Male cosmetics consumption has been on the rise in recent years with extremely strong growth in the area of skin and personal care products. With rising consciousness in attaining “The Look” Chinese consumers both men and women are spending more and “investing” in cosmetics so they can look and feel better. And for men, it’s really about using cosmetics to get ahead in their careers.

China Polling’s ongoing study on cosmetics have revealed that almost 99% of male consumers regularly use cosmetics, with Facial Cleanser, Body & Hair Care and Shaving Care being the most frequently used products.

N=138 Powered by China Polling Real Time Stats, November 2008

When deciding on which product to buy, men are more likely to get advice from friends and family members (28%). But what are the most important factors that affect their purchase decisions? Results show that quality of the product including Features or Benefit, Brand Name and Ingredients are the top 3 factors that male consumers consider when making purchase decisions. Web Ads, Attractive Packaging and Print Ads are the far less influential factors.

N=138 Powered by China Polling Real Time Stats, November 2008

Boutique store & Department store counters are the most popular channels that men shop for their cosmetics (58%), followed by the Supermarkets (30%) and Personal Care Stores (9%). With the increase need for male consumers to look and feel good, more and more manufacturers are trying to enter this niche market and provide specific cosmetic products aimed at men. For cosmetics companies, the male consumer market in China still remains the “Gold Mine” yet to be excavated.

Number of Samples: 138

Data Capture Period: 2008.6.1 – 2008.12.3

China Polling conducts Omnibus Surveys on an ongoing basis to provide continuous tracking of consumer trends in China. This innovative approach to tracking consumer behavior will allow companies looking to enter the China market to get the most up to date information about what’s hot and what’s not. All real-time datasets are available for purchase online. Additional questions can be added into the Omnibus Survey and fielded at any time.