Customer Behavior

Backgrounds

      Body shaping and beautification services among male consumers have already made a trend in Asian country, especially in Japan and Korea. Although Men’s beauty has been developed in Hong Kong since 10 years ago, this trend has just emerged in past few years. And such men’s services in beauty industry still have a big room to grow. Along with increasing information and knowledge about men’s beauty, diversified men’s skin care products and media influence, this has aroused men’s awareness and needs for keeping a good looking appearance and image. Men pay more attentions on body shape and skin care treatment. What’s more, they also learned that the act of pursuing beauty should not be confined to female. So, it is not difficult to understand why acceptance towards men’s beautification services is on the rise.

      According to a recent unofficial online survey from my3q.com, it found that 64% of respondents think that men need to pursue physical beauty. While 58% think that “beautification is not only right for women”, more than 65% accept male patronizing beauty salon.

      In Hong Kong, it is estimated that the penetration rate of men’s beauty market is only 10% currently (aTVnews, 2009).   Learning that there is a huge market potential of men’s beauty, more and more male’s Body shaping and beauty salons are opened compared with few years ago. Among these beauty centers, there are only few comparatively well-known brands, like Men’s Skin Center (MSC), M2beauty, MENCE. As Body shaping and beautification services among male consumers has stepped into the stage of growth, competitions among the men’s beauty industry become keen. Many beauty salons, which original served only female, developed their own brand for men, like Hey Man, a sub-brand of Modern Beauty Salon.

Q1

      In order to stimulate the sales of our brand in Hong Kong, we would use opinion leader to promote. As our target segment is aged from 25 to 55 male and different...