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MEN'S GROOMING IN CHINA

07 Jun 2011

HEADLINES
19% current value growth from 2009 to RMB4.6 billion in 2010 New consumers enter while existing consumers trade up Mens skin care sees most dynamic current value growth of 34% in 2010 Constant value unit price declines in 2010 Procter & Gamble loses two percentage points in value share but retains lead with 23% share in 2010 13% constant value CAGR expected for forecast period

COMPETITIVE LANDSCAPE
Procter & Gamble was the leading player in mens grooming products in 2010, accounting for a strong 23% value share. The company owes its lead mainly to its dominance of mens shaving, accounting for 68% value share in mens pre-shave in 2010 and 72% share in mens razors and blades with its mid-priced Gillette and economy Flying Eagle brands. Gillette is regarded as a high quality brand and benefits from strong advertising support in the country. 2010 for example saw TV advertising timed to coincide with the Chinese New Year and Valentines Day, with this targeting urban men in their 20s and linking appearance to romantic success. Procter & Gamble also benefits from the strength of the well-advertised Head & Shoulders for Men brand, which ranked second in mens hair care in 2010 with 15% value share. Procter & Gamble however lost over two percentage points in value share in 2010 over the previous year, despite achieving a strong current value sales growth of 8%. Mens shaving continued to see good growth in 2010 and Procter & Gamble gained share in this product area thanks to widening distribution and strong marketing. However, the company suffered due to a weak overall presence in mens toiletries, which eclipsed mens shaving in terms of current value growth in 2010 over the previous year. This was perhaps the impetus for the companys entry into mens skin care in 2010.

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NATIONAL BRAND OWNERS AND THEIR BRANDS

Company Name (NBO) Amway (China) Co Ltd Este Lauder (Shanghai) Commercial Co Ltd Hangzhou Mary Kay Cosmetics Co Henkel (China) Co Ltd Kao (China) Holding Co Ltd L'Oral China Mandom (China) Cosmetics Co Ltd Mentholatum (Zhongshan) Pharmaceuticals Co Ltd, The Nanjing Jianong Chemical Co Ltd Nivea (Shanghai) Co Ltd Procter & Gamble (Guangzhou) Ltd Schick (Guangzhou) Co Ltd Shanghai DHC Business Co Ltd Shanghai Jahwa United Co Ltd Shiseido China Co Ltd SIN-Bodylife Curative & Biology For Beauty Industrial (Guangzhou) Co Ltd Unilever China Ltd
Source: Passport by Euromonitor International

Brand (GBO) Tolsom (Amway Corp) Clinique for Men (Este Lauder Cos Inc) Mary Kay Men (Mary Kay Inc) Fa Men (Henkel AG & Co KGaA) Men's Bior (Kao Corp) Biotherm Homme (L'Oral Groupe), Garnier Men (L'Oral Groupe), L'Oral Men Expert (L'Oral Groupe), Lancme Homme (L'Oral Groupe) Gatsby (Mandom Corp) Bodyice for Men (Rohto Pharmaceutical Co Ltd), Mentholatum for men (Rohto Pharmaceutical Co Ltd), Mentholatum Men's (Rohto Pharmaceutical Co Ltd) Tjoy for men (Nanjing Jianong Chemical Co Ltd) Nivea for Men (Beiersdorf AG) Flying Eagle (Procter & Gamble Co, The), Gillette (Procter & Gamble Co, The), Head & Shoulders for Men (Procter & Gamble Co, The) Schick (Energizer Holdings Inc) DHC (DHC Corp) adidas (Coty Inc), adidas for men (Coty Inc), gf (Shanghai Jahwa United Co Ltd) Aupres JS (Shiseido Co Ltd), Uno (Shiseido Co Ltd) Your Life (SIN-Bodylife Curative & Biology For Beauty Industrial Co Ltd) Clear for men (Unilever Group), Rexona for Men (Unilever Group)

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FORECAST

DEFINITIONS AND METHODOLOGY

Men's Grooming This is the aggregation of mens shaving products and mens toiletries. Fragranced after-shave lotions offering no moisturising properties, which are alcohol-based and positioned primarily as a fragrance, are not included in this sector, but in fragrances. Methodology This report is derived from Euromonitor Internationals Passport information system. Industry research is carried out by a global team of more than 600 in-country analysts and is based on a core set of research techniques:
National-level desk research, company research and analysis, store checking, trade interviewing with national players and market analysis International-level desk research, multinational company research and analysis, trade interviewing with international players and market analysis

Euromonitor International 2011

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