Laser Beauty Machine Supplier - Beauty Equipment ManufactureWill male grooming instruments be the new blue ocean for beauty instrument merchants?
Consumer demand exists, but has not been tapped
If we list the small personal care appliances that male consumers may buy and use, in addition to electric shavers, they also include dental flossers, nose hair trimmers, electric toothbrushes, hair dryers and facial cleansers with functions such as removing smoke stains and dental calculus instrument and so on. The person in charge of market public relations of Humei Technology told China State Grid that according to the current market situation, among the personal care appliances purchased by male users, electric toothbrushes, shavers, and hair dryers are the top three with the fastest growth rate. Cheng is a man.
Judging from the three types of products mentioned by Xixiu Technology, only razors are biased towards men, but there are also problems that have been developed for many years and there is not much room for technology upgrades; the versatility of electric toothbrushes in tooth cleaning makes them less May focus solely on male users; hair dryers are often shared by family members. Considering the development time and universality of the domestic consumer market, these three types of products do not seem to represent the current and future development direction of the male personal care small household appliance market.
Compared with the above three types of products, men’s beauty instruments seem to have more room for imagination. Male users’ demand for facial cleansers has maintained a relatively high growth rate in the past two or three years. Last year, male consumers accounted for 10% of the overall domestic consumption of facial cleansers. About %, considering the impact of last year's epidemic factors, there may be a certain degree of growth this year.
Compared with those born in the 70s and 80s, young consumers born in the 90s and 00s have stronger spending power. Affected by various factors such as social media promotion and idol variety shows, the aesthetic awareness of these new generation men is also constantly changing. The number of "exquisite boys" is also increasing. According to the "2020 Chinese Men's Beauty Market Insights" released by Giant Suction, the growth rate of male users watching skin care-related content in Q3 2020 was significantly higher than that of female users; facial cleansers ranked first in men's skin care categories; post-90s and post-00s Young consumers pursue exquisite skin care, and consumers over the age of 30 pay more attention to skin anti-aging. These aspects can show that more and more male consumers pay more attention to their own appearance.
Beauty instrument is an upgraded alternative to cosmetics. In recent years, various brands have also launched various beauty instrument products, corresponding to the cosmetics sold on the market. Then, the rapid expansion of the male beauty market will probably also promote the development of male beauty instruments.For example, facial cleansers and anti-aging beauty devices, which are similar to beauty consumption habits, may be favored by male consumers. However, when China State Grid asked a number of companies about the relevant situation of male beauty instruments, the reply they got was that the relevant layout had not yet been carried out.
Men's grooming devices are not popular with brands, what's the problem?
Small male user base, lack of relatively complete research, etc. are undoubtedly several deep-seated reasons that hinder brand owners from deploying male grooming instruments market. The proportion of male users is very small, accounting for only 10% of the total consumption of beauty instruments, which may also exclude the purchase for girlfriends and wives or as gifts for others. There are male users who purchase for their own use, but the proportion may be small. However, there is still a lack of specialized and in-depth research on the size of male users who demand beauty devices. Many brand owners cannot grasp the specific market conditions. There is no corresponding layout action for the male market. It is not without precedent for brands to deploy men’s grooming instruments. Brands such as Claris, Philips, FOREO, and REENA have all launched men’s cleansing instruments. It seems that there is no large splash. In fact, after the rapid development of facial cleansers, the demand for facial cleansers has declined, and it has gradually returned to a relatively stable state. The rapid growth actually includes the purchase of some male consumers. There is still some uncertainty as to whether the demand for products has changed as a result.
Beauty instruments can be divided into several directions such as microcurrent and radio frequency according to the technical principles. The brands are relatively similar in terms of technology, and there are no major differences between male users and female users in the technical realization of anti-aging and facial cleansing needs. "Beauty instrument products with female users as the absolute main consumer group, in the case of insufficient male users, there is currently no trend of differentiation for male users."
