The Chinese Men's Cosmetic Market: Guangzhou, Hong Kong and ...

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2 Contents Contents .............................................................................................................................. 2 Abstract ............................................................................................................................... 3 Men’s Cosmetics Products .................................................................................................. 3 Overview of the Cosmetic Market ...................................................................................... 4 Overview of the prospective cities of Hong Kong, Macau, and Guangzhou ..................... 5 Market Dynamics ................................................................................................................ 6 Market Demand .................................................................................................................. 8 Consumer Behavior: ........................................................................................................... 9 Purchasing decision influence factors ............................................................................... 10 Primary Research .............................................................................................................. 11 Market Entry Strategies .................................................................................................... 12 Chinese Politics ................................................................................................................. 15 Advertising Regulations.................................................................................................... 18 Conclusion ........................................................................................................................ 20 Works Cited ...................................................................................................................... 21
Abstract This paper focuses on exploring what is sure to be a market with high growth potential: the men’s cosmetics market in China. The market opportunities within the areas of, Hong Kong, Guangzhou, and Macau will be identified and discussed throughout this paper. Research has been conducted on the size, characteristics, demand, consumer attributes, and potential market entry strategies. Primary research was conducted on a sample of consumers within these markets, the results of which are detailed below. Additionally, the legal requirements and political characteristics of each individual region have been identified and links have been provided to ease the research process. The goal of this paper is to aid American firms in understanding the male cosmetic market in China and to provide valuable information that will help these firms identify profitable segments within various regions. To those who grasp this unique culture and business landscape there are great rewards to be gained from involvement in the industry of male cosmetics. Men’s Cosmetics Products There are numerous types of men’s cosmetics products. In fact, there are almost as many cosmetic products directed towards the male consumer as there are for the female consumers. Some of the most common products used by the Chinese male consumer include facial cleansers, body and hair care, shaving care, moisturizers, fragrance, lip moisturizer, and deodorants. Within the areas of Hong Kong and Macau, the product offerings have become more extensive and sophisticated. Product lines include “anti-ageing, exfoliating and energy-boosting properties… Several cosmetics firms led by L'Oreal have introduced China-specific products, such as face whitening creams” (Jones). L’Oreal is also selling its newly developed charcoal mousse for men in China, something that is expected to become a bestseller (Jones). According to a spokesman for Procter & Gamble, “Spending by Chinese men on all kinds of face creams, anti-aging gels and cleansing lotions already exceeds spending on razors and blades by a factor of 4:3 and the gap will keep widening” (Balfour). Some of the best selling men’s products include: “L’Oreal’s Men Expert line, which is the No. 1 brand within China and has helped L’Oreal gain a 32 percent market share in 2009. Other key products include the domestic brand GF’s creams and lotions, followed by premium skincare products developed by Shiseido, Dior, and Clinique.” (Red Luxury) According to ChinaPolling, “Almost 99% of male consumers regularly use cosmetics, with facial cleanser, body and hair care, and shaving cream being the most frequently used products” (CinaPolling). Chinese men are beginning to feel the pressure of fast-paced life style and are turning to male cosmetics to boost their appearance and give them a competitive edge within their personal and professional lives. Though some men are not quite ready to be “Du Shi Yu Nan” or City Jade Men, the name given to men who purchase and use 3
Page 1: Reported Provided to U.S. Commercia
Page 5 and 6: are taking advantage of this emergi
Page 7 and 8: 3 times that of rural China (Nielso
Page 9 and 10: 675 million males in China falling
Page 11 and 12: 11 Products used: 65 percent of Chi
Page 13 and 14: company. More information can be fo
Page 15 and 16: 15 Intellectual property rights Sin
Page 17 and 18: 17 Application of Hygiene License o
Page 19 and 20: money on advertising to attract the
Page 21 and 22: Works Cited 20 minutes. Chine: Le m
Page 23: WholesaleMarket. Guangzhou Beauty/C

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