“The ‘Male Beauty Economy’ has already emerged. According to Euromonitor data, by 2023, the global male cosmetics market will reach a scale of 540 billion yuan, with the Chinese male cosmetics market surpassing 20 billion yuan.
As the market continues to expand, the men’s grooming industry has also seen many Chinese participants, and CHANDO Men, a one-stop grooming brand designed specifically for modern men under the CHANDO Group, is one of the outstanding players. In 2022, CHANDO Men launched the “Boyfriend’s Day” marketing campaign, becoming one of the powerful “weapons” to boost offline business for the brand.
From May 17th to June 2nd, CHANDO Men is stepping up its efforts with the fourth edition of the “Boyfriend’s Day” themed marketing, focusing on offline scene marketing and promoting products such as the CHANDO Himalaya Energy Daemonorops Draco Energizing Set and Gift Box, Man’s Cleanser, to further capture the minds of consumers in the men’s grooming industry.”
The fourth edition of the “Boyfriend’s Day” will be launched, focusing on offline scene marketing.
Philip Kotler, the father of modern marketing, once mentioned in his book “Marketing 4.0: Moving from Traditional to Digital” that “in an era of scarce attention and fragmented information, brands need to create Wow Moments for consumers.”
With the proliferation of marketing methods, these “Wow Moments” have become increasingly crucial for brand-user communication. For brands, it is necessary to deeply understand and delight users, creating strong points of brand memory.
In the billion-dollar men’s skincare industry, there are established international brands as well as emerging new men’s brands, making the competition intense. In such a narrow market, CHANDO Men has opened up a path by creating its exclusive “Boyfriend’s Day” event.
Unlike many brands focusing on online marketing, CHANDO Men’s “Boyfriend’s Day” emphasizes offline scene marketing. It is understood that since 2022, CHANDO Men has launched the “Boyfriend’s Day” marketing campaign, aiming to integrate marketing across the entire chain and connect brand and end-channel resources.
Based on past achievements, “Boyfriend’s Day” has not only become a powerful tool for CHANDO Men’s offline partners to boost business but has also helped the brand accumulate significant attention.
For this year’s “Boyfriend’s Day,” CHANDO Men’s strategy is based on two market insights.
Firstly, there is an increasing demand for gifting occasions, attracting female consumers.
With the rise of the “male beauty economy,” female consumers have become an important consumer group that cannot be ignored, especially with the surge in gift-giving economy. During various occasions such as Valentine’s Day and Christmas, they are more willing to purchase products to give to male friends or family members, further driving the expansion of the male beauty market.
Data reports also show that women are an important consumer group in the men’s skincare category, accounting for around 33% of the gift-giving proportion. Based on this, men’s skincare gift sets are clearly favored by female users.
Secondly, the aim is to meet the grooming needs of male consumers.
On one hand, men are increasingly focusing on enhancing their personal image and are willing to purchase grooming products for themselves. According to Mirror data, in 2023, men’s facial cleansers had the highest sales and demand in the men’s skincare category, accounting for a share of around 36%.
In addition, oil control and moisturization are the core skincare demands of male consumers when choosing skincare products. Apart from addressing skincare issues, men also pay attention to enhancing their personal image, focusing on skin vitality and an overall refreshing feeling. Maintaining freshness is the primary psychological reason for men to use facial skincare products.
Based on the insights mentioned above, CHANDO Men will mainly target consumers in offline beauty stores and shelf channels for this year’s “Boyfriend’s Day,” focusing on promoting products such as CHANDO Himalaya Energy Daemonorops Draco Energizing Set and men’s facial cleansers. This will further solidify the brand’s influence, boost the confidence of cooperation channels and distributors, and empower end sales.
CHANDO unleashes the power of its product combination, comprehensively showcasing its product strength.
To succeed, one must be strong from within. In addition to creative marketing strategies, strengthening product innovation has become a key breakthrough for brands to quickly gather user attention.
So, what are the advantages of the CHANDO Himalaya Energy Daemonorops Draco Energizing Set and the men’s tube facial cleanser product combination, which are the main highlights of CHANDO Men’s “Boyfriend’s Day” promotion?
CHAILEEDO has learned that the CHANDO Himalaya Energy Daemonorops Draco Energizing Set includes the CHANDO Himalaya Energy Daemonorops Draco Energizing Cream and the CHANDO Himalaya Energy Daemonorops Draco Energizing Cleanser. This year, the products have been upgraded in terms of efficacy, focusing on oil control and moisturization to meet the two major skincare demands.
