Men's Grooming in Hong Kong, China

PROSPECTS

Fragrances dominates value sales, although growth slows down

In 2017, men’s grooming grew at a moderate pace in Hong Kong, largely impacted by the sluggish growth in fragrances and shaving. Fragrances still leads value sales, followed by toiletries (skin care, hair care, deodorants and bath and shower) and shaving.

Skin care expected to grow faster, with toiletries narrowing gap to fragrances

Men’s grooming in Asia Pacific is dynamically transitioning from traditional shaving-orientated practices to appearance-conscious skin care regimens. Hong Kong is no exception in the trend: high mobile penetration and local populations’ use of social media expose them to a variety of grooming/beauty regimens from all corners of the globe, dismantling boundaries between male and female beauty and suggesting “genderless” grooming practices.

Internet retailing and curated packages help tight engagement with male consumers

In Hong Kong, men’s grooming sales are largely generated from mass grocery retailers such as hypermarkets, supermarkets and traditional grocery retailers, where dominant men’s grooming brands such as Gillette, Gatsby, Nivea Men and L'Oréal Men Expert are sold.

COMPETITIVE LANDSCAPE

Gillette leads shaving; Gatsby performs strongly in styling agents

Gillette continues to solidify its leading position in shaving, while other companies vie for share in their focus subcategories amidst intensifying competition. Male consumers’ evolving demand for advanced, effective shaving techniques helped specialised shaving brands Gillette and Schick capture dominant share in men’s shaving in which locally-produced no-name razors and blades are abundant.

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