Asian Bloomers

Beauty brands would be wise to attract Asia’s Flower Boys. (Photo: Yutakis.com)

Flower Boys and the rise of the Asian male beauty consumer

Written by Alan Kastner, LPK Beauty

Flower Boys are 20-something Asian males who are carefully coiffed and smooth-skinned, don trendy clothes and often wear makeup. They may be perceived as astutely fashionable, effeminate or simply latecomers to the Western metrosexual trend. These assumptions are inaccurate and fail to appreciate the complicated influences on and evolution of Asia’s Flower Boy style phenomenon.

From a historical perspective, the Chinese Cultural Revolution traditionally rewarded the notion of being selfless, humble and communal. However, this all changed in the 1970s, when the Chinese government instituted the one-child policy. The single child of a household has the adoration of his parents and two sets of grandparents—and will have to provide for their care. A vision of his future responsibilities encourages the “young prince” to stay child-like and colorful, to live in the moment by enjoying pampering experiences and luxury products.

Along with the one-child policy, the result was an incredible gender imbalance. According to the Chinese Academy of Social Sciences, more than 24 million Chinese men will find themselves without spouses in 2020. Young men have more competition than ever to stand out to potential women partners.

The gender imbalance, along with the Asian economic boom, has changed the dynamics of male-female relationships. As women gain power in business and culture, they look for collaborative partners rather than strong, more aggressive providers. This change in women’s needs and tastes creates an advantage for a male with a softer, gentler appearance and demeanor.

This rise of Asian power and influence on the global stage has also sparked the desire of new generations of young men to be unique amongst their peers. The staid appearance of their fathers is increasingly irrelevant, and the style and display of masculinity portrayed by the West are less influential. As Asian economies have indisputably boomed in recent decades and family size has shrunk, young men have had the disposable income to splurge on the luxuries they see necessary for expressing themselves.

The China one-child policy and the rise of Asian economies are just two of the key drivers in the boom in Asian male grooming products and the rise of the Flower Boy phenomenon. There are more motivators as well as other men’s grooming trends. Connecting with the next generation of Asian males is undoubtedly a great challenge and opportunity for all beauty brands. Success in this market hinges on the ability to find and embrace what specifically drives young Asian men, such as the desire for beauty and uniqueness, the attraction to visually pleasing advertising and packaging, and the preference for a status-conscious label over product benefit. A great lesson for global beauty brands is that the Flower Boy phenomenon is proof that Asia is not a passive vessel of Western trends. Asian culture, and consequently its male beauty consumer, has come into his own, with his own motivations, habits and practices. By understanding what drives him, global beauty brands will be able to create products that connect to him, opening the door to the highest potential growth market in the business of beauty.

About the Author

Alan Kastner is a creative director at LPK Beauty, and has traveled extensively throughout Southeast Asia, working with brands including Herbal Essences, Gillette and Olay.