From ＂Rough Man＂ to ＂Exquisite boy＂ and ＂double 11＂ men’s make-up sales increased!
This year’s "double 11" campaign is underway, and beauty and skin care products have become the main battlefields for businesses to snatch consumers. However, buying skin care products and make-up is not a patent for women. With the increasing number of "exquisite boys", the sales of men’s make-up and skin care products have also surprised many people in this "double 11".
The client reporter of South China Morning Post visited and learned that there are also many interesting phenomena behind the sales changes of various commodities.
Perfume sales accelerated under the epidemic.
Ms. Chen, a citizen of Nanning, is a makeup artist and likes to buy lipstick. Now, because you have to wear a mask when you go out, lipstick will stain the mask. Ms. Chen began to transfer the money originally spent on lipstick to perfume. She has bought 10 perfumes in the past six months because "masks can’t block the smell of perfume."
Looking at the financial reports of major cosmetics groups in the world in the first half of 2021, we can find that the growth rate of perfume category sales is relatively high. For example, the sales revenue of perfume and beauty products under LVMH Group reached 3.02 billion euros in the first half of 2021, achieving a 37% increase. The financial report of L ‘Oré al Group in the first half of 2021 shows that in the high-end cosmetics department, the sales increased by 28.1% to 5.47 billion euros, and the perfume category increased obviously, which was higher than the market average, especially in China market.
▲ Nowadays, many exquisite boys have professional men’s skin care products at home. Photo courtesy of Mr. Ou.
"Other economy" has become a new trend of consumption.
Previously, the forecast of the new consumption trend of "double 11" released by an e-commerce platform showed that in the first round of pre-sale for one hour, men’s make-up increased by nearly 2 times year-on-year, and men’s grooming increased by 6 times year-on-year.
"It used to be rough, just simply washing your face and applying a cream. After work, I pay more attention to my external image, pay attention to skin care and clothing collocation, and enhance my personal taste. " After 90, Mr. Ou, a citizen of Nanning, was engaged in the real estate industry. The price of skin care products he bought ranged from several hundred yuan to 1,000 yuan. "Men pay attention to self-image management and will be more confident when they go out."
In the major shopping malls in Nanning, the attention of men’s skin care products is also increasing rapidly. A male shopping guide said that many men’s awareness of improving their own face value is increasing, and there is an increasing demand for beauty and skin care products. In addition to conventional skin care products, such as sunscreen and plain cream, it also attracts many men to buy.
▲ Perfume has also become a favorite item for exquisite boys. Photo courtesy of Mr. Ou
"Yan value fever" stimulates male consumption demand
Tang Yusheng, a professor at the School of Business Administration of Guangxi University, believes that the hot sale of perfume is an "odor economy" that is not restricted by isolation. It is endowed with multiple meanings, such as covering the original body odor, enhancing personal image, improving happiness and relieving life anxiety. In addition, the promotion of some beauty experts and live broadcasts on social media will also have an impact on everyone’s consumption demands.
Nowadays, the male consumer market in the fields of skin care and beauty is also expanding, which is also inseparable from the promotion of the current "face value fever".
"Now, Yan value has become a part of the personal value system, men’s aesthetic consciousness has gradually been awakened, and the consumer market has gradually expanded." Li Sijie, a teacher in the Marketing Department of the School of Business Administration of Guangxi University of Finance and Economics, believes that the current "other economy" mainly involves young men born after 1980s and 1990s. Young people’s consumption is not only looking at the function of the product, but also the social attribute of the product is an important influencing factor in consumption decision-making, which is indeed a change in lifestyle and consumption psychology.
Lu Yimin, a doctor of economics at Guangxi University of Finance and Economics, believes that men’s pursuit of external image is a very reasonable phenomenon, which has also formed a new trend in the male consumer market. However, we should also avoid over-marketing and misleading about "Yan value". Whether men or women, the pursuit of "face value" should be healthy and positive, in order to promote the healthy development of the consumer market.
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