Men's skincare range rise as brands target male audience

Li Fei
Men want their own range of products, and skincare brands are more than happy to oblige.
Li Fei
Men's skincare range rise as brands target male audience
Ti Gong

Men receive facial care at a facial care salon.

Ten years ago, men who used skincare products would have to use those purchased by their wives or girlfriends. But in recent years, that has changed.

According to L’Oreal, men are more interested in using products specifically designed for them and are no longer satisfied with sharing products with family members.

Men want their own range of products, and skincare brands are more than happy to oblige.

Shiseido Professional, a top Japanese multinational personal care company, recently released its new “grooming” service of male-only facial care in Shanghai.

A whole range of salon care for men, including shaving, scalp care and facial care, will be provided at more than half of their salons in Shanghai.

This exclusive salon facial care opens a whole new chapter in male-only skincare.

“Compared to women, men don’t like a complicated skincare routine, so we launched this new comprehensive grooming program to use both for home and at a salon, you can complete your haircut, scalp care, shaving and facial care in one place in a short time. It was welcomed by many male customers,” said Tang Yun, Education consultant at Shiseido Professional.

“Our study shows that male customers in Shanghai, Beijing, Nanjing and Hangzhou, are more likely to pay for a facial care customized for men in salon.”

It turns out that the skincare market for men in China has enjoyed a 50 percent rise in two consecutive years from 2016 to 2018, according to Alibaba’s Tmall platform.

Last year, male-only skincare brands recorded a 56 percent increase in sales year-on-year, while skincare companies expanded their product lineups to stoke the desires of increasingly face-conscious men, with cleansers, lotions, BB creams and masks. According to a 2015 report by market research company Nielsen, millennials consciously choose brands that are environmentally friendly and socially sustainable, with 73 percent willing to pay more for sustainable goods, especially for the male customers.

Skincare brands are wooing more male customers with eco-friendly products.

Kiehl’s, an American cosmetics brand, released a new limited packaging for public benefit of the Rare Earth Deep Pore Cleansing Masque last month, and it’s the 10th year of its campaign in China.

To attract the attention of male millennial consumers, Kiehl’s invited a 1997-born Chinese actor Liu Haoran to design the new limited packaging for 2019.

Part of the net profit from the sale of the limited edition product will be donated to the Shanshui conservation Center, a Chinese NGO with fields programs in southwest and western China.

Men's skincare range rise as brands target male audience
Ti Gong

Bottles of Kiehl’s limited Rare Earth Deep Pore Cleansing Masque.

Special Reports
Top