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’.
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.
An increasingly sophisticated knowledge of skin care is driving male consumers to seek out high-performing solution-driven male beauty products, says an industry insider specialising in the category.