Japan's Kao says the younger generation is behind the boom in male makeup sales, with the firm aiming to make the category as ‘enjoyable as hair care and fashion’.
Awareness on the importance of skin care among men is likely to protect the male beauty category from the recent media crackdown China has mandated against those who do not fit into the masculine stereotype.
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Age appears to be a key differentiator for the use of cosmetics among Japanese men, with colour products finding favour with those in their 20s or below, while eye creams are looking strong for those in their 30s, according to a new survey.
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