Where is the male beauty market now?
How are men and beauty related?
What do men who consume beauty care about?
On Douyin, almost everyone has seen a "transformation" video.
It was a Douyin expert named "Wang Leilei". With the rhythm of the magical music, a man with swollen eyes, a mediocre appearance and even "unsightly", who looked like he hadn't washed his hair for a week, changed instantly. He has become a handsome man who resembles Korean star Lee Jun-ki.
Beauty market ushered in "male sex era"
Image source: Douyin@王雷雷
The video garnered more than 1.37 million likes, 46,000 comments, and 90,000 retweets, while triggering a series of parody and spin-off videos on Douyin.
In fact, not only on Douyin, but now these "little brothers" images with bright eyes, white teeth and exquisite makeup have long been seen on phone number list any social platform.
Behind this is the change in the concept and aesthetics of the new generation of consumers, and it is also the apparent feature of the increasing correlation between men and beauty under the rise of the "other economy".
1. Across the "first year" of growth, male beauty has ushered in a big explosion
2018 is known as "the first year of male beauty". In this year, male beauty has ushered in rapid growth both in terms of public opinion and consumption.
The "2018 China Fashion Beauty Trend Report" shows that in 2018, taking the Weibo platform as an example, the number and growth rate of male users who are interested in beauty makeup have increased significantly compared with 2017.