Male Consumers Boost China’s Medical Aesthetics Industry

Two men receive a facial treatment at the China International Beauty Expo in Beijing on March 31. WANG ZHUANGFEI / CHINA DAILY

Segment at top speed, men making up a larger ratio

Looking good is no longer a women’s business in China, judging by the growing number of men opting for medico-aesthetic procedures in the country over the past two years.

China’s rapid urbanization and consumer upgrading is making a growing number of people realize that being physically attractive puts them in a more advantageous position, both in the workplace and in everyday life.

Wang Yang, a 27-year-old Internet engineer in Beijing, is among those who swear by medico-aesthetic procedures. The young professional receives an injection of Botox every six months to reduce his masseter muscle and make his face more symmetrical.

“I started doing the injections in 2015 when I was taking a passport photo and found that the left and right sides of my face were asymmetrical. After much thought, I decided to go for medico-aesthetic procedures to make slight adjustments. Botox injections made me look better and gave me more confidence in the workplace, ”Wang said.

Zhang Hai, a 21-year-old college student from Beijing, had his first cosmetic surgery during the winter break to remove the bags under his eyes.

“I had been planning to have the procedure for months and had saved up for the same. The total cost of the procedure was 6,000 yuan ($ 924). Although it was a bit high, I didn’t mind as it solved pocket issues. had troubled me for several years, ”Zhang said.

“Having medical aesthetic procedures is just another way to look better. I didn’t really care whether the people around me knew about it or not. In fact, several of my friends have also had cosmetic procedures. medical aesthetics, “he added.

Zhang and Wang are among the many men across the country who are turning to medical aesthetics to make them more physically attractive and achieve success in their careers and studies.

Liu Jing, a senior medical aesthetic consultant in Chengdu, Sichuan Province, said that over the past two years, she has seen an increasing number of male consumers come to the beauty clinic where she works.

“All of the 10 consumers who come to the clinic for a consultation are men,” she said.

According to a recent report by Shanghai-based market consultancy iResearch, in 2020, 30% of the aesthetic medicine consumer market was generated by male consumers. A report from the online aesthetic medicine platform SoYoung showed that in 2019, the Chinese male medical aesthetics consumption market accounted for 9.98% of the total.

“The days when a beautiful person is more likely to gain attention and favor than an ordinary-looking person has arrived. Whether in the workplace or in love, beauty is a boon. Plus, with the changing opinions of people, medical aesthetics are The market is welcoming an increasing number of male consumers, ”said Ke Yang, columnist at online financial media baobiannews.

“Currently, more and more cosmetic brands are inviting male celebrities to be spokespersons, and attractive male celebrities on television are becoming immensely popular. With the improvements in male consumption and their changing concepts of self-awareness, men are now paying more attention to their appearance.

“The curiosity for new things and the pursuit of beauty among Millennials and Gen Z has also prompted more young men to seek medical aesthetic procedures,” Ke said.

Mu Liang, customer manager of the marketing department at Mylike Younger, the high-end outlet of Beijing-based beauty salon giant Mylike Aesthetic Plastic Hospital Group, said that over the past five to six years, the industry of medical aesthetics in China has undergone great changes.

“With the advancement of technology and the evolution of the external environment where key opinion leaders and key opinion consumers admit to having plastic surgeries, medical aesthetics are increasingly accepted by consumers. Chinese.

“Women are not the only consumer group. Instead, they bring their boyfriends, husbands and sons to such institutions and encourage them to get face lift injections, eye bag removals and hair transplants, ”Mu said.

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