最高暴增229%，男士“美妆”的春天终于来了

Core Insights - The men's beauty market is experiencing significant growth, with a focus on reaching male consumers aged 15 and above as a key demographic for brands like L'Oréal [1][2] - The market is witnessing a "new cycle" characterized by a shift in consumer preferences and the emergence of new brands, while traditional players face challenges [3][14] Market Performance - In the first eight months of the year, the men's beauty sector achieved a total transaction value of 60.35 billion yuan, with a year-on-year growth of 10.39% and a transaction volume increase of 33.47% [6][7] - The men's hair care segment saw a remarkable increase in transaction value by 122.75%, while men's foundation products surged by 228.78% [7][10] Consumer Trends - Social media engagement around men's beauty topics is rising sharply, with "men's skincare" videos reaching 12.24 billion views on Douyin and "men's makeup" videos hitting 7.59 billion views [4] - The demand for diverse beauty products among men is growing, with an increasing number of men incorporating items like anti-aging serums and makeup into their routines [3][20] Brand Dynamics - The competitive landscape is shifting, with 9 out of the top 20 brands experiencing a decline in sales, while brands like 韩束 (KANS), SAZA, and 清扬 (Qingyang) are achieving exponential growth [14][19] - L'Oréal, Ocean Supreme, and 左颜右色 (Left and Right Color) are leading the market, with L'Oréal's sales declining by 4.16% while Ocean Supreme grew by 48.46% [12][19] Future Outlook - The men's skincare market is projected to reach 170 billion yuan in 2024, with a compound annual growth rate of 11% expected to drive the market to 292 billion yuan by 2029 [3] - The trend towards multi-functional products is evident, with brands like 韩束 and 左颜右色 responding to the demand for products that serve multiple purposes [20][23] Innovation and Development - Brands are increasingly focusing on product innovation and brand building to capture market share, with a notable emphasis on research and development [30][31] - The competition is expected to intensify as brands expand their product lines and enhance their technological capabilities to meet evolving consumer needs [30][31]