Analysis of the prospects of Chinese male cosmetics market

Men's cosmetics are hot, I believe that there is no need to pay for proof here. Regardless of the market prospects or current actual demand, the existing men's cosmetics market has been lagging behind. It can be expected that the male beauty market will soon become a new round of investment hotspots. If you cut into the men's beauty field at this time, it may reproduce the Nuggets frenzy of the women's beauty market ten years ago. Now let's talk about how to nugget.

Investors should pay attention to the following points when choosing products:

Complete product range

Compared with the richness of women's products, the men's products on the market are pale and thin in terms of variety. Most of them are only one or two simple creams, facial cleansers and aftershave. In fact, in addition to the great needs of men in sunscreen, shrink pores, acne anti-inflammatory, moisturizing anti-wrinkle, sports care and other functions, the care needs for facial masks, eye creams, hand creams and other different parts of the body are also very large. In this regard, domestic men's products are relatively complete, such as Teva, Youlan and other well-known brands to choose from.

Packaging reflects male characteristics

In the packaging and advertising, we must also distinguish the pattern of women's cosmetics in the past, packaging should be simple and without losing the atmosphere. For example, Tiva men's skin care products, the package color is mainly black and red, the bottle type is simple and generous, reflecting the characteristics of men's masculine, generous and unconventional.

Product positioning meets demand

In general, the use of men's cosmetics is dominated by white-collar elite men. According to the characteristics of men who are unwilling to be cumbersome and prefer to be simple, the product portfolio should be based on suits and convenient to use; the ingredients are based on natural plant extracts, and the concept of natural and healthy skin care is introduced.

Price is on the high-end route

Compared with women, although men are more rational when they consume, they tend to have a soft spot for high-end products. While women are more emotional, they are depressed when they buy valuable products. Therefore, men are more influenced by brand value when choosing consumer goods, and a deep-rooted concept is: cheap and no good.

Propaganda

Publicity locks women's magazines

Many surveys show that a significant proportion of men's cosmetics are recommended and purchased by lovers or female relatives. Therefore, targeted advertising through women's magazines, allowing women to know and understand men's cosmetics, and then through women's indirect sales, will have more practical results than men's magazines. For example, advertisements for French Teva men's fragrances often appear on some high-end women's magazines.

channel

Terminal layout scientific specification

In terms of access, avoiding large circulation channels, you can choose three sales terminals: shopping mall men's counters, men's specialty stores, and men's professional beauty salons. The advantage of this layout is that it can form a standing position and rely on each other. The image of the counter tree, the sales of the specialty store, the beauty salon can set the customer. However, there should be a focus on specific product portfolios and service items to avoid conflicts.

in conclusion

Men's cosmetics have had many successful examples abroad. Even though the domestic beauty market has been in a tepid state, compared with the competitive white-hot women's market, the domestic famous men's cosmetics brand is still rare, which determines that men's cosmetics will be the last dinner of the beauty industry. From the perspective of existing resources, product development, production and price are not the key issues. The key is to see whether the business can withstand loneliness and wait for the spring of men's skin care with a peace of mind.  

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This article originated from China Washing Cosmetics Network, specializing in creating the most authoritative cosmetics investment platform.

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