Survey on Beauty (2024) Men

 In August 2024, we conducted a survey on beauty (2024) among 1,375 men aged 15-69 nationwide. For this year's men's version, we picked up and analyzed awareness and implementation status of men's makeup, skincare implementation status, hair removal experience and area, and awareness of cosmetic surgery.

Survey Result Topics

Awareness and implementation of men's makeup

53% of respondents had a "good + somewhat good" impression of those who wear men's makeup. The level of interest was 21%, with a particularly high 35% of those aged 15-19. The percentage of those who are resistant to wearing make-up themselves is very close, increasing with age, reaching 65% among those in their 60s. On the other hand, 60% of those aged 15-29 are not resistant to wearing makeup. ＜Figure 1＞ 

Reasons for resistance include negative attitudes toward men's makeup itself, such as "makeup is something women do" and "it's not manly," as well as opinions such as "it seems expensive" and "it takes time. Reasons given for not feeling resistance included "Men should be beautiful too," "It makes me look good," and "It hides my skin problems. ＜Figure 2＞ 

The number of respondents who implement men's makeup remained similar to 2022, at 10%. 16% of those in their 20s "wear makeup occasionally," which is noticeable. The reasons for makeup application were "for personal appearance" (39%), "nothing in particular (sort of)" (23%), and "to cover complex" (19%), with "for personal appearance" in particular increasing by 6 pt from 2 years ago. ＜Figure 3＞

Skin Care Practices

Skin care was practiced by 58% of the respondents, with each age group, especially those in their 30s and 40s, practicing skin care. As for when they started skincare, 8% of the 15-19 year olds said they started skincare when they were in elementary school, and nearly half (47%) said they started skincare when they were in junior high school, for a total of 55% having started skincare by junior high school age. The reason for starting skincare was "improvement of skin problems," by far the most common reason at 42%, with a particularly high 57% of 15-19 year olds, indicating that starting skincare from the time acne begins to appear during adolescence is now the norm among young adults. ＜Figure 4＞

Hair removal experience and awareness of cosmetic surgery

20% of the respondents had experienced hair removal, with a high percentage of those in their 20s (30%). The main area of hair removal was "beards," mainly among those aged 15-39. ＜Figure 5＞ 
Awareness of cosmetic surgery was at the same level as two years ago, with 38% saying they "think it is good to have cosmetic surgery to eliminate complexes" and 13% saying they are "interested in having cosmetic surgery. ＜Figure 6＞

Report Item List

□ Summary of survey results 
□ Attribute questions (age / place of residence / occupation / never married / presence of children / personal/family income / potential needs cluster) 

▼ Skin care and makeup survey results 
□ Skin concerns 
□ Scenes of care (face care, hair care, oral care) 
□ Skin care Items used / purchase channels 
□ Skin When/why they started taking care of their skin 
□ Shaving How/why (free answer excerpt) 
□ Men's makeup Interest/resistance/reasons for resistance (free answer excerpt)/impression 
□ Men's makeup Whether/why/items used 

▼ Hair care Survey results 
□ Hair/scalp concerns 
□ Hair care practices 
□ Barber/beauty salon Frequency/use Status/Reason for use (free answer excerpt) 

▼ Other beauty concerns/care 
□ Nail care 
□ Oral concerns 
□ Oral care 
□ Body hair concerns 
□ When body hair started bothering you 
□ Area/type of hair loss 
□ When you started hair loss/body hair care 
□ Anti-aging Interest 
□ What comes to mind when you hear anti-aging What comes to mind when you hear the word "anti-aging" (free answer excerpt) 
□ Art makeup awareness/interest/experience 
□ Awareness of/interest in cosmetic surgery 
□ Cosmetic surgery Areas/menus you are interested in/experienced in 
□ Beauty Interest 
□ Things you usually do for beauty (free answer excerpt) 
□ Reasons for doing beauty activities 
□ Beauty activities you are interested in/want to do in the future ( (Free answer excerpt) 
□ Information gathering channels for beauty 
□ Fashion problems 

▼ Potential Needs Cluster (PNCL)