Kao Corporation (Kao MK News)
[20 s men’s beauty consciousness survey] I don’t care if I find out! ? Present day beauty boy who expresses himself with men’s make-up Released on October 4th at Kao’s Consumer Information Development Department “Lifestyle Research”
Kao Corporation’s “Consumer Information Development Department” (* 1) regularly conducts surveys on the skin care behavior of men in their 20s. The latest survey found that along with the establishment of skin care behavior, there is a growing awareness of beauty, including base makeup. According to a survey of men in their 20s living in the Tokyo metropolitan area, about 9% of men have experience with makeup, and 4% of them use makeup at least once a week. Men’s make-up corners are being developed at major department stores, and there is an increase in the number of posts about make-up by men on social media. We will report on the “20s Beauty Boys (Makeup Boys)” (implemented in November 2021) in the Tokyo metropolitan area, which incorporates men’s makeup on a daily basis.
[Main points of the survey results]
The number of men in their 20s who want to have clean skin is increasing ●9% of people living in the Tokyo metropolitan area have experience with makeup. ● The reason to wear makeup is not only for “appearance”
● Make-up boys are also active in skin care
50/50 people said they don’t want to find out about their make-up. [Survey overview]
“Survey on Consumer Awareness and Behavior”
◎September 2012 / Internet survey / Unmarried men in their 20s living in the Tokyo metropolitan area / 174 people
◎ September 2020 / Internet survey / Unmarried men in their 20s living in the Tokyo metropolitan area / 161 people
“Survey on Men’s Beauty Consciousness and Behavior”
◎ November 2021 / Internet survey / 5,567 men in their 20s living in 1 metropolitan area and 6 prefectures (Tokyo, Saitama, Chiba, Kanagawa, Ibaraki, Gunma, Tochigi)
◎ November 2021 / Internet survey / Men in their 20s living in the Tokyo metropolitan area / 103 people who wear makeup at least once a week, 204 people who do not currently wear makeup (including those who have stopped makeup and have no experience)
◎ May-June 2021 / Online interview survey / Unmarried men in their 20s living in the Tokyo metropolitan area / 3 people who wear makeup more than 5 days a week
The number of men in their 20s who want to have clean skin is increasing In a survey asking about beauty and appearance, comparing 2012 and 2020, “I want to clean my face skin” (+12%) and “I want to clean my body skin” (+16%) are both more than 10%. It’s getting higher. Even with the same beauty and appearance, interest in beautiful skin is changing more than interest in hair, such as “want to have beautiful hair” (+8%) and “want to try a new hairstyle” (+1%). I understand this.
As a background, looking at the reasons why men in their 20s pay attention to fashion and appearance, in a survey in 2020, “as etiquette / consideration” (46%) and “want to be seen as cool” (35%). , “I don’t want to make people feel uncomfortable” (31%), followed by “I want to have confidence in myself” (24%), “I want to look healthy” (23%), and “It’s fun.” From “(22%)”, “I want to express my
individuality” (21%), etc., we can see the thoughts of young people who see their feelings and self-expression as one.
●9% of people living in the Tokyo metropolitan area have experience with makeup. As the purchase and interest in men’s makeup products increase, a survey of men in their 20s living in the Tokyo metropolitan area found that about 9% of men had makeup experience, and 4% of them used makeup more than once a week.
I heard that the reason I started wearing men’s makeup was mainly to hide skin problems such as acne and rough skin, and that I was interested in wearing makeup for school events and club activities. It seems that she started using concealer and BB cream to hide acne and pores out of concern that she wanted to “make a good impression and look clean” and “not make people feel uncomfortable”.
● The reason to wear makeup is not only for “appearance”
The top reasons for wearing men’s makeup were “want to have beautiful skin” (44%), “want to be seen well” (43%), and “want to look cool” (40%). Many reasons for emphasizing appearance were raised because they wanted to be seen well from the outside.
On the other hand, by wearing makeup, “I want to raise my mood” (34%), “I want to gain confidence” (33%), “I want to express myself” (25%), and “I have fun” (23%). And so on, there are also reasons to make up for yourself.
● Make-up boys are also active in skin care
Compared to men in their 20s who don’t wear makeup, men who want to have beautiful skin use all skin care products, with a high usage rate of more than 75% for lotions, milky lotions, creams, and serums. , It can be seen that there is a high awareness of beautiful skin, including skin care.
More than half of male makeup users use makeup more than 5 days a week, and the usage rate of base makeup such as foundation (49%), BB cream/CC cream (49%), and makeup base (46%) is high. In addition, more than 30% use eye makeup such as eyeshadow (38%), eyebrow (38%), and eyeliner (34%).
For information on how to choose products and correct makeup, it seems that there are many cases where they ask their girlfriends or mothers who are close to them. However, men’s skin is different from women’s, such as beard and sebum content, so the makeup products and methods used by women may not always apply. Therefore, even if they are interested, some people seem to have troubles such as “how to choose the product that suits them”, “the correct makeup method”, and “I don’t know who to consult”.
50/50 people said they don’t want to find out about their make-up. Interest in men’s make-up is growing, but there is still a strong stereotype that “make-up is something women do.” , 50% of people think that it is okay to be found out, saying, “You can be confident, it’s not something to hide.” In addition, in this survey, there was also a voice saying, “I’m sad if I don’t notice that I spend a lot of time putting on makeup.”
Men’s skin care behavior such as face washing and moisturizing has become established, and it is spreading to makeup behavior among some young people. In addition, there are some makeup boys who believe that makeup is not only used to hide their skin problems, but also to become the person they want to be, to gain confidence, and that makeup is essential for expressing themselves. .
It seems that there are more options unique to the era of
diversification, where people who want to wear makeup can enjoy makeup in their own way and enjoy it in their own way, regardless of gender, whether it is a woman or a man.
For details, please check the URL below.
▶Research on daily life Knowing the present and future of consumers “Self-expression through men’s makeup: Beauty boys in their 20s who want to have beautiful skin”
(Published in October 2022)
Men’s make-up is the next move to improve favorability
Now that men’s skin care is becoming established, the topic is spreading to men’s makeup. Some male university students now feel embarrassed to go to a convenience store without makeup. We asked Mr. Gaku Fujimura, a researcher of men’s beauty, about the changing awareness of men’s skincare and makeup.
▶Lifestyle research “Takujin Column”
*1 Kao Corporation “Consumer Information Development Department” https://www.kao.co.jp/lifei/about/
The Consumer Information Development Department conducts consumer research that focuses on the lifestyles of individual consumers, with the aim of realizing the Kao Group’s mission of contributing to the enrichment of people’s lives and cultures through Yoki-Monozukuri. increase. Through repeated observations and dialogues in daily life, we can read the “thoughts” that lie behind actions, such as the real intentions that do not appear in actions and obsessions that cannot be explained. is widely disseminated to society through the Kao website, Kao Lifestyle Research.
Kao “Lifestyle Research” https://www.kao.co.jp/lifei/
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