Young, middle-class men in China increasingly invest in skin care products as generation embraces 'metrosexual' look

LOS ANGELES , November 17, 2011 () – More young middle-class men in China are increasing their spending on skin care products as newer generations in the country accept the ‘metrosexual’ look, China Daily reported Nov. 17.

Joining in the trend is 28-year-old Ge Candong who adopted a rigorous skincare regimen during college. Ge’s purchases now extend to his business trips abroad; during one such trip to LA he spent US$2,000 just on skincare products.

Speaking about one such purchase, Ge said, “I bought it without hesitation—even though it cost me an arm and a leg,” reported China Daily.

China’s male skincare market jumped 40% this year, five times more than the women’s market, according to a L’Oreal report.

Last year the cosmetics maker reported $157.49 million from its male skincare products in China, reported the China Cosmetics Association.

China’s advancing consumer culture and growing middle-class, which cannot yet afford high-end luxuries but does increasingly spend on appearance-improving products, is the cause of the emerging metrosexual culture, said gender studies expert Sun Zhongxin.

The primary source of this article is China Daily, Beijing, on Nov. 17, 2011.

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