VidiVici Launches Men's Exclusive Line

by Jo Youjin

Published 24 Jul.2020 09:02(KST)

[Asia Economy Reporter Yujin Cho] Shinsegae International's own cosmetics brand Vidivici announced that it will launch its first-ever men's exclusive line, 'Vidivici Homme Blue Balancing Skincare,' and start selling it through China's online mall Tmall Global on the 24th of this month.

Vidivici developed this men's exclusive line by analyzing the preferences and tastes of Chinese male consumers, aiming to capture the Generation Z grooming market.

According to data from China's Taobao and Tmall platforms, last year the top-selling product in the men's skincare category was cleansing foam, followed by skin lotion, men's cream, and mask packs.

Noting the high demand for basic skincare products among men, the Homme line consists of cleansing foam, essence skin, and lotion. Additionally, considering that men's products are often gifted by women or purchased based on women's recommendations, the line was developed with luxurious and sophisticated packaging to appeal to female consumers.

To enhance the most preferred efficacy among Chinese consumers?moisturizing power?the line uses naturally derived blue lotus extract to increase hydration.

China's men's cosmetics market is regarded as a new blue ocean with high potential. According to global market research firm Euromonitor, the size of China's men's cosmetics market has been steadily growing by 6-8% annually, recording 13.3 billion yuan in 2017 and 14.5 billion yuan in 2018. If this trend continues, it is expected to surpass 20 billion yuan (approximately 3.4 trillion KRW) within three years.

A representative from Shinsegae International's Vidivici said, "Recently, new terms such as 'Baegle-nam' and 'Puppy-nam' have emerged among Chinese Generation Z men, reflecting their growing interest in appearance management," adding, "We will raise brand awareness and sales in the rapidly growing Chinese men's cosmetics market through customized content and active marketing."