With increasing disposable income and an opener attitude towards global lifestyle trends, China has proved to be the biggest as well as fastest-growing market for luxury lifestyle products in beauty, personal care, and fashion…
Perfumes or cologne (a term for male perfumes) doesn’t stay outside the trend. Using perfumes in China has become popular for the past decade, even a part of the daily life for many young Chinese consumers.
Even though over 70% of Chinese perfume market share came from women in 2017 according to Forward-the Economist, Chinese men are catching up with the habit.
This article is dedicated to discussing marketing strategies to promote male perfumes in China.
Demand for male is spotted to be rising
Cai Xinxin stocks more than 15 independent perfume brands in his Minorité boutique in Shanghai
Young Chinese men are becoming more beauty conscious and confident to take care of their appearance.
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This July, male perfume was one of the most popular topics on the lifestyle platform XiaoHongShu (a.k.a. Little Red Book).
Hot community hashtags about what smells sexy on a man like “Bad boy scents (渣男香)” and “Girl-slaying scents (斩女香)” collected over 50k posts last month, and although male perfume has never been a part of traditional Chinese culture, the post-90 generation is showing a growing interest in perfumes.
In a report from VIP.com (唯品会Chinese e-commerce platform which focuses on cosmetics and clothing), the purchase rate of men’s beauty products increased from 16.7% in 2016 up to 42.9% in 2017.
Young male consumers nowadays are getting rid of the traditional image of a Chinese man and becoming more and more interested in cologne.
International brands should approach Chinese male consumers in the early phase of their cologne exploration journey.
Branding is decisive
Branding is, in general, a dead-or-alive matter in China. However, for perfumes, it is even more critical.