According to market analysis firm NPD Group, China’s status magnificence market saws gross sales of $10.8bn from e-commerce alone in 2020.This was partially pushed by China’s three greatest e-commerce festivals: Women’s Day in March, the 618 marketing campaign in June and Double 11 in November.The identical knowledge confirmed that the boys’s status grooming surpassed the growth price of the ladies’s phase, rising 75% in comparison with the ladies’s 35%.In the boys’s class, skin care and fragrance merchandise drove the growth, with skin care recording growth of 65%.However, it was the fragrance class that was the large winner, rising a staggering 90% over the yr.According to NPD knowledge, the momentum has continued in 2021. In the primary quarter of the yr, males’s fragrance grew by 117%, contributing to 61% of the overall gross sales acquire.Top males’ fragrance manufacturers which might be dominating the market on this quarter are Chanel, Bulgari and Tom Ford.Comparatively, males’s skin care gross sales, which nonetheless makes up the majority of all the male grooming market, grew by 46%.Brands equivalent to Biotherm, Chanel, and Bulgari had been among the many prime males’s grooming manufacturers in China within the quarter in phrases of gross sales.The class to look atThis knowledge suggests the boys’s fragrance market is the one to look at within the coming years, mentioned Samuel Yan, e-commerce business lead, China, The NPD Group.“With simpler advertising and promoting from fragrance manufacturers, extra male shoppers have began to make use of fragrances. Fragrances are additionally thought to be a superb present throughout particular holidays like Valentine’s Day. Also, there have been extra male magnificence influencers on social media selling fragrances, which additionally helps to contribute to the growth,” defined Yan.Mostly, purchases had been made on-line extra. Referring to NPD’s China Consumer Sentiment research performed in April 2021, Tmall and JD.com had been among the many prime e-commerce platforms most well-liked by male shoppers when it got here to buying magnificence merchandise.Knowing this, Yan highlighted that it was vital for manufacturers to have a robust social media presence in China, particularly since that is the place plainly most male shoppers get their info from.“In China, social media is essential, so the top-ranked males’s grooming manufacturers are all energetic on social media platforms.”Aside from social media platforms like WeChat and Douyin, sports activities apps and on-line gaming apps are among the many simplest methods to succeed in male shoppers.Yan highlighted Beiersdorf’s efforts to advertise the Nivea Men’s line amongst male shoppers by working with Tencent and its hit cell recreation, Honour of Kings.Additionally, to draw male shoppers, manufacturers may develop social media content material round ingredient info, earlier than and after comparisons in addition to product trials.According to NPD knowledge, complete male magnificence content material grew by 82% on Douyin within the third quarter of 2020.During the identical interval, content material about males’s fragrance grew by 104%. Comparatively, skin care and make-up grew by 58% and 80% respectively.
