Asian men, in particular Korean and Chinese men, are known in the beauty industry for being keen to spend larger amounts of money in cosmetics and personal products than their European or American counterparts. A Kantar Worldpanel survey has tried to understand why.

The survey, which was conducted on 5,300 Asian men across eight countries, revealed that in this matter women are not men’s main motivation. Actually, the No.1 reason interviewed men cited was "just to feel better," followed by "important at job" and "it’s an indicator of status."

Eight in 10 Asian men interviewed during survey said they are conscious about their appearance. To achieve this goal, 60% said they would do exercises, 49% would take vitamin supplement while 36% chose diet.

The top concern of Asian man echoes a Chinese proverb: "Disaster comes out from mouth". Indeed, 35% of respondents said their top concern is "bad breath/teeth colour." The other top concerns are acne (31%), sweat in excess (23%), over-weight (20%) and oily skin (19%).

When asked about grooming products they’re using, blades & razors (92%) were joined by shampoo (91%) as the distant leaders of most used item, followed by bar soap (72%), facial cleansing (56%) and shower gel (55%). Eye care was used by fewest men as only 7% said they were using it.

Kantar advices companies wanting to tap into the "for men" personal care categories in Asia, to start from facial cleanser and shampoo products, because 31% men are using facial cleanser specially designed for them, while 24% men are using male shampoo and deodorant. Quite surprisingly, though 55% men are using shower gel, but only 11% of the total respondents are using for men gels, while 44% are using shower gels that women are using as well.