Will male beauty instruments be the new blue ocean for brand owners?

　　According to the survey report, 71.43% of the 259 male respondents said that they had used or planned to buy a beauty device. This set of data seems to indicate to a certain extent that the demand for beauty devices by male users is on the rise.

　　A beauty instrument practitioner told reporters that a beauty instrument is an upgraded alternative to cosmetics. In recent years, various brands have also launched various beauty instrument products, which correspond to the cosmetic categories on the market. Then, the rapid expansion of the male cosmetics market is likely to also promote the development of male cosmetics. For example, facial cleansing and anti-aging cosmetics similar to the consumption habits of cosmetics may be favored by male consumers. However, when the State Grid of China asked a number of companies about the relevant situation of male beauty equipment, the reply received was that the relevant layout has not yet been carried out.

　　Male beauty instruments are not welcomed by brands. What's the problem?

　　The small base of male users and the lack of more complete research are undoubtedly several in-depth reasons that hinder brand owners from deploying the male beauty instrument market.

　　The proportion of male users is very small, accounting for only 10% of the total consumption of beauty equipment, which may also be excluded from buying for girlfriends or wives or as gifts to others. There are cases where male users buy 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 have a demand for beauty equipment, and many brands cannot grasp the specific market. Under the circumstances, there is no corresponding layout action for the male market. In an interview with the State Grid Corporation of China, the person in charge of a beauty device company even said that he was not optimistic about the development prospects of male beauty devices in the next two to three years.

　　There are no precedents for the branding of male beauty instrument brands. All beauty instrument brands on the market have launched men’s facial cleansing instruments. However, from the perspective of sales, many products have sold less than three digits, and this category does not seem to have a major presence. Water splash. In fact, after the rapid development of facial cleansing products, the demand for facial cleansing products has declined. At present, they have gradually returned to a relatively stable state. The rapid growth process actually includes the purchase of some male consumers, and male consumer groups have received facial cleansing equipment. Whether the demand for the product has changed as a result, there is still a certain degree of uncertainty.

　　The person in charge of the above-mentioned enterprise stated that the beauty instrument can be divided into micro-current, radio frequency and other directions according to the technical principles. The brands are relatively close in terms of technology. Male users and female users are not in the technical realization of anti-aging and cleansing needs. There are big differences. "The beauty instrument products with female users as the absolute main consumer group, in the case of insufficient male users, currently unable to see the trend of differentiation for male users.

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Will male beauty instruments be the new blue ocean for brand owners?

Konnie.H

Winnie

ADA YI