2016-2017男士化妆品行业百度搜索报告（英文版）_17页_2mb

Men Cosmetic Industry Baidu Search Report Summary (2016-2017)

Core Content

This report provides an overview of the search trends and behaviors in the men's cosmetic industry from 2016 to 2017, based on Baidu search data. It highlights the growing interest in men's skincare and makeup, along with the increasing demand for tailored, specific, and high-tech products.

Main Points

• Search Volume Growth: The search volume for men's cosmetic products has been increasing over the past two years, indicating a rising interest in men's beauty and grooming.
• Brand Awareness: Only 24% of queries are brand-related, suggesting that male consumers have limited brand knowledge and require more education in this space.
• Generic Queries Dominance: Non-brand keywords make up the majority of searches and continue to grow, reflecting a desire for general industry information.
• Skincare Focus: Most male consumers are interested in skincare products, with a significant increase in searches for men's makeup in the past year.
• Product Trends: The top searched skincare products remain cleansers, masks, and toners, while new products like eyelash growth serum, cushion, and lipstick show notable growth.
• Specific Needs: Men are increasingly looking for products tailored to their specific skin concerns, such as acne, wrinkles, and oily skin.
• High-tech Products: There is a growing openness to high-tech solutions like laser treatments, IPL photorejuvenation, and whitening injections.
• Attention to Appearance: Men are becoming more concerned about their appearance, particularly with regard to eyebrows, which have seen a significant increase in search interest.

Key Information

Search Trends

• Overall Growth: The search volume for men's cosmetics has shown steady growth, with a 30% YOY increase in the men's cosmetic category.
• Mobile Usage: Mobile searches account for 85% of the total, indicating a strong mobile-first behavior among male consumers.
• Search Content: Generic non-product related queries dominate, with a high growth rate, showing that men are more interested in general beauty information than specific product brands.

Skincare Trends

• Top Skincare Products: Cleansers, masks, and toners are the most searched skincare products.
• Skincare Functions: The top skincare functions include cleansing, oil-control & anti-acne, and whitening & anti-freckle.
• Growth Functions: Face-lifting has the highest growth rate (85% YOY), followed by anti-aging (49% YOY) and whitening & anti-freckle (33% YOY).
• Skincare Needs: Men are increasingly focusing on specific skincare needs, such as acne treatment and oil control.

Makeup Trends

• Makeup Growth: Overall makeup product related keywords increased only 1%, but non-product related keywords showed a significant increase (98%).
• Top Makeup Products: BB cream, lipstick, and eyeliner remain the top searched products, while eyelash growth serum, cushion, and lipstick have seen rapid growth.
• Lipstick Growth: Lipstick searches increased by 31%.
• Eyelash Growth Serum: This new product saw a 610% increase in searches, indicating strong consumer interest.

Future Trends

1. Tailor Made Products: Men are seeking products specifically designed for their skin type and needs, with a 17% YOY growth in searches for men-specific products.
2. Specific Needs: Search content is becoming more specific, reflecting a deeper understanding of skincare and makeup requirements.
3. High-tech Solutions: High-tech treatments like laser and IPL are gaining popularity, with significant YOY growth rates.
4. Attention to Look: Men are increasingly concerned about their appearance, particularly eyebrows. Searches related to eyebrows increased by 114%, and eyebrow tattooing (纹眉) and eyebrow planting (植眉) showed substantial growth (291% and 109% respectively).

Conclusion

The men's cosmetic industry is experiencing significant growth and transformation. Male consumers are becoming more informed and specific in their search behaviors, focusing on basic skincare products and exploring new, high-tech solutions. There is a clear shift towards tailored products and a growing interest in appearance, particularly in eyebrow-related searches. This indicates an opportunity for brands to provide more specialized and innovative products to meet the evolving needs of male consumers.