Chinese men are abandoning traditional notions of masculinity to become some of the world's most avid consumers of skincare products.
The shift highlights the willingness of Chinese consumers to experiment with new products and the need for western brands to localise their product line, cosmetics industry experts say.
L'Oréal, the French consumer group and one of the leading cosmetics groups in China, says the market for men's skincare products in the country rose 27 per cent last year and has been rising at a rate of 40 per cent this year – about five times the growth rate for women's skincare products.
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