Editor Yang Jie
"Post-90s" Wuhan White Collar worked as a medical beauty for four years. Over the past few years, he has tried many projects, including anti-aging, oil control and scar removal, and spent more than 500,000 yuan on medical beauty. In order to treat facial acne marks that have plagued him for many years, he moved to Nanjing, Changsha, Wuhan and other places. In seven or eight medical beauty skin care groups with about 500 people, Lin Chu is recognized as the "great god of medical beauty" in the group, and young ladies often ask "Teacher Lin" before doing the project.
"Now look at our boys more and more year by year. Some people are influenced by the circle of friends, and some people come with their girlfriends. So, the two of them started a water replenishment project together. " Li Ke, a salesperson of a medical beauty institution in Beijing, told AI Finance and Economics that among the men who are willing to be medical beauty, there are not only online celebrities and celebrities, but also ordinary people. Gold microneedles, cleaning and hydrating, and hot Maggie have become their favorite projects in recent years.
Men also love "face"
It's already hot. Before going out, Lin Chu carefully applied a layer of sunscreen on his bare skin, even without letting go of his earlobe. He said that this is to prevent skin aging and damage caused by sunlight. His skin care products don't use ordinary cosmetics, they are all cosmeceuticals.
Lin Chu is an ordinary boy, but since high school, he has repeatedly developed acne on his face. Every time the red and swollen acne disappears, it becomes a concave acne mark. In the long run, the face will inevitably look pitted, "like the surface of the moon." One day four years ago, Lin Chu, who had reached the limit of patience, decided to go to the hospital to "cure" the problem.
He heard about a rare anti-acne "nuclear weapon"-IRA photodynamic IPL combined with bipolar radio frequency. It costs more than 8000 yuan to make a potion, and the price of 1ml is about 863 yuan. Lin Chuyi did it three times. According to the doctor's request, he won't see sunlight and lights for 7 days after each operation.
After operation, he went to Xiangya Hospital, Hunan Provincial People's Hospital, Shanghai Huashan Hospital, Wuhan First Hospital, tongji hospital, Union Medical College Hospital and other well-known hospitals. Finally, Lin Chu chose Nanjing Institute of Dermatology, which is famous for its surgery, to carry out grinding combined with dot matrix laser treatment. "This project is quite painful, which is equivalent to burning a piece of meat on your face and hitting it with a laser. When you do it, you will still cry even if you are anesthetized. " But for the sake of "face", Lin Chu gritted his teeth and carried it down.
In this way, Lin Chu completely entered the door of medical beauty.
Lin Chu said that after two or three years of medical beauty treatment, he tasted the effect, and the acne problem on his face was basically solved, and even the original skin oil and redness were reduced. Lin Chuxin shows that the habit of photon rejuvenation for many years has improved the compactness, fineness and luster of his skin as a whole. As a post-90s generation, she is nearly 30 years old, but indeed, there seems to be no wrinkles in Lin Chu's face and eyes.
Lin Chu has given himself a lot of medical beauty projects. He told Ai Caijing that he had tried everything, such as water needle, botulinum toxin, fruit acid rejuvenation and photon rejuvenation, and he still insisted on it as scheduled. Ge Maji was only completed last year, and Eurostar fotona4D (Laser Radio Frequency Medical Beauty Project) has been put on the agenda.
A beauty blogger once said that entry-level projects such as photon rejuvenation and water-light needle in the field of medical beauty need about 1000 yuan at a time, and may need to be done at least 3-5 times a year. A project like Jumaji, which is in full swing now, costs 30 thousand to 40 thousand at a time.
"The money I spent on my face in recent years is about 500,000-600,000." Lin Chu said, "Frankly speaking, I spend more than 4,000 yuan on medical beauty every month."
Lin Chu's life has also changed. He said that in addition to his appearance, an obvious change is that his relationship with women around him has also changed, "closer." People around him often ask him for advice, including which treatment scheme has the highest cost performance and the best treatment effect, how to insert treatment, postoperative training and nursing problems and so on.
In Wuhan Medical Beauty Center, female netizens affectionately call Lin Chu "Teacher Lin", and everyone will consult him online or offline before doing medical beauty projects. Lin Chu said that now his mother has begun to beg him to take herself to do medical beauty.
With the improvement of domestic consumption level, young men like Lin Chu who pay attention to external image are also growing. According to the data of the Institute of New Oxygen Data, since 2020, the proportion of male medical beauty consumers in medical beauty consumers has been 10.97%, showing an upward trend compared with 9.98% in 20 19. In just 20 19, the male consumers of the new oxygen platform increased by 52.3%. The data of Tmall Consumer Insight also shows that in 2020, the number of men who buy medical beauty-related products is twice that of 20 19.
Most men who go to do medical beauty are very young. According to the Research Report on Consumer Behavior of New White-collar Workers in China by iResearch, among medical and aesthetic professionals, 22.4% are men aged 19-22, while only 2.9% are women of the same age. "After 00" men are becoming the main force of medical beauty. Many men who have socialized with AI Finance and expressed medical beauty experience are also young people under the age of 30.
