April 19, 2024

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The male make-up tutorial has gone viral on short-video platform Douyin. 

Within the movies, males normally of their 20s, like Mao Wenyu (@毛文余呀!), typically seem with no make-up and begin hydrating their pores and skin with moisturizer, earlier than using concealer and basis, adopted by oil-control free powder, eyebrow penciling, and a slick of lip balm. Lastly, after grooming their hair and altering outfits, they prove trying drastically completely different. 

Mao’s video, titled ‘How inexpensive is it for immediately’s faculty college students to change into good-looking?’ (男大学生变帅成本有多低) attracted over 500,000 likes. And among the merchandise featured in Mao’s movies, comparable to Dermafirm’s solar protection make-up base, have bought tens of 1000’s of models. 

KOL Mao’s video, titled ‘How inexpensive is it for immediately’s faculty college students to change into good-looking?’ (男大学生变帅成本有多低) attracted over 500,000 likes. Picture: Douyin screenshot

Douyin’s social promoting enterprise mannequin is seamlessly closing the loop from client curiosity to transaction. The app is maturing as a gross sales channel, approaching the dimensions of China’s e-commerce giants Tmall and Taobao.

Feigua knowledge exhibits that within the first half of 2023, the gross merchandise worth (GMV) of males’s make-up bought through Douyin surged 365 % yr on yr – Tmall and Taobao mixed achieved 6.7 % progress in the identical interval.

“Our Douyin gross sales have grown at a powerful tempo, shortly changing into a contender to overhaul our Tmall gross sales,” says Shane Carnell-Xu, founding father of British male magnificence label Shakeup, which beat L’Oréal by one place to take fifth place on Douyin’s H1 2023 high 10 best-selling mens cosmetics record.

Right here, Jing Each day explores Douyin’s male magnificence shoppers demographics and psychographics and investigates how manufacturers can engineer success on the platform.

C-labels outperform world manufacturers

Chinese language male magnificence manufacturers are shortly increasing on the quick video app.

Home labels like Refresh (珂岸), Bufflab, and Lilbetter claimed seven spots on Douyin’s high 10 best-selling mens’ skincare record, whereas worldwide manufacturers Shakeup, L’Oréal, and Mentholatum took three locations. 

Home labels like Refresh (珂岸), Bufflab, and Lilbetter claimed seven spots on Douyin’s high 10 best-selling mens’ skincare record. Picture: Refresh Weibo

Male shoppers’ skincare behaviors are nonetheless on the entry degree of primary every day care routines, Lin Lin Jacobs, CEO of China Worldwide Magnificence Expo, tells Jing Each day.

Each worldwide and native merchandise’ qualities and SKUs are related on this class. 

“Advertising and marketing, packaging, and pricing are Chinese language males’s high concerns. Demand for every day care is growing amongst youthful generations of Chinese language males,” says Lin.

Home manufacturers’ inexpensive worth factors and aggressive advertising and marketing methods are the right match for male first-time patrons of magnificence merchandise, who’re impressed by male bloggers’ movies and resolve to attempt skincare, beginning with a small finances. 

“Native gamers have a aggressive pricing benefit since their merchandise are developed, manufactured, and marketed inside China. This localized method results in decrease prices for uncooked supplies and logistics. Moreover, promoting merchandise throughout the nation ensures a extra secure provide chain and environment friendly distribution, decreasing bills associated to time and labor,” says Franklin Chu, US managing director of Azoya, an company that helps manufacturers get established on China’s e-commerce platforms. 

There’s a good break up of men and women on Douyin, and round 67.1 % of customers have a month-to-month earnings of $700 (5,000 RMB), so worth is the first influencing issue of their decision-making course of. 

Male skincare patrons’ profiles

Final yr, 70 % of males’s magnificence purchases had been made by ladies, in response to a 2022 report from Xiaohongshu. However male patrons have caught up, now accounting for half of male cosmetics purchasers on Douyin.

“The shoppers within the preliminary phases of skincare discovery are likely to favor primary merchandise, comparable to shavers, sunscreens, and lotions. However, prospects in tier-one cities present a larger curiosity in specialised and superior skincare gadgets, comparable to eye concentrates, facial concentrates, and pores and skin toners,” says Azoya’s Chu.

Make Sense is the tremendous new star of Alibaba Tmall. Picture: Make Sense Weibo

“We noticed that younger Gen Z shoppers who wish to look good and really feel assured within the workplace or college are additionally the largest client base,” Chu provides. 

On Douyin, matters comparable to ‘Boys’ plain make-up’ (男生伪素颜), a pure kind of make-up that doesn’t reveal cosmetics have been utilized, has over 20 million views. Nude-tone foundations and concealers are most in-demand, beating out shiny and colourful cosmetics.

The typical age of the male make-up person is between 18 and 30. This group accounts for 65 % of complete male make-up patrons, greater than half of whom are positioned in third or lower-tier cities, the place incomes are decrease than in top-tier cities. 

Therefore, the common worth of a male magnificence product on Douyin is $9.7 (69.2 RMB), considerably decrease than on different platforms like Tmall and JD.com. 

“The event stage of male magnificence in China immediately is like South Korea’s 5 to eight years in the past. Folks will progressively shift to premium manufacturers,” says Chu. 

Efficient advertising and marketing methods 

As a result of male skincare and cosmetics classes are but to go mainstream, male magnificence manufacturers are prioritizing market growth by reaching and educating a wider viewers. 

Cooperating with KOLs has confirmed to be a fast and efficient technique for companies that wish to scale up model consciousness. These influencers are essential for spreading data about magnificence routines.

“Make-up or skincare tutorials, movies of earlier than and after that instantly present outcomes, and content material centered on issues and options comprise the everyday content material matrix for constructing a male make-up and skincare model on Douyin,” says Chu, who provides that male creators are important as male patrons extra simply determine with them than feminine creators. 

British male magnificence label Shakeup beat L’Oréal by one place to take fifth place on Douyin’s H1 2023 high 10 best-selling mens cosmetics record. Picture: Shakeup Weibo

Resonance can also be key. Native manufacturers boast a extra refined understanding of Chinese language tradition and are extra down-to-earth, each of which play pivotal roles within the storytelling course of and make it simpler for these manufacturers to resonate with shoppers. 

“As an illustration, Chinese language male magnificence model Make Sense (理然) collaborated with respected livestream anchor Luo Yonghao for product endorsement. Throughout the first two hours of his livestream, Luo had acquired a powerful 10 million views,” says Chu.

However for high-end male skincare manufacturers, people who cement their status and model authority will present shoppers with a cause to belief them and purchase their merchandise. 

“Douyin’s Employees class (职人) permits professionals, together with hairdressers, beauticians, and health and wellness instructors, to distribute their suggestions for services and products. Premium merchandise can have an opportunity to shine of their skilled and insightful content material,” says Lin.

Although Tmall and Taobao stay the first channels for many companies, Douyin Magnificence is catching up. Subsequently, a presence on all of the platforms is usually preferable. 

“For us, it’s all in regards to the multichannel method, in a post-Covid world the place the market is way more fragmented and shoppers way more cautious with their spending,” says Shakeup’s Carnell-Xu, who depends on native companies’ experience to function its on-line enterprise in China.