In Thailand, where consciousness of skin care among men is the highest in Southeast Asia, there is high demand for men's skin care products made in Japan.
＜ TOPICS ＞
- In Japan, many men have no skin troubles; however, in Thailand, many men in their 30s and 40s have oily skin.
- In Japan, there is little use of skin care products other than by some men who are using toner; however, in Thailand, there is high use of a wide variety of skin care items and cream in particular.
- In Japan, many men have no preference between men’s and women’s skin care products; however, in Thailand, there is demand for men’s skin care products．
- In Thailand, men in their 20s and 30s tend to frequently gather or post information about skin care on social media.
Survey outline
| Research name | Southeast Asia Men's Skin Care Survey [Usage/Purchase Edition] |
|---|---|
| Target criteria | [Gender] Male [Age] 20-49 years old [Region] Residents of Japan, Indonesia, Thailand, Philippines, Vietnam, Singapore or Malaysia |
| Subjects | ・Skin type ・Skin troubles ・Measures to deal with skin troubles ・Grooming/skin care frequency (by product category) ・Skin care product purchase location ・Skin care product purchase price ・Deciding factor for skin care product purchase TOP3 ・Source of information about skin care products ・Currently used products: Men's or women's products? ・Preference between men‘s and women’s skin care products ・Intention to purchase skin care products manufactured in each country ・Frequency of gathering information about skin care on social media ・Frequency of posting information about skin care on social media ・Frequency of posting your own face and fashion on social media |
| Sample size | 2,100 samples |
| Quota | Equal allocation by age group × country |
| Research period | May 11, 2022 (Wed) to May 28, 2022 (Fri) |
| Research method | Online questionnaire |
| Research institution | ASMARQ Co., Ltd. |
Skin type
- Question
-
- Q1. What is your skin type? (Select one only)
Skin type by country in Southeast Asia?
Many men in Japan, Indonesia, the Philippines and Malaysia have "normal skin" while many men in Vietnam have "oily skin".
In Thailand and Singapore, a large proportion of men in their 20s have "normal skin" while a large proportion of men in their 30s and 40s have "oily skin".
Grooming/skin care frequency (Toner/lotion)
- Question
-
- Q6. How often do you do the following grooming or use the following skin care products? (Select one only for each item) [Toner/lotion]
Frequency of use of toner by country in Southeast Asia?
The proportion of men who don’t use toner is largest in Japan. Over half of men in each country other than Japan are using toner, and the particularly large proportion of men in Thailand who are using toner at least once a day stands out.
In Japan and Malaysia, the use of toner increases inversely with age. And in Singapore and Vietnam, use of toner is particularly high among men in their 30s.
Grooming/skin care frequency (Cream)
- Question
-
- Q6. How often do you do the following grooming or use the following skin care products? (Select one only for each item) [Cream]
Frequency of use of cream by country in Southeast Asia?
30% or more of men in each country other than Japan are using cream at least once a day. Usage is particularly high among men in their 20s and 30s in Thailand.
In Japan, there are many men in each age group who are not using cream.
Preference between men's and women's skin care products (Cream)
- Question
-
- Q16. Which skin care products would you prefer to use: women's products or men's products? (Select one only for each item) [Cream]
Which type of cream is in demand: Men's products or women's products?
Many men in Japan and Malaysia "cannot say either way"; however, men in each of the other surveyed countries would prefer to use "men's products".
The score for "women's products" is relatively high in Vietnam, compared with the other countries.
Intention to purchase skin care products manufactured in each country
- Question
-
- Q17. [TOP2] How much do you want to purchase the skin care products of manufacturers from the following countries?
"Which country's skin care products are popular? "
In each country other than Japan, we see that skin care products made in "Japan" and "South Korea" are popular while few men want to purchase products made in "China". Domestically-manufactured products are also popular in each country.
Japan stands out in that men do not want to purchase products other than those made in Japan.
Frequency of gathering information about skin care on social media
- Question
-
- Q18. We would like to ask you about your use of social media. How often do you gather and disseminate information about skin care on social media? (Select one only for each item) [Gathering information]
Do men gather information about skin care on social media?
Many men in Japan do not use social media, and of those who do, the majority do not gather information about skin care on social media. On the other hand, the use of social media to gather information about skin care is common in the other countries and men in their 20s and 30s in Thailand, the Philippines and Vietnam tend to gather information with particularly high frequency.
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The men’s skincare market is attracting attention these days as the women’s skin care market is said to have peaked. In Japan, the skin care market for men is steadily expanding and has increased in size even during the COVID-19 pandemic. The keyword “men’s beauty salon” has also tripled in search popularity in Google Trends compared to five years ago, and this is evidence that men are becoming more conscious of skin care.
The men’s skin care market is expanding in Japan, but what is the situation overseas? We conducted a survey to compare the situation of men’s skin care in Japan and Southeast Asian countries (Indonesia, Thailand, Philippines, Vietnam, Singapore and Malaysia).
In this report, the [Usage/Purchase Edition], we clarify the practice of skin care as well as the usage/purchase of skin care products in each country.