Chen Guo is also a post-90s generation, engaged in programming. However, compared with programmers born in 1970s and 1980s who only wear plaid shirts, Chen Guo is obviously a "people-oriented" person. After washing his face every day, he will do hydration and skin care; I also apply a mask occasionally. In order to make the whole person look more "energetic", Chen Guo got a tattoo on his eyebrows, and he is often praised as "good-looking" in his life.
But Chen Guo has always had a hard time-he only has a single eyelid. His sister has a pair of beautiful big eyes and double eyelids. Compared with her, he thinks that the single eyelid is a flaw in his five senses. At the same time, he also felt that his "masseter muscle was too obvious."
In 2020, Chen Guo decided to further promote his medical beauty experience. I went to a well-known plastic surgery hospital in Beijing, and made a Korean three-point double eyelid surgery. "I thought about it before I did it. I want to do it as naturally as possible. The doctor who did it for me also said that when girls do it, they mostly hope that others can't see what they are doing; Boys have different psychology. They are' afraid' of others. "
At the same time, Chen Guo also had a face-lifting needle. "The doctor touched my chin and said I was suitable for a face-lifting needle. This operation is particularly simple, just like going to get a vaccine, I did it. "
Korean double eyelids cost 9000, and a face-lifting needle costs 6000. For Chen Guo's income, this is not a great economic burden. "I was particularly worried about the comments of relatives and friends before I went, so I didn't tell my family. After I finished, my family and colleagues were surprised, especially my mother. She said I was already beautiful, why should I do this? But in the end, she was defeated by' vision' and felt that the effect was very good. " Chen Guo said, "Now my face will still have a little bone feeling, but it is about 30% better than before. In general, I think it is cost-effective to make double eyelids, and I will consider playing face-lifting needles again. "
Chen Guo was very happy. He said that in the past, you had to choose an angle to take pictures, but now "it is pleasing to the eye from any angle." What makes him most happy is the appreciation of the people around him and his sense of accomplishment in social life. "I still have some needs for wrinkle removal and acne marks, and I will consider solving them through medical beauty in the future."
Chen Guo already has a girlfriend. However, he did not forget to often warn his girlfriend that beauty salons and skin care institutions on the roadside "all collect IQ tax, so it is better to go to a well-qualified medical institution for injections."
"New Oxygen 20 19 White Paper on Medical Beauty Industry" shows that the post-60 s and post-70 s are more keen on hair transplant and wrinkle removal, and the post-90 s are more inclined to double eyelid, eye-opening and nose comprehensive plastic surgery. After 00, they can go further and accept bone contour plastic surgery. The younger men are, the more they dare to try "major surgery".
Yan value economy, "male color" era
Young men flock to the medical beauty market, which is an era of paying attention to the "face value" economy.
With the improvement of economic level and income, after meeting basic material needs, more and more people are eager to meet aesthetic needs and invest in themselves. The Research Report on the Consumption Behavior of New White-collar Workers in China shows that the consumption trend of new white-collar workers includes a kind of "abnormal consumption", such as luxury consumption, skin care and beauty, fitness, etc. From the consumption amount, the average monthly consumption of male medical beauty is11yuan, which is basically the same as that of female medical beauty 1 197 yuan.
The era of "Yan value" is coming. No man wants to associate adjectives like "greasy" and "rustic" with the opposite sex. At that time, Li Jiaqi's popularity caused a discussion about "masculinity". Many people realize that men can also wear lipstick and make up their beauty, which is welcomed by the public.
Some consumers told AI Finance that film and television dramas and idol variety shows also played a role in fueling the situation. In recent years, talent shows and male idols have emerged one after another. From "salt style" and "abstinence style" to "little wolf dog", women's aesthetics of men are becoming more and more changeable, which also gives birth to men's desire to follow popular aesthetics.
With the love idol drama and costume idol drama becoming the mainstream in film and television dramas, and the makeover drama featuring men's "revolutionary friendship" becoming popular, men are also facing the status quo of being gradually targeted and selected by women. For young men with strong social needs, social atmosphere and public opinion atmosphere also affect their aesthetic consciousness.
Most medical beauty institutions have already felt this wave of male medical beauty. A number of medical staff told Ai Caijing that the number of men coming to the United States for medical treatment has increased almost year by year, and this year is more than in previous years.
Liu Di, founder and CEO of More Beautiful APP, once said on 20 17, "The entire male medical beauty market has a lot of room for profit in the future, and the more beautiful APP is waiting for the outbreak of the male market." He further pointed out that the number of male hair loss and wrinkle removal in China is increasing rapidly, and most of these new male users are people with better career development and a certain status, so most of them are high-net-worth users, and the customer unit price is very high.
Men have not only joined the ranks of consumers of medical beauty, but also been promoted as opinion leaders in the field of medical beauty. The topic related to medical beauty is no longer the world of girls, and more and more men are flashing.
