Men's Grooming in Hong Kong, China

2021 DEVELOPMENTS

Male consumers spend more time improving their overall health and wellbeing

Since the pandemic, more men have focused on health and wellness. Combined with increased time spent at home due to flexible working arrangements in 2021, men had more time to spend improving their overall wellbeing and caring for themselves.

Key determinant purchasing factors are functionality and texture as non-gendered brands gain traction in skin care

The key factors determining men’s purchasing decisions for grooming products, especially skin care, are the functionality and texture of products. MIRROR, a famous local boy group, has endorsed plenty of beauty and personal care brands across positionings, especially skin care brands, such as Avène, Olay, Origins and Estée Lauder.

Men’s hair care gains traction as male consumers tackle hair care concerns such as hair loss

The hair remains a crucial part of self-care and grooming routines, as in general men are conscious about the amount of hair on their heads. Due to the pandemic, more men were willing to spend more time and effort on grooming and carrying out treatments at home.

PROSPECTS AND OPPORTUNITIES

Men’s grooming, especially men’s shaving, deodorants and hair care, to sustain growth momentum

Men’s grooming in general is not as reliant on tourist consumption as other beauty and personal care categories. Going forward, continuous growth in men’s shaving, men’s deodorants and men’s hair care is expected.

Premiumisation expected in men’s shaving and hair care as men pursue tailored products and services for personal style

More men are likely to be interested in improving their own self-care routines at home after the pandemic, and this shift in consumer behaviour is expected to continue in the forecast period. It is observed in Hong Kong that there is a rise in the popularity and number of barber shops, such as Canton Barber and Goodman Barbershop.

Men’s colour cosmetics expected to see limited potential amongst locals in Hong Kong

After the pandemic, it was observed that men’s make-up saw rising popularity in neighbouring markets such as Japan and mainland China. Due to the increase in working from home and the need for virtual meetings, men were more conscious of how they looked on camera, and hence shifted to wear simple make-up such as lightweight BB cream and slightly tinted lip balms to improve their complexion in a natural way.