CHANDO Dives into Men's Care in Hair and Skincare
- Chaileedo Press
- Jul 19, 2022
- 3 min read
Abstract: Chinese skincare brand CHANDO Men held the first JALA Men's Creative Event by using two new hair waxes and styling sprays from the "Men's Cool Hair Series" to create ideal hairstyles for more than 40 men on site. Beauty and personal care giants also launched new brands for Chinese men one after another.
According to CHAILEEDO, the two products are currently priced at $20.5 each in CHANDO flagship store on the Chinese e-commerce Tmall with a total sales volume of 49 for CHANDO Himalaya Energy Styling Spray and 82 for CHANDO Himalaya Energy Styling Wax.
According to a report by the Foresight Industry Research Institute, as Chinese men's skincare awareness increases, the demand for men's skincare products has been rising. International brands such as Biotherm, Nivea and L'Oreal have also launched various skincare and toiletries for men in China, such as Biotherm Homme Aquapower Set is priced at $81.6 with a monthly sales volume of 1000+. L'Oreal Men's skin care kit is priced at $31 with monthly sales of 9,000 +.
In the highly competitive beauty industry, international beauty and personal care giants are also aware of the potential market for men and are launching new brands for Chinese men one after another. At the end of May, Unilever China launched EB39, a skincare brand specifically for high-end men, officially positioned as Unilever China's first light luxury men's skincare brand, the first AI algorithm-driven formula development brand, and the first meta-universe artist skincare brand. The brand is officially positioned as "Unilever China's first light luxury men's skincare brand, the first AI algorithm-driven formula development brand, and the first meta-universe artist skincare brand. A few days after the official launch of EB39, Shiseido Group announced the upcoming launch of Sidekick, a men's skincare brand for the Z-generation. Sidekick focuses on natural ingredient formulated products for Asian Z-generation male consumers. The first collection has been unveiled at Shiseido Beauty Square, an experiential collection store in Tokyo, and was officially launched in China on July 1. The brand has launched an official account on Chinese social platforms Bilibili, TikTok China and Xiaohongshu.
It is reported that CHANDO belongs to JALA Group and was founded in 2001. During the Chinese 618 shopping festival this year, CHANDO launched against the odds in the unfavorable situation of the epidemic, achieving a strong outbreak of GMV growth of 28% year-on-year. It gained more than 1 million new members and the sales grew 109% year-on-year in its brand live streaming, which became one of the most outstanding local beauty brands. During the Chinese 618 Shopping Festival this year, CHANDO Himalaya Green Tea Clay was launched, which sold out several times in its Tmall debut and eventually sold 114,000 pieces. It topped the pore-shrinking clay mask list on Tmall after its launch.
CHANDO Men's series was launched in 2018. In 2021, CHANDO Men ranked the top 10 in the list of men's skincare turnover during the Chinese Double 11 Shopping Festival in 2021 with a year-on-year growth rate of over 100%, and the official flagship store men's category self-seeding grew over 170% year-on-year. CHANDO Men's products also performed well with the highest selling product being CHANDO Himalaya Energy Glacier Water Moisture Dew. The total sales achieved 600,000+ with a price of $10.7.
CHAILEEDO also observed that CHANDO also launched two hair care products this time. Previously, CHANDO officially announced actress Zhao Lusi as the global spokesperson for hair washing and care and launched a new scalp essence that claims to contain ingredients such as super-extreme yeast Ximoyin with the effect on scalp care and improving sensitivity. Combining two phenomena can be seen that CHANDO may develop the sector of hair care or hairstyle.
In the new consumer era, the emergence of men's beauty/care brands is essentially related to the changing aesthetic needs of men. It is both inherited and derived and the main driver of all this is brand innovation. In the future, CHANDO will also continue to innovate from product development, and channel construction to marketing content driving the upgrade and iteration of the entire men's category industry.
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