Special newsletter - Men's grooming
China's men are now interested in tanning...
According to Datamonitor Consumer researcher, Jenny Xiang, more Chinese males are looking for personal care products that can help to enhance the appearance of muscle, and because darker skin gives more definition, tanning is now seen as a good shortcut.
Xiang says that sunscreen with a tanning effect is a good candidate, however, if the product is introduced from another region, the formula needs to be tested as some might give an orange result on Chinese skin, which is not desirable.
Other concerns for Chinese men include treating acne and oily skin because of the climate. This L'Oreal Men Expert ad promoting romance and career success are key themes in male focused advertising.
