Asia adoption of men’s-specific products keeps men’s grooming on the rise

While still a small segment in the whole beauty picture, good media coverage, wider adoption of male-specific products, and greater availability has kept the category in the spotlight, and in China, and Asia, there is potential for a further boost.

According to Mintel data 82% of men from urban areas in China think that using men’s toiletries makes them more sophisticated, whilst 64% agree that ‘high priced men’s toiletries products work better than less expensive ones.’

Although slightly affected by the slowing of real GDP growth in China, men’s grooming still saw the second strongest current value growth in beauty and personal care in 2012 thanks to large market demand.

China growth​

L’Oréal China, in particular, has seen double-digit growth in the region, mainly due to its on-going investment in marketing and product innovation, which has seen it take a majority value share in the men’s skin care market.

With more emphasis on men’s appearance, market analyst Euromonitor also believes the demand for high-quality men’s grooming products will increase dramatically in the coming years.

In particular, the researcher says sales will see faster growth in lower-tier cities and rural areas in China, as men’s grooming brands such as L’Oréal and Nivea have started to penetrate lower-tier markets.

To cater to the growing demand, companies focused on male skin care have launched an array of products that target problems ranging from anti-ageing and eliminating blemishes to skin brightening.

However, urban males are also seeking multi-functional offerings that target multiple problems such as dry and sensitive skin, hyperpigmentation and acne.

Japan and Korea opportunity​

Whilst regulation concerning animal testing means that many brands opt out of targeting China, Japan and South Korea are markets also more accustomed to using grooming products, and have become male skin care hotspots with a number of products launched in these countries.

“In Japan and South Korea men’s grooming offering includes large multi-step skin care regimen products and it is not rare to find men using a complete skin care range including cleanser, toner and BB cream,”​ comments Emmanuelle Moeglin, Global Fragrance and Personal Care Analyst at Mintel.