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

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