The current situation and development strategy of male cosmetics

                  Demand for male cosmetics is on the rise

As a professional personal image designer, I find that more and more men are beginning to have an interest in their own image. In the past, they may have handled their personal image by dressing up, but now it is different.

In recent years, men have developed a strong interest in personal image, which is related to the current market demand. At present, men are under great pressure. By externally packaging, they have established a competitive advantage and become the choice of many business men. Because they believe that the external image is part of their own quality, the improvement of the image is conducive to gain recognition in the workplace or business activities, and promote the success of the cause. Skin care products are an indispensable tool for shaping self-image, so they are welcomed by men.

At present, domestic male cosmetics are still in their infancy, and now there are three or four large brands that have launched male products. In general, in the market segment of skin care products, there are still relatively few, so the market is very large and it is worth doing.

Now that the market is maturing, and women are more and more critical about product packaging, the best time for male products to enter the market.

According to my observation and understanding in this industry for many years, several large brands have developed male skin care products. For example, Biotherm, the Chinese-funded products under the Shiseido, etc. Mid-ranges include Pond's, Mentholatum, etc., while low-end products include Dr. Lee and masculinity. However, these brands have not yet occupied an absolute market share, so there are still many opportunities in this industry.

 

                        The male cosmetics market should also be refined

Nowadays, men's skin care products in the high-end market are focused on the cleansing of the male face and the cleansing of the pores of the facial skin, ignoring the needs of other functions. In fact, this is not enough for them to understand the use of men in cosmetics.

Women's products have been highly subdivided into various functions such as hydrating, sunscreen, spotting, acne and so on. There are many such categories of products in foreign high-end men's cosmetics. Many people think that female products can be used for men, which is actually wrong. Because female products add some ingredients that are beneficial to female skin hormones. However, these features may not be suitable for men, and may even have a negative effect on men's skin.

Now it needs to be subdivided into the market, and the business is going to guide the habit of men using cosmetics. For example, spots, wrinkles, and skin protection products. In some sunscreen products with a fairly low spf value, of course, the product selling point should emphasize the protection of the skin. Instead of whitening, I believe most men will accept it.

In addition, some functional care products such as suppressing the growth of male beards can be introduced to reduce the trouble of men's daily shaving, and are more popular for men who are neat and tidy.

In fact, many men have deep eyebrows, and it is also a great business opportunity to develop some products to make men's eyebrows quickly and safely. From the physiology of men, there are many products that can be produced. This is worth paying attention to, and this is the market that needs to be developed.

                          Functional products will be popular with men

The main purpose of men's cosmetics is to hope that the products can meet their personal image needs or contribute to physical and mental health. This requires a lot of functional products.

For example, if a male hand needs a water-oil balance, then a corresponding male hand cream can be produced. Because most men are engaged in more heavy work, men need more hand creams that are more capable of curing. Women's attention to whitening and hydrating is not enough to help men protect their hands. Men's nails, contact with machinery, lifting work is more, need some strong nails to protect your fingers. Therefore, if the armor product can enhance the hardness of the nail, it is good for accepting heavy work.

Under the pressure of male work, men also hope to relax in peacetime. Therefore, a series of essential oil massage creams, massage oils and the like can be introduced in the washing of skin care products. Shower gel can also add some materials for horn shark and aloe vera. These products allow men to complete skin protection and body and mind relaxation with some simple baths. It also helps manufacturers find new market breakthroughs.

The deep men's shampoo is quite hard compared to many men's hairs, and has different protection needs than women's hair. I asked a lot of men, they often buy shampoos according to TV commercials, but they often fail to achieve the effect on TV. In fact, this has a lot to do with the formula of shampoo. Many shampoos pay attention to protecting women's hair, so men's hair can't be used in effect. In fact, this also shows that male shampoo should have a large market.

In short, men still have a lot of supplies in the field, and the market is getting more and more shaped. However, the relative products are still relatively small and the promotion is not enough. Therefore, the industry is worth digging deep in this field.