In terms of core ingredients, the CHANDO Himalaya Energy Daemonorops Draco Energizing Series for men focuses on Daemonorops Draco Extract and small molecule glacial water. Daemonorops Draco Extract is derived from characteristic plants such as Qilin Jie, Blood Fulfilling Grass, and Chickpeas from the Himalayan region. When their rhizomes are broken, they release a blood-like red liquid that can awaken the skin’s radiance and combat fatigue. The small molecule glacial water comes from above 5,128 meters on the northern foot of the Himalayas and is rich in various beneficial minerals and trace elements for the skin. It can promote the generation of the skin’s natural moisturizing factor (NMF) and enhance skin hydration.
The CHANDO Himalaya Energy Daemonorops Draco Energizing Cream, the main product in this series, combines the benefits of a toner, lotion, and essence in one, aligning with the minimalist skincare concept for men. It can combat multiple skin problems such as dryness, fatigue, and oiliness. The accompanying acne-fighting cleanser uses an amino acid surfactant + soap base compound formula, deeply cleansing the pores. It contains Himalayan red clay and acne-fighting ingredients, effectively improving acne-prone skin while achieving a refreshing and acne-fighting effect in a gentle manner.
With outstanding quality and effectiveness, CHAILEEDO has noticed that the CHANDO Himalaya Energy Daemonorops Draco Energizing Series has received positive responses on major e-commerce platforms. According to the May 14th ranking on Tmall, the CHANDO Himalaya Energy Daemonorops Draco Energizing Cream ranked first in the best-selling list of oil control men’s face creams. Additionally, there have been continuous positive reviews about the CHANDO Himalaya Energy Daemonorops Draco Energizing Series on platforms such as Xiaohongshu (Little Red Book) and Douyin (TikTok), which further demonstrates the strong product power.
It is worth mentioning that in addition to the acne-fighting cleanser, CHANDO Men’s has also upgraded the formula and packaging of two other basic tube facial cleansers: the CHANDO Himalaya Energy Green Clay Oil Control Cleanser and the CHANDO Oil Control Men’s Refreshing Charcoal Cleanser in April this year. Furthermore, in April, CHANDO Men’s also released a new whitening facial cleanser that brightens and removes dullness. With these four cleansers, they cater to different skincare needs of men, targeting oiliness, dullness, acne, and blackheads.
Climbing to the top of multiple rankings, CHANDO receives good word-of-mouth.
As a one-stop grooming brand under the CHANDO Group, specifically designed for modern men, CHANDO deeply understands the skincare needs and consumer preferences of men since the early stages of brand creation. It effectively differentiates its men’s series from the generic men’s products available in the market by portraying a passionate, energetic, and adventurous image.
As a master in the men’s grooming field, CHANDO Men’s draws inspiration from the Himalayas, using water, plants, minerals, and microorganisms from the Himalayan mountain range as raw materials. It incorporates cutting-edge technology in the industry to ensure product quality.
Looking at the current men’s grooming market, although there is a multitude of brands, the overall market landscape primarily revolves around facial skincare and basic cleansing. Most brands only meet the minimum requirements of consumers, far from addressing the comprehensive grooming needs of young boys and elite men.
With the strong research and development capabilities of the CHANDO Group, CHANDO Men’s has launched multiple product series, including basic facial skincare, mid-to-high-end facial skincare, scalp care, and invigorating fragrant showers. Since their launch, these products have received positive feedback from consumers.
For example, during the 6.18 shopping festival last year, CHANDO Men’s ranked No. 1 on the 6.18 Tmall men’s cream sales ranking and the 6.18 Tmall men’s oil control face cream hot-selling ranking, among others. On Valentine’s Day, February 14th this year, the CHANDO Men’s Glacier Gift Set also achieved an impressive rank of Top 52 on the Tmall men’s gift box hot-selling ranking.
As men’s skincare becomes more specialized and refined, CHANDO Men’s, with its strong brand foundation and keen market insights, meets the demands of male consumers for simple, efficient, and high-quality skincare products. Looking ahead, CHANDO Men’s is expected to continue leveraging its brand strength to further expand its market share and solidify its leading position in the men’s grooming field in China.
