半歩先を読む日本最大級のマーケティングサイト J-marketing.net

公開日:2023年02月22日

JMR Monthly Bulletin-Lifestyle Trends
40% of men in their 20s are interested in skincare! Men's beauty expanding with awareness approaching that of women


More than 30% of men in their 20s spend \2,000 or more a month on cosmetics.

 Recently, there have been more opportunities to see TV commercials and advertisements for men's cosmetics. At ISETAN Shinjuku, there is a dedicated sales floor for men's cosmetics, indicating the high level of attention. This time, we investigated men's beauty awareness and use of cosmetics, including a comparison with women.

 First, let us look at actions related to beauty that took place within six months (Figure 1). The most common action among men was face-washing with facial washing foam, which was practiced by more than 40% of men. Looking at overall actions for beauty, more than half of all men practice some kind of them. The rate of using facial washing foam at least once a day was highest among men in their 40s, followed by those in their 50s (Figure 2). More than 30% of men in most age groups do this.

 The rate of men in their 20s who answered that they spend more than \2,000 per month on cosmetics was also high (Figure 4). This is only different by a few percent compared to that of women in the same age group, indicating that men in their 20s are close to women in terms of the amount of cosmetics they purchase.


Click the image below to view in high resolution
figure


The beauty awareness of men in their 20s is almost the same as that of women in their 20s.

 Next, we looked at awareness toward beauty. When comparing the level of interest in skincare by gender, the rate of men in their 20s who answered that they were "very interested" was about the same rate as that of women of the same age. Including those who answered "fairly interested," it turns out that more than 40% of men in their 20s are interested in skin care (Figure 5).

 The percentages of participants who thought that "it is better for men to have clean skin" and "it is not strange for men to take care of their skin" were higher, at more than 40% for men and 60-70% for women. It indicates that many women are more positive about men taking care of their skin (Figure 6).

 The percentage of men in their 20s who think "it benefits my personal/business relationships" with regard to skin care was particularly high, at over 40%, higher than that of women in the same age group (Figure 6). A comparison among men as a whole shows that men in their 20s and 30s are particularly aware of this.

 Although there are differences between men and women in terms of beauty awareness, it suggests that the number of men in their 20s who believe it is beneficial for men of all ages to practice skincare is growing.


Click the image below to view in high resolution
figure


Men's use of cosmetics increased from a year ago in all seven categories.

 Next, we looked at cosmetics used within a month and how their frequency changed compared to a year ago. As a result, the "total of those who increased the frequency of cosmetics use" for men was significantly higher than that for women in all seven categories, indicating that the number of men using cosmetics has increased within this year. Especially for cleansing, the growth rate exceeds 50%, which is the highest (Figure 7). It is speculated that this is due to the fact that more and more men are using cosmetics, not just shaving lotions, which have been the mainstay of men's skin care until now. Although it is still fewer than women, it suggests that the market may grow in the future.

 The majority of men in their 20s who took actions for beauty chose "to have beautiful skin" as their reason for doing so (Figure 8). It also shows that those in their 20s are influenced by the people around them and celebrities. Men in their 40s and older selected "because I value cleanliness" at a higher rate than women. Men in their 30s were the most likely to seek anti-aging benefits, with about half of them seeking such benefits, the highest rate of any gender and age, including women.


Click the image below to view in high resolution
figure


Choosing a cosmetics brand that is not focused on "men's" products.

 Next, at the current cosmetics user base, we looked at the brands they use and the reasons for their choices. "Kao Biore," "SHISEIDO UNO," and "mandom GATSBY," which are well-established cosmetics for men, were among the top sellers. Of note here is that "SHISEIDO ELIXIR," a widely known brand for women, is also in 5th place. It is also ranked 6th as a brand they would like to purchase in the future, indicating that they would like to use not only brands for men. As a reason for choosing a brand, a good corporate image was the most important factor for men, more than twice as many as for women.(Figure 11). In addition, "technological capabilities," "top share," and "advertising and models for promotion " were higher than women.

 It is thought that men's traditional image of the brand they already have and a sense of security in using the brand they have always used are more important factors in their choice of cosmetics brands than cosmetics cost and functionality, which are the most important factors for women.

 The market for men's cosmetics is expected to grow in terms of both variety and size in the future, given the high level of beauty awareness among men in their 20s, the increasing awareness of cleanliness among men in their 30s and beyond, and the growing interest in anti-aging.


Click the image below to view in high resolution
figure



Translating articles


おすすめ新着記事



J-marketingをもっと活用するために
無料で読める豊富なコンテンツ プレミアム会員サービス 戦略ケースの教科書Online


お知らせ

2025.03.06

クレジットカード決済に関する重要なお知らせ

新着記事

2025.05.15

25年3月は「完全失業率」は悪化、「有効求人倍率」は改善

2025.05.14

自分で火をつけ自ら消火して英雄に - トランプ関税の顛末

 

2025.05.14

25年3月の「新設住宅着工戸数」は2ヶ月連続のプラスに

2025.05.13

25年4月の「乗用車販売台数」は4ヶ月連続のプラス

2025.05.12

企業活動分析 キリンHDの24年12月期は、増収もFANCL子会社化など積極投資で減益に

2025.05.09

トランプ関税を裏づける「購買による征服」の理論 - 安全保障の論理

2025.05.09

月例消費レポート 2025年4月号 消費は堅調に推移している - 波乱要因への政治的対応の巧拙が日本の消費の行方を左右

2025.05.09

消費からみた景気指標 25年2月は5項目が改善

2025.05.08

25年3月の「ファミリーレストラン売上高」は37ヶ月連続プラス

2025.05.08

25年3月の「ファーストフード売上高」は49ヶ月連続のプラスに

2025.05.07

なぜ井上尚弥選手はダウンしたのか

2025.05.07

企業活動分析 アサヒグループHDの24年12月期はプレミアム化の進展や価格改定効果などで増収増益に

2025.04.25

成長市場を探せ 少子化ものともせず、拡大する学習塾市場(2025年)

 

2025.04.24

25年2月の「広告売上高」は、10ヶ月連続のプラス

週間アクセスランキング

1位 2025.05.07

なぜ井上尚弥選手はダウンしたのか

2位 2013.03.22

MNEXT ビックカメラによるコジマの買収はメーカーを巻き込んだ衰退業界再編の始まり

3位 2024.05.10

消費者調査データ エナジードリンク(2024年5月版)首位は「モンエナ」、2位争いは三つ巴、再購入意向上位にPBがランクイン

5位 2024.06.21

消費者調査データ ビール系飲料(2024年6月版) 首位「スーパードライ」、キリンの新ビール「晴れ風」にも注目

ENGLISH ARTICLES

2023.04.17

More than 40% of convenience store customers purchase desserts. Stores trying to entice shoppers to buy desserts while they're shopping.

2023.02.22

40% of men in their 20s are interested in skincare! Men's beauty expanding with awareness approaching that of women

2022.11.14

Frozen Foods' Benefits Are Expanding, and Child-raising Women Are Driving Demand

2022.09.12

The Penetration of Premium Beer, and a Polarization of the Growing Beer Market

2022.06.20

6.9 Trillion Yen Market Created By Women― Will Afternoon Tea save the luxury hotels in the Tokyo Metropolitan Area