Great changes have taken place in men's attitudes towards make-up, and the growth rate of China's men's beauty market has surpassed that of the world.
As early as 20 15, a survey in Weibo showed that 3 1% users "strongly opposed" men's use of cosmetics, and 29% respondents "strongly supported". But only three years later, the proportion of "strong support" reached 60%, while the proportion of "strong opposition" was less than 10%. In the consciousness of the previous generation, men's love of beauty was equal to "feminization";
However, with the changes of the times and the invasion of "Korean Wave", girls' aesthetics began to change. "Tolerance of others" is not only the specialty of girls, but also the behavior of men has gradually changed in the environment of "face value economy".
Nowadays, more and more men have joined the team of "exquisite boys". With men starting to use sunscreen and even lipstick, the male beauty market in China is exploding, and beauty brands are redefining traditional industry strategies such as brand creativity, product innovation and experience design.
In recent years, "Yan value economy" broke out, and many popular online expressions like "Yan value is justice" flooded our lives. Therefore, love of beauty and exquisiteness is no longer a girl's privilege, air.
Paris believes that men will begin to participate in the "appearance economy", and they will go beyond skin care products and accept the concept of cosmetic beautification.
According to Euromonitor's data, the growth rate of China's male beauty market in 20 19 is twice the global average growth rate (13.5% vs.
5.8%), the male beauty market in China increased to 65.438+0.589 billion yuan in 2065.438+09, and reached about 65.438+0.7 billion yuan in 2020. Chris, head of Air Paris China.
Krakovski believes that male beauty will become one of the most exciting growth areas in the next few years.
According to the data released by Cainiao.com, Alibaba's big data logistics platform, during the "Double Eleven" in 2020, the stock of male imported cosmetics increased by over 3,000% year-on-year. According to the analysis of consulting firm DaxueConsulting, the annual growth rate of male beauty products on Tmall reaches 89%.
Acne muscle is the biggest problem in male beauty. At present, men's makeup pursues "no makeup"
Now many men's awareness of improving their self-image has awakened, and more and more men have embarked on the road of exquisite boys. Massive arithmetic data show that the growth rate of male users watching skin care-related content in 2020Q3 is significantly higher than that of female users, and the awareness of male users to accept and pay attention to skin care-related content is increasing.
At the same time, men's skin care-related content accounts for nearly 60% of the men's beauty content market and has become the main force in the men's beauty market. It can be seen that how to protect skin has become an indispensable compulsory course for "exquisite boys" on the exquisite road.
At present, the most popular cosmetics for men on the market are mainly liquid foundation, eyebrow pencil and colorless lipstick, which just shows that men's demand for cosmetics at present lies in modification and concealer, and the most important thing is "no makeup". according to
Chanel official said that "no makeup" men's cosmetics is a product line that breaks the rules and rewrites the rules.
A brand spokesman said: Men are free to use cosmetics to improve their appearance, instead of questioning their masculinity. Through these products, men can feel confident and firm, and have confidence in themselves and their appearance. The modern male cosmetics industry seems to revolve around the core concepts of self-improvement and self-liberation.
When beauty cosmetics break through gender restrictions, men's pursuit of beauty is no longer suppressed. From delicate skin care to makeup modification, male beauty lovers are getting rid of the stereotype of "mother" and facing life with a refreshing and decent appearance and a more positive attitude. For the beauty industry, under the general trend of increasing residents' income level and consumption upgrading, the improvement of men's self-image consciousness makes the space for men's "face value market" market to be developed still expand. Although there are still problems such as the shortage of male beauty brands and special line products, the development potential of future market segments is still strong.
For more data, please refer to the Forecast and Analysis Report on Production and Marketing Demand and Investment of China Skin Care Industry issued by Prospective Industry Research Institute.