the "Research Report on China's New White-collar Consumer Behavior in 2020", which stated that the proportion of men in the medical and aesthetic population has reached as high as 30%. New oxygen data shows that men are more willing to spend money on "being beautiful", and the average customer unit price is 2.75 times that of women.
Beijing "post-90s" Xiao Liu is a frequent visitor to medical aesthetics institutions. In order to treat acne pits and acne marks, he has purchased a card for 6 treatments at the medical aesthetics institution for 8,000 yuan. Xiao Liu said that every time he went for treatment, he would meet a lot of male consumers. “At first, I felt a little embarrassed. Later, after we talked about it, we found that there are actually quite a lot of boys doing medical beauty. Many male friends listened to it. After saying that I was doing medical aesthetics, I also "learned from me" and expressed that I wanted to give it a try." According to the staff of the medical aesthetics organization, acne removal and treatment of acne marks and acne pits are the favorite items of male consumers.
Brow tattoos are also popular among young male consumers. Since the beginning of this year, more than 180,000 male consumers have purchased eyebrow tattoo services on Tmall. Among them, "post-85s" and "post-90s" account for half. The growth rate of "post-95s" and "post-00s" is higher than other age groups.
Alibaba said that the economy of male beauty is developing rapidly, and the market for cosmetics and skin care products related to male consumers is heating up, and it is becoming more refined, specialized and high-end. This is also a trend after rapid economic development and improved quality of life.
Relevant data show that the Chinese men’s cosmetics market has grown at an average annual rate of 7.7% in the past four years. Last year, the market size was about 16.7 billion yuan. Break through 20 billion yuan. China's male beauty economy is developing rapidly. With the increasing awareness of male makeup and skin care, the male cosmetics market is gradually becoming an emerging blue ocean.