Why do you have a high time to return to the men's beauty market?

China Commercial Daily (Reporter Ma Jia) This year's "June 18" superimposed Father's Day, major beauty brands have a high enthusiasm for "Men's Economy": Shiseido launched a men's skin care brand again after 20 years. The skin care suit for you, the facial nursing gift box launched by the emerging brand is the "gift" of Father's Day. In this regard, industry insiders said that although major beauty brands have increased their promotional efforts, it is also difficult to drive the growth of men's beauty markets.

New and old brands have increased

China Business Daily reporters observed that "June 18" this year is adjacent to Father's Day, and beauty brands at home and abroad are also vigorously added to the "male face economy". Foreign makeup brands L'Oreal L'Oreal and Shiseido have launched new products during Father's Day, and promoted attention in the form of gifts; domestic emerging brands have launched high cost -effective gift boxes to meet domestic consumers' preferences. In addition, many domestic and foreign beauty brands also take new men's beauty products as the focus of promotion of this year's "6. 18".

At present, "Men's Economy" is very popular in the eyes of the brand and capital. In terms of brands, brands such as L'Oreal, Estee Lauder, Manxiu, and Kyanshi already have a "first -mover advantage" in this track. They have continuously launched new men's beauty products, and have many advanced experiences in the field of men's skin care and beauty segments. Domestic brands such as reason and dear boyfriend have received several rounds of financing, and online e -commerce companies are "hot", and their sales performance is deeply favored by capital.

Shiseido told a reporter from China Business Daily that it is optimistic about the huge potential of the Chinese men's skin care market. The new brand launched this time is another important increase in the group in the field of men's skin care. Relying on the Group's strong R & D innovation and brand operation strength, the establishment of new brands in the men's skin care market will further strengthen the brand matrix, accelerate the potential market, and lay the foundation for the Group's continuous growth.

"The men's beauty market is still growing. For the brand, it means that consumers have not fixed cognition of which brand, and the greater the chance of the" explosive product "." People admitted to the China Business Daily reporter that although the track of men's beauty looks "unpopular" in the consumer market, the competition between brands is very fierce. Almost every brand will take into account men's beauty products when they produce new products every year.

The sales side response is flat

In the flagship store of beauty brands at home and abroad, the reporter observed that the sales of men's beauty products are very bleak. Even if there is promotion of promotion, it is difficult to perform well.

Although L'Oreal Group has the L'Oreal men's series, it is not worth mentioning with the sales volume of women's makeup and large skin care products. In addition, Shiseido launched a men's image brand UNO in the Chinese market as early as 2001. However, the brand was packed and sold in 2021 due to its sales performance.

The "Research Report on the 2021 China Local Makeup Industry in China" released by the industrial consulting agency, Erici Consultation, shows that men's skin care is a high -growth and low proportion category. Below the industry average; men's basic make -up products have become high -growth categories. Among them, men's foundation, makeup spray, and men's powder transaction amount increased fastest from last year, but the proportion of transactions is also lower than the industry average.

"Men's beauty market can only be described as" shaving head and picking a hot head "." Kong Sihan, a person with beauty marketing practitioners, admits to reporters that one is because male consumers have not developed skin care habits. For male consumers, there is no habit of leaving budget for beauty products every month. No matter how brands do marketing, it is difficult to pay for such consumers. There are also fewer investment in investment. Most of the products are homogeneous. The most products are cleansing and oil control, which will also cause consumers to "the same brand of buying the same brand".

The reporter visited a number of merchant super cosmetics collection stores and counters in Chaoyang District, Beijing, and found that few brands placed men's beauty products in obvious positions. Some counters even stored men's beauty products in the warehouse. Only when consumers asked , The salesperson will go to the warehouse to adjust the goods. Some shopping guides said that there are too few consumers who buy this category product, and they are not placed specifically.

The growth space is relatively limited

Ahu, the person in charge of the beauty MCN institution, once organized several men's beauty products. "It is impossible to sell the logic of selling goods to women to men." Ahu frankly said: "Male consumers rarely watch the live broadcast and vibrato of beauty. Core advantage. At present, domestic men's beauty brands mostly choose to start online. This track selling goods and buying goods are very contradictory. Now we generally do not pick up the specialty of men's beauty products to bring goods live broadcast. "

It is even more difficult for domestic men's beauty brands to "go out". "Shiseido and Biotherm have entered the Chinese market for many years, and they have accumulated certain men's consumers. The domestic beauty brand has just started. It is more difficult to form a consumer group." The agent in the region admits to reporters that the best products for domestic men's skin care brands are shower gels, gum, etc., and have relatively limited growth space in the field of skin care products.

"Domestic and foreign brands do not form a large scale on the track of men's beauty products." Kong Sihan said that in the future, "Gen Z" may be the focus of brand attention, because the consumption habits of young consumers are easier to guide.For example, to reshape the brand concept for male consumers, make men's beauty products a necessity of life for young consumers, or a breakthrough of men's beauty circuit.At present, the tepid phenomenon of men's beauty circuit may continue."It is difficult for the brand and capital to drive the enthusiasm of the consumer. The brand that deeply cultivates this track may continue to experience the stage of high -cost investment and low returns." Kong Sihan said.

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