Paper Topic:

Men cosmetics in China

ABSTRACT

This study aims to explore the feasibility of introducing men 's cosmetics in China , by taking into consideration the growing economic success of various consumer brands in the market . With levels of consumer acceptance of men 's cosmetics still at a low point , the essential factors and areas for development need to be addressed in to find the correct avenues , strategies and communication

Extensive research in industry , cultural and consumer behavior , current brand histories and performance , and implemented advertising and marketing campaigns were made to identify the possible venues where

br men 's cosmetics may be in need of improvement or change - which resulted in detailed findings that may be required in future efforts

The men 's cosmetics industry in China may be energized by a modification in target audience . While keeping males as the primary market , there is an obvious need to address women as well , within their roles as decision-makers in the buying process for their partners consumer needs . The traditional Chinese sensibility towards gender-oriented societal roles plays a significant part in this conclusion , for Chinese males are still being introduced to formerly female-dominated fields such as cosmetics

INTRODUCTION

The Chinese market , while exhibiting great potential for economic spending and growth owing to its population and income , has yet to reach its saturation point . Compared to other global brands that have achieved significant success in the Chinese market , the cosmetics industry still has to explore its potential . Taking this into consideration , the probability of success of men 's cosmetics may pose an even bigger predicament - unless the right evaluation and marketing tools are utilized

This study is made to examine the viability of men 's cosmetics in China , through a discussion of historical information and current brand performance . Cultural values , self-image , personal care habits , media influences , and advertising communication are tackled individually , with the information culled brought together to define a conclusion that would best address the issue of men 's cosmetics success in China

The evaluation and assessment of past and present factors , as well as documented strategies and performance of international cosmetics brands have formed the conclusion that targeted advertising and marketing may produce the needed response . By talking to both men and women acceptance of men 's cosmetics may be realized - considering the role of women as decision-makers , with much more experience in this field Perhaps men would eventually reach independence in purchasing cosmetics in the future

butcurrently the task is still relegated to their female partners

INDUSTRY CONTEXT

I . Background and Problem

Cosmetics is now becoming our daily needs . Everyone wants to be pretty It is such a trend that people all over the world are spending more and more money to follow the fashion . And models , fashion shows , magazines and all sorts of fashionable things attract our eyeballs . Cosmetic is the essential of fashion and it is a symbol of our modern lifestyle Cosmetics has always been loved by women since from the very beginning However , with the developing of our society...

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