Survey on Men's Beauty (2024)

In January 2024, we conducted the "Men's Beauty Survey (2024)" targeting 2,400 men and women aged 20-49 living in 47 prefectures in Japan. Since the lineup of men's beauty products has been expanded, the survey asked about actual usage and awareness of various beauty products and services, as well as women's perceptions of men who use men's cosmetics. This time, we picked up and analyzed the following topics: "actual use of skin care," "interest in beauty products and services," "approval or disapproval of male family members engaging in beauty activities," and "ownership and use of parasols.

Survey Result Topics

Actual skin care usage

The skin care implementation rate was 45% for men and 92% for women. Among males, those aged 25-29 had the highest rate at 51%, followed by those aged 30-34 and 35-39, and only those aged 45-49 had less than 40%. Most respondents "decide on and purchase brands of skincare products themselves," accounting for 80% of men and 90% of women. A certain number of male respondents also chose "family or friends decide the brand name and purchase the products," or "I decide the brand name together with family or friends and purchase the products myself," indicating that they rely on family and friends for brand selection. ＜Figure 1＞

The TOP reason for starting skin care was "I became interested in skin care after seeing other people caring about clean skin and a well-toned appearance" for those in their 20s, and "I felt it was important to take care of my appearance as I get older" for those in their 30s and 40s. It can be inferred that interest in anti-aging due to aging begins in one's 30s. ＜Figure 2＞

Interest in beauty products and services

Among men, "face washing," "hair care," and "shaving/grooming" were the most popular items of interest and interest, at the 50% level, showing high potential. Next in line were skin care and hair wax/hair styling products at the 40% level, followed by relatively expensive "medical hair removal" and "beauty treatments" such as treatment of acne scars at the 30% level. Interest in both products and services was high among women in their 20s and low among women in their 40s. ＜Figure 3＞

Regarding the use of beauty products and services by male family members interviewed by women, approval of grooming such as "face washing," "hair care," "shaving/grooming," and "skin care" was high and did not differ by age group. Similar to the interest of men, the results for "medical hair removal," "beauty care," "base makeup," and "point makeup" were high among those in their 20s and low among those in their 40s. ＜Figure 4＞

Use of parasol

In the midst of global warming, 13% of men own parasols to protect against heat stroke and sunburn, and the rate of ownership increases with the younger generation. When those who owned parasols were asked how often they used them during periods of strong sunlight, 73% of them used them. The rate of use was particularly high among those in their 30s, at 82%, when spots begin to become a concern. ＜Figure 5＞

Report Item List

□ Attribute questions (gender/age/place of residence/occupation/family structure) 
□ Summary of survey results 

▼ Details of survey results 
□ Frequency of using (face wash/skin care/base makeup/point makeup/sunscreen/UV cream/hair care/hair wax/ hairdressing/shaving/grooming/medical hair removal/cosmetic treatments) 
□ How to buy/where to buy/average monthly expenditure on each product/service How/where/average monthly spending on each product/service 
□ Whether/how often you own/use a parasol 
□ Why/how much you need each product/service 
□ How shy you are about using each product/service 
□ Do you think each product/service is good for men to use 
□ Would you recommend each product/service to your spouse/partner
□ Would you recommend each product/service to your spouse/partner if he/she wanted to 
□ Interest in each product/service 
□ How much do you talk about "men's beauty" with your family and friends 
□ About being talked about men's beauty by women 
□ Familiar names to describe "men's beauty" 
□ Sources of beauty-related information