Men's Grooming in Taiwan

2021 DEVELOPMENTS

Limited demand for razors as Father's Day gift due to pandemic

Each year in Taiwan on Father's Day, leading retailers including department stores start to promote products that are deemed to be suitable gifts. Traditionally, men’s shaving products tend to be a leading gift choice for the event, but pandemic-induced home seclusion and remote working measures in 2021 due to another wave of COVID-19 meant that there was less of a focus on appearance (also impacting men’s hair care, skin care and deodorants) and more on health and wellbeing.

Premium men's fragrances buck the declining trend in 2021

In sharp contrast to men’s grooming overall, demand for premium men’s fragrances witnessed a sharp rise in 2021 following the previous year’s decline to surpass pre-pandemic levels, and benefiting leading players such as Chanel. Sales of its well-known brand Allure Homme continued to rise in Taiwan throughout the pandemic despite stay-at-home measures.

Major razor brands attempt to stimulate sales through cross-industry partnerships

With subdued demand for men’s shaving during the pandemic, major brands attempted to stimulate sales by investing in marketing and new launches, such as collaborating with sources outside of the industry such as anime producers to launch limited-edition razors or “combo” packs. Due to the impact of the pandemic, the film "Evangelion:3.

PROSPECTS AND OPPORTUNITIES

Foundation for men set to see strong growth as males pay greater attention to appearance

Taiwan is increasingly influenced by Korean culture, with the most popular Korean celebrities, including males, often seen sporting cosmetics for a flawless look. Furthermore, an increasing number of younger males are becoming aware of the importance of facial care and are beginning to focus on their own appearance, and therefore, the term "make-up" is no longer reserved for women.

Taiwanese brands seek to appeal with locally-adapted products and marketing strategies

Traditionally, Taiwanese consumers tend to purchase popular skin care products when they travel to Japan, Korea, and other countries, only to find that they are not always as effective when they return to home, due to different climates that can impact usage. As a result, an increasing number of innovative domestic brands are attempting to capture share in men’s grooming by launching new products that are better suited to the local climate, while utilising various marketing methods to attract consumers’ attention, such as social media influencer endorsements, or ensuring that media articles highlight product experience.

Automatic razor cleaning product set to become increasingly influential as an accessory

Many men tend to only replace manual razors when the blades become blunt and ineffective, while much of the cleaning is done with tap water after use, which can lead to the build-up of bacteria. After shaving, the skin may become red, swollen and itchy.