Previously only marketing towards women, the cosmetics market is shifting its views on gender norms within beauty. This is no more apparent than in China, where the male makeup industry is set to be one of the most lucrative markets in the world, with male beauty consumption expected to reach 13.5% by 2019.
The breaking of gender barriers is due to the widespread acceptance of celebrity men in makeup throughout Chinese pop culture. In 2017, beauty brand L’Occitane employed male Chinese actor Joker Xue as a brand ambassador. That same year, L’Occitane saw a 49% sales increase in China. This is not surprising to Shanghai student Andy Gu, who tells Jing Daily, “I wear makeup every day … just a little bit of concealer, some brightening products to enhance my skin. It makes me feel good.” Gu goes on, “Chinese men are wearing makeup now, it’s not just about skincare and moisture creams. Lots of my male friends wear concealer every day.”
Male-targeted campaigns have become increasingly more common in the Chinese cosmetic industry. This past Father’s Day, a number of cosmetics brand released male-oriented products and campaigns, further proving that this emerging trend is set to turn into an extremely profitable industry. “The Chinese beauty market is set to truly expand and grow, and men participating in that is set to change the way the market is shaped,” said Jennifer Coppolino, Director of Market Insights and Consumer Engagement at premium skincare brand Clé de Peau Beauté.
For the full story, head over to Jing Daily.
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