Generation Z blew up the cosmetics market for men

When his girlfriend mentioned that she should pay more attention to her appearance, Yota Nakamura immediately went shopping. He is 22 years old and is a university student. But instead of clothes, he chose products like moisturizers and undergarments. Yes, it is all cosmetics.

These products are manufactured by Fiveism x Three, a famous Japanese cosmetic brand. Nakamura majored in neuroscience. Right now, he has some concerns about the future when he will become a psychological consultant in Tokyo. He wants to make sure he has the right foundation and other essential cosmetics.

“When I work, I will meet lots of customers. So I think it is better for me to wear a little makeup, ”he said. “It might be embarrassing to say you’re using lipstick, but with other things like foundation or foundation, no one will judge you.”

Nakamura is a prime example of the rise of Generation Z – the year of birth from the mid-1990s to the mid-2000s, the successive generation of the Y-generation, born and raised in an era when the notions of gender and masculinity are not as strict as they used to be. He is not the first to use makeup products. A few of his friends did the same thing.

In the past few years in Asia, many men have started using cosmetics and shopping for a variety of products such as concealer and moisturizer … These products are gradually taking We are pleased with the male customers in major markets in the world such as the US and China, creating a very potential opportunity for cosmetic companies.

Famous brands such as L’Oréal, Shiseido and Estée Lauder, as well as smaller brands and startups are gradually focusing on developing and promoting cosmetic products to target customers. men, when rigid gender views are gradually removed.

“There is nothing wrong with that, Generation Z will make men’s cosmetic products popular, and traditional customers will accept that as well,” said Yasushi Ishibashi, president of Acro Inc, Fiveism brand management company under parent company Pola Orbis Holdings.

“There are still protests from the previous generation,” he said. “They think that is disgraceful, and we need to change their minds.”

It has been 2 decades since the word “dusty charisma” appeared in the dictionary. Young people today born and raised around them are male artists along with influential people on social networks who have millions of followers on Instagram. They all consider makeup as an integral part of everyday life.

Now it is not just the famous artists like Price and David Bowie, but anyone who works for the eye-catching appearance uses cosmetics. French President Emmanuel Macron was involved in a scandal in 2017 when he was accused of using more than $ 10,000 a month in taxpayer money to hire makeup artists, but the scandal didn’t stem from his makeup too much.

This is still a very primitive market. Market research firm JUV Consulting estimates that the market for men’s makeup products will reach only US $ 1.14 billion in 2019, accounting for a very small portion of the total US $ 71 billion of the market value.

“We are confident that this is a very close and even conservative prediction,” said Jacob Chang, a research allocation school at JUV, which is focusing on marketing strategies for the world.