Procter & Gamble is the leading player in China's men's grooming market, holding a 23% value share in 2010. However, it lost over 2 percentage points of share that year as its presence in the growing men's toiletries segment is weak, while competitors saw strong growth. Men's skin care saw the highest growth of 34% in 2010, as new consumers enter the market and existing consumers trade up to premium products. The men's grooming market in China is forecast to see continued expansion, with a projected 13% compound annual growth rate through the forecast period.

1. MEN'S GROOMING IN CHINA
07 Jun 2011
HEADLINES
19% current value growth from 2009 to RMB4.6 billion in 2010
New consumers enter while existing consumers trade up
Men’s skin care sees most dynamic current value growth of 34% in 2010
Constant value unit price declines in 2010
Procter & Gamble loses two percentage points in value share but retains lead with 23% share in 2010
13% constant value CAGR expected for forecast period
COMPETITIVE LANDSCAPE
Procter & Gamble was the leading player in men’s grooming products in 2010, accounting for a
strong 23% value share. The company owes its lead mainly to its dominance of men’s shaving,
accounting for 68% value share in men’s pre-shave in 2010 and 72% share in men’s razors and blades
with its mid-priced Gillette and economy Flying Eagle brands. Gillette is regarded as a high quality
brand and benefits from strong advertising support in the country. 2010 for example saw TV
advertising timed to coincide with the Chinese New Year and Valentine’s Day, with this targeting
urban men in their 20s and linking appearance to romantic success. Procter & Gamble also benefits
from the strength of the well-advertised Head & Shoulders for Men brand, which ranked second in
men’s hair care in 2010 with 15% value share.
Procter & Gamble however lost over two percentage points in value share in 2010 over the previous
year, despite achieving a strong current value sales growth of 8%. Men’s shaving continued to see
good growth in 2010 and Procter & Gamble gained share in this product area thanks to widening
distribution and strong marketing. However, the company suffered due to a weak overall presence in
men’s toiletries, which eclipsed men’s shaving in terms of current value growth in 2010 over the
previous year. This was perhaps the impetus for the company’s entry into men’s skin care in 2010.
© Euromonitor International 2011 www.euromonitor.com

2. NATIONAL BRAND OWNERS AND THEIR BRANDS
Company Name (NBO) Brand (GBO)
Amway (China) Co Ltd Tolsom (Amway Corp)
Estée Lauder (Shanghai) Commercial
Clinique for Men (Estée Lauder Cos Inc)
Co Ltd
Hangzhou Mary Kay Cosmetics Co Mary Kay Men (Mary Kay Inc)
Henkel (China) Co Ltd Fa Men (Henkel AG & Co KGaA)
Kao (China) Holding Co Ltd Men's Bioré (Kao Corp)
Biotherm Homme (L'Oréal Groupe), Garnier Men (L'Oréal Groupe),
L'Oréal China L'Oréal Men Expert (L'Oréal Groupe), Lancôme Homme (L'Oréal
Groupe)
Mandom (China) Cosmetics Co Ltd Gatsby (Mandom Corp)
Bodyice for Men (Rohto Pharmaceutical Co Ltd), Mentholatum for
Mentholatum (Zhongshan)
men (Rohto Pharmaceutical Co Ltd), Mentholatum Men's (Rohto
Pharmaceuticals Co Ltd, The
Pharmaceutical Co Ltd)
Nanjing Jianong Chemical Co Ltd Tjoy for men (Nanjing Jianong Chemical Co Ltd)
Nivea (Shanghai) Co Ltd Nivea for Men (Beiersdorf AG)
Flying Eagle (Procter & Gamble Co, The), Gillette (Procter & Gamble
Procter & Gamble (Guangzhou) Ltd
Co, The), Head & Shoulders for Men (Procter & Gamble Co, The)
Schick (Guangzhou) Co Ltd Schick (Energizer Holdings Inc)
Shanghai DHC Business Co Ltd DHC (DHC Corp)
adidas (Coty Inc), adidas for men (Coty Inc), gf (Shanghai Jahwa
Shanghai Jahwa United Co Ltd
United Co Ltd)
Shiseido China Co Ltd Aupres JS (Shiseido Co Ltd), Uno (Shiseido Co Ltd)
SIN-Bodylife Curative & Biology For Your Life (SIN-Bodylife Curative & Biology For Beauty Industrial Co
Beauty Industrial (Guangzhou) Co Ltd Ltd)
Unilever China Ltd Clear for men (Unilever Group), Rexona for Men (Unilever Group)
Source: Passport by Euromonitor International
© Euromonitor International 2011 www.euromonitor.com

3. FORECAST
DEFINITIONS AND METHODOLOGY
Men's Grooming
This is the aggregation of men’s shaving products and men’s toiletries.
Fragranced after-shave lotions offering no moisturising properties, which are alcohol-based and
positioned primarily as a fragrance, are not included in this sector, but in fragrances.
Methodology
This report is derived from Euromonitor International’s Passport information system. Industry
research is carried out by a global team of more than 600 in-country analysts and is based on a core
set of research techniques:
National-level desk research, company research and analysis, store checking, trade interviewing with
national players and market analysis
International-level desk research, multinational company research and analysis, trade interviewing with
international players and market analysis
© Euromonitor International 2011 www.euromonitor.com