Datacom Co., Ltd. One in four men said they wanted a men’s Christmas coffret! ? In men’s cosmetics, the intention to use fragrances and body care items is increasing! Is there a shift from cosmetic care to “invisible care”?

[Datacom Co., Ltd.] One in four men said they wanted a men’s Christmas coffret! ? In men’s cosmetics, the intention to use fragrances and body care items is increasing! Is there a shift from cosmetic care to “invisible care”? ​
Datacom Co., Ltd. Press release: November 28, 2024 Is demand for Christmas coffret for men increasing? Approximately 9% of people have purchased it, and 1 in 4 people said they wanted it this year! The key to expanding the men’s cosmetics market is not just care but also “self-expression” use! [Survey on the use of men’s cosmetics by men in their 20s to 40s]
https://prcdn.freetls.fastly.net/release_image/126910/86/126910-86-7b36e3ff5a11e6ef257ba6e13b18f53d-2401×1261.png Datacom Co., Ltd. (Headquarters: Sendai City, Miyagi Prefecture, Representative Director: Shuichi Onodera), which develops and provides package systems including product and customer analysis solutions specialized for the retail industry, is a company with employees in their 20s to 40s. We conducted a survey regarding men’s use of men’s cosmetics and Christmas coffret. [Investigation background] The market for men’s cosmetics is expanding year by year, due in part to increased awareness of personal appearance after the coronavirus pandemic and the influence of male Korean idols. According to a survey by INTAGE Inc.*, the number will increase approximately 1.5 times over the five years from 2017 to 2022. In response to the increasing demand for men’s cosmetics, we conducted a survey to find out market trends for men’s Christmas coffret ahead of the Christmas season. *Source: Intage Co., Ltd. Press Release “Men’s cosmetics market continues to grow even post-corona” From an article published on September 14, 2023 [Summary of survey results] ・40.3% are interested in men’s cosmetics ・The most used products are “face skin care products” ・The impression of men’s makeup is clearly divided into 30% positive and 30% negative ・64.3% of people use men’s cosmetics to “care for skin problems” ・Only 8.9% have purchased Christmas coffret ・One in four people say they want a Christmas coffret this year *In this survey, men’s cosmetics include face skin care, body care, makeup, fragrance, etc. ■ 40.3% are interested in men’s cosmetics
https://prcdn.freetls.fastly.net/release_image/126910/86/126910-86-7b426137669d5607e2fe1b77bc4ae099-2401×1261.png When asked about their interest in men’s cosmetics, 15.0% said they were “very interested” and 25.3% said they were “somewhat interested,” meaning 40.3% of the respondents were interested.
https://prcdn.freetls.fastly.net/release_image/126910/86/126910-86-96a883ac4fcd3b7873705ce5a5d73eeb-2401×1261.png Also, when looking at the level of interest by age group, the results showed that a higher percentage of people in their 20s and 30s were interested than in their 40s. ■The most used are “face skin care products”
https://prcdn.freetls.fastly.net/release_image/126910/86/126910-86-a29701c44db00a4f0a8612e9bac0f592-2401×1261.png When it comes to men’s cosmetics that they currently use/want to use in the future, the most common answer is “face skin care.” However, contrary to the excitement seen in stores and on TV commercials, the result remained in the 30% range. Furthermore, the intention to use the service in the future is lower than the current level. Since there are many all-in-one products on the market that combine cosmetics and emulsion, many people may find face skin care to be a chore. On the other hand, the intention to use other items in the future is higher, with “Body Care” gaining 6.7pt and “Fragrance” 5.6pt. Approximately half of those who currently do not use “body care” or “fragrance” but would like to use “face skin care” in the future were using “face skin care.” It seems that those who approach skin care with interpersonal relationships in mind are moving toward a new stage of “invisible care.” ■Impressions towards men’s makeup are clearly divided into 30% positive and 30% negative
https://prcdn.freetls.fastly.net/release_image/126910/86/126910-86-809193cfeec2c559a2d8f4c6ab78e91e-2401×1261.png Also, although only about 10% of respondents used makeup,
approximately 30% of respondents had a positive impression of men’s makeup. There are a certain number of people who view makeup positively, even if they don’t do it themselves. On the other hand, opinions about men’s makeup seem to be evenly balanced, with about 40% being neutral and 30% being negative.
https://prcdn.freetls.fastly.net/release_image/126910/86/126910-86-a56f322e499ab6d97f0caa5e7cd64a8e-2401×1261.png Looking at the differences by age group, the younger the generation, who are likely to have more opportunities to come into contact with information about men’s makeup on SNS, the lower the percentage of respondents who answered “I don’t have anything in particular.” While there are many people in their 20s who are positive, the number of people who are negative is also the highest among the three
generations. Many people have strong opinions because they see and hear information about people who wear makeup and whether it’s good or bad. ■64.3% of people use men’s cosmetics to “care for skin problems”
https://prcdn.freetls.fastly.net/release_image/126910/86/126910-86-1390aff8d7e003a34813ce48cb8d1437-2401×1261.png When we asked people who use men’s cosmetics about their purpose, an overwhelming majority (64.3%) answered “to care for skin problems.” The runner-up, “I want to be popular with women” and “I’m concerned about how I look at work or at events,” answered only around 30% of respondents, and men’s makeup currently removes negative elements. That seems to be the main purpose. In order for men’s makeup to become more popular in the future, getting consumers to understand the positive aspects of wearing it in social situations may be an important key. ■ Only 8.9% have purchased Christmas coffret
https://prcdn.freetls.fastly.net/release_image/126910/86/126910-86-8a35a3c0ebcedb354d6f766f6862a3c7-2401×1261.png Regarding the purchase experience of men’s Christmas coffret, 91.1% have never purchased it, and only 4.2% purchase it every year, indicating that it has not yet become widespread. However, among those who have never purchased one, there are a certain number of people who say, “I don’t buy it, but I have received it before,” so it can be said that there is a demand for it as a gift.
https://prcdn.freetls.fastly.net/release_image/126910/86/126910-86-9bc187b353fa9e973a76c1f8c66bb52d-2401×1261.png Furthermore, when looking at each age group, there was a tendency for the younger the generation, the higher the percentage of people who had purchased or considered purchasing. ■One in four people say they want a Christmas coffret this year
https://prcdn.freetls.fastly.net/release_image/126910/86/126910-86-26b0c2986da51767b7333dab503ff664-2401×1261.png When asked if they wanted a Christmas coffret this year, 1 in 4 people, or 24.4%, answered “yes.” While many people said they had never purchased one, there was a desire to get one this year, which suggests that the demand for men’s Christmas coffrets is gradually increasing. Based on the results so far, it can be said that the culture of men enjoying cosmetics is still in its infancy, and the demand is mainly for skin trouble care. However, if it were to be established on the same level as fashion as a social element, I think there would be more interest in cosmetics and, by extension, Christmas coffret. When giving a Christmas coffret to your male partner, you can convey your feelings by politely mentioning that it is an item that supports self-expression. [Survey overview] Region: Nationwide Survey method: Questionnaire survey by QIQUMO Number of people surveyed: 360 men in their 20s to 40s Survey period: November 2024 *When posting survey results or analysis for this release, please write “Research by Datacom Co., Ltd.”