Prospect and development trend of beauty industry

In the era of Yan value, the love of beauty is no longer a unique trait of women. Nowadays, more and more men have joined the team of "exquisite boys". Like the majority of women who love beauty, they pay attention to the collocation of daily clothes and the maintenance of skin, and love beauty is becoming more and more common among men.

Men's attitude towards makeup has changed a lot. What made men participate in the "appearance economy"?

As early as 20 15, a survey in Weibo showed that 3 1% users "strongly opposed" men's use of cosmetics, and 29% respondents "strongly supported". But only three years later, the proportion of "strong support" reached 60%, while the proportion of "strong opposition" was less than 10%. In the consciousness of the previous generation, men's love of beauty was equal to "feminization";

However, with the changes of the times and the invasion of "Korean Wave", girls' aesthetics began to change. "Tolerance of others" is not only the specialty of girls, but also the behavior of men has gradually changed in the environment of "face value economy".

Nowadays, more and more men have joined the team of "exquisite boys". With men starting to use sunscreen and even lipstick, the male beauty market in China is exploding, and beauty brands are redefining traditional industry strategies such as brand creativity, product innovation and experience design. near

In recent years, "Yan value economy" broke out, and many popular online expressions like "Yan value is justice" flooded our lives. Therefore, love of beauty and exquisiteness is no longer a girl's privilege, air.

Paris believes that men will begin to participate in the "appearance economy", and they will go beyond skin care products and accept the concept of cosmetic beautification.

China's male beauty market is growing faster than the whole world, and "skin care" is the hot spot of male beauty.

Men in China are entering the beauty market step by step, because this market is dominated by women from the beginning, and almost all businesses are monopolized by women. Men in China will experience "difficulties" that women will never encounter when they become "exquisite", especially in the eyes of the traditional public.

Air Paris believes that the change of men from basic skin care products to advanced skin care products is an important turning point, especially when skin care products are no longer a necessity but become a lifestyle pursuit. air

Paris divides male beauty into five different stages:

According to Euromonitor data, the growth rate of China's men's beauty market in the past four years (20 16-20 19) is twice the global average growth rate (13.5% vs 5.8%).

Chris Krakowski, director of Paris China, believes that male beauty will be one of the most exciting growth areas in the next few years.

With the awareness of improving men's self-image, more and more boys have embarked on the road of exquisite boys. Massive arithmetic data show that the growth rate of male users watching skin care-related content in 2020Q3 is significantly higher than that of female users, and the awareness of male users to accept and pay attention to skin care-related content is increasing.

At the same time, men's skin care-related content accounts for nearly 60% of the men's beauty content market and has become the main force in the men's beauty market. It can be seen that how to protect skin has become an indispensable compulsory course for "exquisite boys" on the exquisite road.

For more data, please refer to the Forecast and Analysis Report on Production and Marketing Demand and Investment of China Skin Care Industry issued by Prospective Industry Research Institute.