Asian J Beauty Cosmetol. 2009; 7(1): 23-36.

A Study on Men’s Cosmetics Market Structure and Characteristics in German

This study tried to make a systematic analysis about men’s cosmetics market in Germany, given the interest in men’s cosmetics that is rapidly growing abroad as well as in Korea lately. Specifically, the status and the market structure of the men’s cosmetics market were analyzed and at the same time the characteristics of the men’s cosmetics market in Germany were investigated. According to the result of the analysis, the men’s cosmetics market in Germany started to grow from 1990’s and reached the sales amount of about 900 million Euros per year lately. Themen’s cosmetics market has the structure of four segments such as perfume, base cosmetics, aftershave and shaving products. Among them, the perfume market is the biggest in terms of sales, being followed by after shave, shaving products and base cosmetics in order. However, the market for shaving products relatively showed stagnation or decrease whereas the growth of perfume and base cosmetics market continued. As for the main characteristics of the men’s cosmetics market in Germany, the market is strongly dominated by a few products and has the double market structure with popular products and high-end cosmetics. The major consumers are from the middle and prime aged of above the 30’s. Occasionally, the brand associated with sports fashion dominates. It is difficult for a new product to enter a market since product loyalty is too high.

Keywords : Man's Cosmetics, Cosmetics Market, High-end Cosmetics, Cosmetics Market in Germany, Man's Perfume