REPORT
Insight
In-depth survey of 607 men who are interested in beauty! Realistic reality this and that＜ampule magazine Vol.07＞
This survey was excerpted from the June 2023 issue of ampule magazine Vol. 07.
To read the corresponding article and the full magazine, please visit the back issues of the electronic version of ampule magazine.
▼ampule magazine
https://ampule.jp/magazine/
ampule magazine Vol.07「The Truth About Men’s Beauty」
The theme of “ampule magazine Vol. 7” is “The Truth about Men’s Beauty. With contents such as “Self-Producer,” “Beauty Geek Men,” and “Men’s Attitude Survey,” we delve deeper into men’s beauty, which has now become commonplace.。
<Survey Summary>
Survey by Trenders
Survey period: January 20, 2023
Survey population: 607 men in their 20s-60s who responded in a preliminary survey that they were interested in beauty.
Method: Internet survey
1th: YouTube (46.6%)
2th : TV (40.9%)
3th: Twitter (33.6%)
4th : Instagram (28.3%)
5th : Word of mouth from friends and acquaintances (23.4%)
＼single word／
YouTube is No. 1 for generations from 20s to 50s, and No. 2 for those in their 60s.
Only for men: 45.9
Use non menswear: 30.2%.
Use both for men and not for men: 23.9%.
＼single word／
Majority of respondents use “not for men’s wear
Yes：39.9％
＼single word／
The overall percentage is about 40%, but when narrowed down to those in their 20s and 30s, the majority of respondents have “experienced” this.
10early teens：4.1％
10late teens：22.1％
20early teens：18.9％
20late teens：15.5％
30early teens：7.7％
30late teens：9.6％
40early teens：6.6％
40late teens：15.5％
＼single word／
Although most respondents in their late teens and twenties expressed interest, about one out of six respondents in their late forties or later also expressed interest.
However, about one in six respondents in their late 40s and onward expressed interest.
We interviewed the actual moment when everyone woke up to beauty! We gathered real voices from a wide range of ages.
●I have sensitive skin that tingles every time I wash my face or shave. When I learned that menthol is not good for the skin, I started to choose a cleanser that is gentle to the skin (Satoshi Matsumoto, 30s).
●I became interested in diet and physical health when I started to feel unwell (60s)
●I started because I was getting older and thought I would regret it if I didn’t do it now, considering my future (40s)
●I was told that too much dry skin causes oiliness (Kento Tsuchihashi, in his 20s)
●I started skincare when I was in high school because of my dry skin. A girlfriend I was dating at the time introduced me to a recommended product (30s).
●I became aware of it when I got married (Mr. Masashi Watanuki in his 40s)
●After I got married and started living with my wife, I started watching her daily care closely. I also noticed a change in my own skin quality. (20s)
●I heard on TV and Instagram that men are more concerned about beauty (30s)
●On the train on my way home from work, I saw an ad for a cosmetic dermatology clinic. I somehow got rid of a blemish that had been bothering me for a long time, and it became fun to look in the mirror★(60s)
One of the most common reasons men became interested in beauty was love and marriage. Many were influenced by the opinions of their partners. This trend seems to be especially true as the age of the respondents increases, with approximately 30% of those in their 60s answering “word of mouth from partner or family” as the source of beauty information. Younger generations are more likely to gather information through SNS and other media, but many share beauty items with their partners. Thus, the point at which men’s beauty motivation is stimulated may be more “outside the target” compared to women. In the marketing of men’s beauty products, it is likely that a PR perspective on what kind of atmosphere to create in the world as a whole will become more important.
Trenders Inc.
Planner / SNS Analyst
Yukina Sato
After working as a content planner at a web production company, Yukina Sato joined Trenders K.K. in 2014. Currently, as a communication planner, she provides marketing support to a wide range of industries including food and cosmetics, and specializes in analyzing consumer insights and SNS trends.
