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MEN COSMETIC INDUSTRY BAIDU SEARCH REPORT 2016-2017 BAIDU IMS 百度整合营销策略部 FOREWORD MEN COSMETIC CATEGORY: INCLUDE BOTH SKINCARE AND MAKEUP, FOCUSING ON FACIAL PROBLEMS AND PRODUCTS (EXCLUDED BODY CARE) DATA SOURCE: BAIDU SEARCH VOLUME OF KEY WORDS TIME PERIOD: 2015.04-2017.03 YOY GR: 2016.04-2017.03 vs. 2015.04-2016.03 3Numbers about Men Cosmetic Industry Daily Search 97K YOY Growth Rate 30% % Mobile Share 85% Data Source: Baidu PV Men Cosmetic Industry Search Trend 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% PCMobileMobile Share The search volume of men cosmetic category kept increasing in the past 2 years. Data Source: Baidu PV Search Content Analysis Brand 24% Non-Brand 76% 40% 5% Non-Product 56% Product 44% 32% 48% Only 24% queries were brand related, which indicates that male consumers have less brand knowledge and need further brand education. Non-brand keywords composed a large portion and still had a high growth rate, which means that men wanted to know more about generic industry information. Data Source: Baidu PV Generic Non-Product Search Content 50% 37% 7% 4% 2% Industry Generic Industry Inquiry Makeup Skills Industry WOM Industry Price 41% 57% 34% 41% 168% 男士眉毛 Men eyebrows 男士护肤 Men skincare 男生瘦脸 Boy face-lifting 男人眉毛稀少 Men with few eyebrows 男士美白 Men whitening 男生怎么变白 How boy become whiter 男生皮肤变白的方法 Mens skin whitening method 男生怎么瘦脸 How can boys lift face 男士美白方法 Mens whitening method 男人眉毛稀少怎么办 What to do with mens sparse eyebrows 男士化妆步骤 Men makeup steps 男生眉毛怎么修才好看 How to shave the eyebrows can make boys become good-looking 男士化妆视频教程 Makeup tutorial video for men 男生化妆教程 Makeup tutorial for men 男士眉毛的画法 Way of men eyebrow drawing Industry GenericIndustry InquiryMakeup Skills Data Source: Baidu PV Generic Product Search Content 55% 38% 5% 2% 1% Product WOM Generic Product Product Inquiry Method & Skills Others 37% 26% 37% 15% 35% Data Source: Baidu PV Product WOMGeneric ProductProduct Inquiry 男士护肤品哪个牌子好 Which men skincare brand is better 男士护肤品排行榜10强 Top 10 men skincare product 男士洗面奶十大排行 Top 10 men facial cleanser 男士洗面奶哪个牌子好 Which men facial cleanser brand is better 男士面膜排行榜10强 Top 10 men mask 男士护肤品 Men skincare product 男士洗面奶 Men facial cleanser 男士面膜 Men mask 男士化妆品 Men cosmetic product 须后水 Aftershave Lotion 男士油性皮肤用什么牌子护肤品 Which skincare brand is for mens oily skin 适合男生用的护肤品 Skincare product suitable for men 男性油性皮肤用什么护肤品 What skincare product is for mens oily skincare 男士毛孔粗大用什么护肤品 What skincare product is for mens coarse pore 男士皮肤干燥起皮用什么护肤品 Which men skincare product to use when dry skin peeling Skincare 86% Makeup 14% 24% 80% Men Cosmetic Industry Search Share Most male consumers queries were still about skincare. While mens makeup category had a significant increase during the past year. Data Source: Baidu PV 51% 21% 4% 4%4%3% 3% 2% 2%1% 4% CleansingMaskTonerSun-blockGelCreamLotionShaving Product Eye CreamSerumOthers 21% 12% 7% 0%-1%-3% 22% 11% 21% 13%-28% Top Searched Skincare Products Skincare 86% Aesthetic Medicine 43% Top 3 products were still cleanser, mask and toner, which indicates that men focused more on basic skincare products. Men skincare become more various, top 3 growth rate product were spay, followed by lip balm and aesthetic medicine. Spay 205%Lip Balm 45% Top Growth Rate Product Skincare Functions Cleansing