In fact, men who do not shy away from plastic surgery-related topics are often more able to create a "out of the circle" effect quickly. In many people's usual cognition, men are usually associated with rational consumption, and it is easier to build trust.
Lin Chu soon became the "great god" of meiquan, a local doctor. He said that his learning channels of plastic surgery knowledge include China Knowledge Network, Wan Fang Data, Baidu Academic, American Association of Surgeons and Dermatologists and other information databases, as well as professional medical beauty conferences and exchanges with doctors in public hospitals. He doesn't get information from social media such as Weibo and Tik Tok himself, because he thinks the above knowledge is not rich and objective enough. In the medical beauty group to which he belongs, he always tries his best to communicate the treatment plan with any woman who raises skin troubles.
Beauty bloggers in Weibo are popular for similar reasons. For all kinds of skin problems, he often quotes the expressions in the papers to answer them, and introduces the ingredients and collocation methods of skin care products in detail. This often makes people feel more rational. Today, his fans in Weibo have reached 6.5438+0.45 million, making him one of the highly sought-after "skin care experts" on social platforms.
"Our hospital will also cooperate with some KOLs to organize medical beauty live broadcasts on a regular basis. They have a humorous way of speaking, high fan loyalty and good drainage effect. " Li Ke said that the number of male KOLs for head beauty and skin care is limited, and everyone is scrambling to cooperate. "They still look down on institutions that are too small."
Male bloggers who care for medical beauty and skin care are usually lively and straightforward, and are outspoken about their hobbies, interests and even private lives. Hu Bingo, a beauty blogger with 2.85 million fans, generously shared his emotional experience, lovelorn feelings and the history of "stepping on the pit" of plastic surgery. The blogger "Paste Benben" once told his story in Weibo-he felt inferior because of his low face value, and regained his confidence by adjusting his beauty and skin care in adulthood.
"Boys talk about skin care and medical beauty, which is very contrasting and interesting. They live according to their own ideas and don't care about outside opinions. I also want to be such a person. " Liu Yang, a college student, told AI Finance & Economics, "I think boys who know medical beauty and skin care are more open and inclusive. They have the same topic as girls. The two sides can communicate happily, without prejudice, and will not stick to old ideas. Everyone loves and pursues beauty, which is also a manifestation of equality between men and women. "
Male medical beauty is still in its infancy.
The medical beauty market in China started late, but developed rapidly. The Insight Report of China Medical Beauty Market Trend shows that the medical beauty market in China was only 64.8 billion yuan in 20 15 years, but it reached 20176.9 billion yuan, with a compound annual growth rate of 28.7%, exceeding the global data of 8.42%. It is estimated that the compound annual growth rate of China's medical and beauty market will drop to 15.2% from 2020 to 2023, but it is still higher than the estimated global growth rate of 7%.
However, at present, the attention of medical and aesthetic institutions to male consumers is still limited. Ai Caijing found that most of the private institutions and public hospitals of medical beauty have not launched special marketing activities for male consumers, or doctors specializing in male projects.
In the medical and aesthetic male group, there are still a few men who throw hundreds of thousands in the face and even dare to "move the knife". Most men do medical beauty less often and have a single project. They are mainly guided by functional requirements, and still regard medical beauty as a passive means to solve problems rather than a long-term maintenance means.
Lin Chu said that men and women have different starting points. "Boys generally focus on improving treatment and maintenance, such as treating acne pits and acne. Generally, their starting point is to treat the skin as a problem, rather than to maintain, rejuvenate the face and manage the skin. I have been to hospitals of all sizes since I was a medical doctor for four years. Men are really rare. Most of them are used to treat acne, and there are also hair removal and wrinkle removal, but that is still rare. "
Among the male consumers who contacted AI Finance and Economics, some people gave up halfway because of the high price and the pain of treatment. Some people stop trying other projects after the face problem is solved, and the repurchase rate and retention rate are low.
The exploration of male medical beauty market is still in its infancy. The data shows that the penetration rate of China's medical beauty market is 2%, which is far lower than that of South Korea and the United States 10%. At the same time, the proportion of male medical beauty consumption in China is only 10.97%, 40% in South Korea and about 50% in the United States.
A person engaged in medical beauty industry pointed out that the key work in the industry at present should be to carry out male beauty education and reverse the utilitarian concept of medical beauty. "Some men have realized the importance of facial beauty and are constantly trying various medical beauty projects. The most important task at this stage is to strengthen the education of consumers and let them learn the systematic beauty knowledge and skin care process. "
This person believes that medical beauty institutions and doctors should make men realize that medical beauty is a way of self-improvement, rather than simply treating skin problems and activating new consumers as low as possible. "In the market, we can focus on promoting and packaging some projects aimed at the pain points of men's consumption, so that they can quickly choose products that suit them in a variety of projects and lower the threshold of medical beauty consumption."
(At the request of the interviewee, Li Ke, Chen Guo, Lin Chu and Liu Yang are all pseudonyms. )