Moisturizer or anti-aging cream, more and more men in China treat their
looks to survive in the job market. It ended up being a very strong young
market, strong growth of interest increasingly multinational cosmetics
phenomenon.
Creams and foundations
The Chinese man has fewer prejudices
against skin care that Western man: moisturizers, anti-aging, foundation or
cream whitening creams, all the rage among the Chinese men populatin. Attracted
by this very promising market, groups such as L'Oreal and Nivea
are in fierce competition to dominate the market for which they are to create
specific consumer products. Their budgets for advertising and distribution are also
increasingly important. "China is
expected to represent about 50% of global growth expected in skin care for men
between 2009 and 2014." Indeed, in these five years, the market growth is expected to reach 28.7%, against
only 5.7% in North America and 7.9% in Western Europe. With 206 million, are
sales of men's skin care in China market recorded a more than 30% growth in 2010.
"This is a very dynamic market,"
says Jackson Zhang, vice president of L'Oreal China, noting that about 10% of
Chinese use of care for men.
The typical customer
The typical customer is a man of cities, but not limited to megacities like
Shanghai or Beijing, as medium-sized cities. "When income increases, Chinese start by buying a nice watch, then
computer equipment, then clothes and finally skin care." Chinese men
think skincare give them a competitive advantage for their jobs ... Indeed, the
desire for social success has become very competitive, pushing more and more
Chinese to take care of their appearance.
