The typical customer is an urban professional living not just in the capital Beijing or cosmopolitan Shanghai, but also in smaller cities nationwide. When Chinese men's income rises, in the beginning, they buy a good watch, then they move on to electronics... then they move to clothes, buy famous brands and finally they move to grooming products Men believe that using skin care products can give them a better competitive edge for their jobs, or for girls. During those five years, the Chinese market is projected to expand by 28.7 percent, as compared with growth of just 5.7 percent in North America and 7.9 percent in western Europe.
In 2010, sales of men's skin care products soared 30 percent to $280 million in China - ahead of North America, noting that the market had evolved in a few years to include "more sophisticated product lines offering anti-ageing, exfoliating and energy-boosting properties". The desire for social success in a communist country now obsessed with making money, and where the working world has become more and more competitive, has pushed more and more urban Chinese men to take care of how they look. Ninety percent of men in China are still not using branded men's skin care products.