Oil-control& Anti-Acne Whitening & Anti-freckle Face-lifting Multi-function Moisturizing Anti-aging Sun-block Data Source: Baidu PV Face-lifting Anti-aging Whitening & Anti-freckle Booming this Jan. Start to increase since last Nov. From Mar.to Aug. 85% 49% 33% Top GR FunctionPeak Season YOY Top 3 functions were still cleansing, oil-control & anti-acne, and whitening & anti-freckle. Face-lifting had the highest growth rate followed by anti-aging and whitening & anti-freckle. Skincare 86% 52% 39% 4% 3% 1% 1% CleansingAcneOil-controlBlackhead Oil-control & AcneExfoliator 26% 32% 6% 8% 29%-12% Cleansing 男士洗面奶十大排行 Top 10 men facial cleanser 男士洗面奶哪个牌子好 Which men facial cleanser brand is better 男士洗面奶 Men facial cleanser 男士洗面奶排行榜 Men facial cleaner brand list 男士用什么洗面奶好 Which facial cleanser is good for men Acne 男生长痘痘 Boy acne breakouts 男生脸上长痘痘怎么调理 How boys can do with the acne on the face 男士祛痘产品哪个好 Which anti-acne product is better 脸上长痘痘怎么调理男生 How to deal with the acne on the face, for boy 男士祛痘产品排行榜10强 Top 10 men anti-acne product CleansingAcne Cleansing & Oil-control & Anti-acne Data Source: Baidu PV Top Searched Makeup Products Makeup 14% 33% 31% 14% 7% 4% 2%2% 2%1% 1% 2% BB CreamLipstickEyelinerConcealerFoundationNailEyebrow Pencil CC CreamDouble-fold Eyelid CushionOthers -5% 35%-25%-11%-13% 3% 29% 1%-49% 19% 50% Top Growth Rate Product Overall makeup product related keywords increased only 1%, the major increase of makeup came from non-product related keywords (98%). Top 3 products were still BB cream, lipstick and eyeliner, while eyelash growth serum as a new product increased rapidly, followed by cushion and lipstick. Eyelash Growth Serum 610%Cushion 50%Lipstick 31% Trend 1 Tailor Made Nowadays，men want tailor made cosmetic products for them. They start to believe that there are some difference between male and female skin problems, especially in skincare category. Among generic product, 17 thousand people per day searched for product made for men users, YOY growth rate 17%. Forehead Eye Nose Acne & wrinkle Black eye & wrinkle Acne & blackhead 31% 2% 54% PlaceMajor Problems YOY Face Jaw Cleansing & Face-lifting Acne 26% 22% Data Source: Baidu PV Needs become more specific Trend2 Data Source: Baidu PV Trend 3 High-tech Laser Freckle & Acne 393% IPL 光子嫩肤 153% Whitening Injection 82% Data Source: Baidu PV Men start to care about their look Trend 4 男士眉毛 男人眉毛稀少 男生眉毛怎么修才好看 男士纹眉 男士修眉 男人眉毛稀少怎么办 男士眉型 男生眉毛怎么变浓 男生纹眉前后照片 男士眉毛的画法 Sparse eyebrows seems to be a big problem among men. Bushy eyebrows can make a person looked refreshed. Eyebrow Tattoo （纹眉） 291% Eyebrow Plant （植眉） 109% Eyebrow related search content increased 114% Data Source: Baidu PV Take-away Non-brand Basic Products Tailor Made Specific High-tech Look Most male consumers lack skincare and makeup brand knowledge and need further education. They searched more about industry generic queries. Majority men focus on basic skincare products, e.g. cleansing and mask, while some of them want to get know more about makeup products. Male consumers want tailor made product for them, and their search content become more specific. Male consumers are also open to new high-tech products. They start to care about their look, reflected in more and more concerns about their eyebrows. BAIDU IMS 百度整合营销策略部

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