Study: Asian men pampering their skin

SINGAPORE: Asia is driving global sales of men’s skin care products, with Chinese, Japanese and South Koreans the most avid users in the region, a report on male grooming trends showed yesterday. Consumer research group Euromonitor International said the Asia-Pacific accounted for nearly 60 percent of worldwide sales of men’s skin care products, a fast-growing section of a $ 33 billion male grooming industry.

“As features from women’s skin care are replicated in male-specific products, an array of products targeting issues from ageing and blemishes to brightening has become available,” said the report sent to AFP yesterday. Male grooming habits vary worldwide, with Asian men spending more on skin care and their counterparts in Brazil — set to overtake the United States as the largest single market in three years — devoting more money to deodorants.

Shaving items were the most widely sold grooming products in 2011 but toiletries including deodorants and skin care were catching up.