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Understanding Male Grooming Trends in China

Industry: FMCG
Market: China
Language: Chinese (Mandarin)
Methodologies: Audience Segmentation, Horizontal Scanning, Social Listening

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  • Our client, a beauty brand specialising in skincare for men, wanted to expand its footprint in the Asia-Pacific (APAC) region.
  • They needed to gain a holistic view of male beauty consumers, covering their skincare habits, social media usage, purchase decision-making process and behavioural patterns in their online interactions with skincare brands.
  • This case study shows how we combined horizontal scanning and STEEP analysis to help the client gain a 360-degree view of China’s grooming sector and its consumers, to support their APAC go-to-market strategy.

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