China authorities target medical beauty treatment and ‘abnormal aesthetics’ | WARC | The Feed

28 September 2021

China authorities target medical beauty treatment and ‘abnormal aesthetics’

China’s new ban on advertisements for medical beauty loans on television, radio and online platforms comes soon after a crackdown on “abnormal aesthetics”, which has left the male beauty industry pondering its future. 

Context 

A couple of years ago, Euromonitor highlighted China’s male beauty market as an exciting growth area, but new guidelines this month from the National Radio and Television Administration demand that broadcasters “resolutely put an end to sissy men and other abnormal aesthetics” while also promoting “excellent traditional culture”. 

Points to note 

• While this may affect some product areas (lipstick, eyeshadow) and the choice of brand ambassadors, industry observers contacted by Cosmetics Design - Asia believe the male beauty category is so well-developed among a younger demographic that this development is unlikely to seriously dent its growth.

• International brands and e-commerce platforms continue to focus attention on male grooming.
• The use of unisex products is a growing trend among Gen Z consumers. 
• An outright ban on ads for loans for medical beauty treatment has been justified by saying that such advertisements entice young people with low interest rates, while also misleading consumers and causing adverse effects.

Key quote

“Younger consumers are driving awareness and usage, also indicating they are spending more effort taking care of their appearance rather than just being effeminate. We believe when those consumers grow older and wealthier, they will spend more on male grooming” – Jason Yu, General Manager of Kantar Worldpanel, Greater China. 

Sourced from Cosmetics Design - Asia, Reuters