AIRPARIS China Male Beauty Report 2019
2020-03-01 121浏览
- 1.男士美妆 MALE BEAUTY REPORT WHY MALE BEAUTY IS CHINA’S NEXT BRAND GROWTH STORY
- 2.In a 2011 interview with Global Entrepreneur magazine, AIR PARIS president Dimitri Katsachnias shared prediction that ‘Men in Paris spent about 50 years moving from using cologne to accepting after shave, while in China it may only take one year’ . While the prediction proved prescient, the magnitude of the male beauty boom goes far beyond our predictions. Forget about after shave, Chinese men are enthusiastically embracing masks, serums and premium sunscreen. A new generation of beauty buyers is also catching up to Korea in adoption of color makeup products like BB cream or lipstick. Be it in terms of sales or behaviors, China is driving the development of the 122 billion USD global male beauty market. Data from Euromonitor shows the Chinese male beauty market growing at over double global average (13.5% vs 5.8%). In an intensely competitive beauty market, men represent an attractive growth opportunity for existing brands and also attract savvy entrepreneurs eager to populate the market with new male only, digital native brands. From global behemoths like Channel to homegrown players like Martin, Chinese men’ s beauty enthusiasm is lifting all boats. We believe that the rise of Chinese male beauty ranks amongst the most important macro trend we have encountered in over 20 years of activity in the beauty scene. For this reason, we have compiled this in-depth report with the hope of bringing both clarity and perspective to the topic. This exercise meant navigating data, culture and creative. It revealed to us consumer behaviors and brand strategies whose sophistication far exceeded our initial assumptions. It also showed to the extent to which men are re-defining the traditional industry playbook for brand creative, product innovation and brand experience design. We hope that this report will inspire you and trigger ideas to turn the potential of male beauty into tangible growth for your brand. For more information on how AIR PARIS can help your business, please visit www.airparisagency.com Chris Krakowski Managing Director China AIRPARIS
- 3.Introduction ‘Sales of male makeup kits are up 401%.’ Such is the eye catching copy that is featured front and center in one of Tmall’s latest advertising campaigns meant to advertise the platform ahead of the 6/18 shopping festival. More remarkable than the figure though is the tone and composition of the ad. Instead of a polished model, the visual features an average looking man in a mundane setting applying his makeup in an un-glamorous way. What this creative choice communicates is that beyond its remarkable growth, male beauty and skincare is no longer the domain of a niche avant-garde. It has gone mainstream and in so doing is unleashing enormous opportunities for brand growth. From mass market digital native brands such as Martin to incumbent luxury beauty players such as Channel, the male beauty tide has the potential to lift all boats. 02 Tmall betting big on male beauty for 6/18.Source:Tmall.com
- 4.The Rise Of Male Beauty Creates Opportunities For Brands In All Segments Of The Market NEW BRAND DISRUPTION INCUMBENT INNOVATION LUXURY BRAND EXPANSIONSource:'>Source:
