A new survey tells us this week that men are increasingly concerned about their looks and invest in products accordingly -- so what products do they shop for? Here's a cross-section from three different continents.
According to leading beauty retailer Sephora, Chinese men are crazy about gf. The label's creams and lotions dominate the best-selling list in the men's section and are the only brand featured apart from Sephora's house brand. It is also striking that there are no fragrances, beauty tools or other care products that made it into the Chinese top-ranking products -- gf is only followed by different skincare by French brands such as Clinique and Dior.
In the US, men's preferences are rather mixed, with the three top-selling products including skincare, teeth brightening, and fragrance. Apart from D&G's new Anthology series (targeted at men and women), the most popular fragrances are old classics such as Acqua di Parma, Dolce & Gabbana's Light Blue, and Armani's Acqua di Gio.
Other bestsellers include the BriteSmile To Go Accelerator Pen tooth brightener as well as Tend Skin, a lotion against razor bumps. Both products are also popular with women, according to Sephora's corresponding rankings, which might hint at a growing unisex trend in US beauty products.
Finally, in France, things are surprisingly a lot less complex, with men opting for mainly French-based design brands' fragrances such as Le Male by Jean Paul Gaultier or 1 Million by Paco Rabanne. Boss Signature by Hugo Boss is an exception in this patriotic lineup. Other popular products on this list include hydrating and exfoliating creams by Sephora's house brand.
Given that some of the most popular products featured in the men's section are gift sets, it is very likely that these listings don't really represent what men shop for but what women shop for their men, while still providing an indicator on international beauty trends.