2024男性护肤市场趋势洞察

Investment Rating - The report indicates a strong growth potential in the men's skincare market, with an annual growth rate exceeding 24% [4]. Core Insights - The men's skincare market is experiencing significant growth, driven by products such as facial cleansers, creams, and serums, which are becoming essential for male consumers [2]. - The market size for men's skincare products has increased from 5.3 billion RMB in 2017 to 16.53 billion RMB in 2023, representing a substantial growth trajectory [4]. - The competitive landscape features both international giants and local brands, with emerging brands like Zuo Yan You Se successfully attracting young male consumers through targeted marketing and high-quality products [2][18]. Summary by Sections 1. Overview of Men's Skincare Market - The men's skincare market is projected to continue its upward trend, with a market size surpassing 20 billion RMB by 2023, and skincare products accounting for over 80% of this market [4][5]. - The market has seen a consistent increase in size, with a notable rise from 5.3 billion RMB in 2017 to 16.53 billion RMB in 2023 [4]. 2. Insights on Core Categories of Men's Skincare Products - Key product categories driving growth include facial cleansers, creams, and serums, with facial creams showing particularly strong growth [11]. - The demand for multifunctional products that address multiple skincare concerns is on the rise, reflecting a trend towards more complex formulations [2][38]. 3. Brand Performance and Social Media Trends - Social media platforms, particularly Douyin, have become crucial for brand visibility and consumer engagement, with a 102% year-on-year increase in related content [8][10]. - Zuo Yan You Se has emerged as a leading brand in the market, leveraging effective marketing strategies and product efficacy to gain traction among consumers [18]. 4. Consumer Behavior and Market Dynamics - The primary scenarios for product promotion include gifting during holidays and addressing specific skincare needs related to lifestyle factors such as fitness and work [16]. - The focus on product efficacy, such as oil control and hydration, is critical in influencing consumer purchasing decisions [28]. 5. Future Trends and Product Development - The trend towards simplified skincare routines is evident, with products designed to fulfill multiple functions gaining popularity [57]. - The report highlights the increasing importance of active ingredients in formulations, catering to diverse skin concerns such as acne and oiliness [38].