|
12 September 2007
Taipei
It’s all about looking good, even for men. According to the Nielsen Global Online Omnibus survey conducted in late 2006, 81 percent of people in Taiwan think ‘it is ok for men to spend time and money enhancing their appearances’, and nearly a quarter of male respondents admit they are spending much more than they used to on beauty products and treatments to enhance their appearance.
The booming men’s personal care market is further evidenced by the sales figures. According to Nielsen MarketTrack, sales of men’s skin care products in the first half of 2007 grew by 36 percent compared with the same period of 2006 with growth double that of women’s skin care products. Meanwhile, the total advertising expenditure on men’s skin care products also recorded an increase of 76 percent in the first six months of 2007 reaching NT$13 million.
Basic skin cleansing is the most popular personal care product used by men to maintain or enhance their appearance. Of the NT$240 million total spending on skin care products by men in the first half of 2007, 80 percent was dedicated to cleansing foam, up by 25 percent compared with the same period in 2006. Specifically, foams with oil control, deep cleansing and basic moisturizing benefits were the most popular.
Although the sales value of men’s skin care and cleansing products is one fifth of total men skin care in the first half of 2007, the growth rate has doubled in the past two years. Nielsen Retail Measurement shows that sales of men’s skin care and cleansing products increases by 94 percent in the first half of 2006 and the market continues to grow at a rate of 104 percent in the first half of 2007 with basic moisturizing, oil/pore control and refining the biggest growth drivers.
It’s worth noting that there are more and more diverse functional products being launched to the booming men’s skin care market, with anti-aging and skin whitening the latest developed segments in men’s skin care category.
According to Nielsen Media Research of The Nielsen Company, L’OREAL is the No. 1 men’s skin care advertiser with its NT$10 million media investment in the first six months of 2007. In fact half of the ‘Top 10 men’s skin care products by advertising spending’ hail from the L’OREAL brand.
note:
1. advertisement expenditure source:Nielsen Media Research, The Nielsen Company Taiwan Ltd.
2. Adjusted Weights:
2006:FTA0.09/ Cable0.04/ Newspaper0.45/ Magazine0.43/ Radio0.48/ Outdoor1.0
2007:FTA0.1/ Cable0.033/ Newspaper0.42/ Magazine0.42/ Radio0.48/ Outdoor0.9
3. Monitoring Media:
2006 71 TV Stations?18 NP?128 MG?15 Radios?13 Outdoor?
2007 67 TV Stations?15 NP?128 MG?15 Radios?14 Outdoor?
4. Outdoor AD Source:
2006: OmniAD, Otto AD, OCCUPY AD, JiMau, NorthWest, HongSin, DHTW, SilverMate, Bright Media, Fishersong, WinMedia, Jo-Jing, Pinflow
2007:OmniAD, Otto AD, OCCUPY AD, JiMau, NorthWest, HongSin, DHTW, SilverMate, Bright Media, Fishersong, WinMedia, Jo-Jing, Pinflow, Focus Media
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), business publications (Billboard, The Hollywood Reporter, Adweek), trade shows and the newspaper sector (Scarborough Research). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands and New York, USA. For more information, please visit, www.nielsen.com.
Back to Home
Back to Top
|
