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Kevin Zhu, Research Analyst at Euromonitor, explains how the men’s grooming category in China was the most dynamic sector in all of beauty and personal care last year. Industry trends attribute the growth in this sector to the following categories:

  • Skin care
  • Hair care

The reasons for this dynamic growth are as follows:

  • Chinese Male consumers have become more comfortable in buying their own grooming products
  • Emotional advertising campaigns were launched by several large manufactures of men’s grooming products
  • New product developments in men’s grooming

As for future market development, Zhu states that he expects the men’s grooming sector will still grow over the next several years. Compared to the women’s personal care market in China, the men’s is still relatively undeveloped, meaning there is room for new products and innovation. As the male population in China continue to buy their own personal care products, affordable and widely distributed products are expected to grow the most.

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