A survey conducted by the Associated Chambers of Commerce and Industry of India (ASSOCHAM), on spending patterns among Indian youth, says this surprising statistic…

…boys are claiming a larger share than ever, of the beauty market.

The Numbers Show…

Overall, the average monthly expenditure by youth in India on phones, apparel and branded cosmetics, has increased by 65% in the last 10 years.

And boys spend more on cosmetics than their female counterparts, with monthly spending by boys increasing by 35 – 40 percent.

The survey was conducted on 2,000 youngsters between the age group of 16-21 years from Delhi, Mumbai, Kolkata, Bangalore, Chennai, Hyderabad, Lucknow, Ahmedabad, Jaipur and Chandigarh.

Manju Negi, joint director, ASSOCHAM, commented:

“Statistically, Delhi registered higher consumption of cosmetics, apparels and mobile phones by youth due to the higher living standard of people in the city. Mumbai and Lucknow were second and third respectively, on the list. Lucknow’s emergence is surprising to us. The boys’ fondness for cosmetic has shown a 165% rise in the last 10 years, while the figure forgirlsstands at 125%.”

The survey attributes the inflated expenditure figures to the hike in pocket money given by parents to youngsters, combined with an increased exposure to print and TV ad campaigns.

Do Teens Agree?

One student, Parth Singh Dev, shared, “I go for French manicures pretty often. Since our generation has grown to be extremely brand-conscious, even the salon I visit has to be a big name. Among the products, I use this special brand of hair gel that my brother sends from the UK.”

Another student, Mudit Agarwal, explains why boys have ended up spending so much on what used to be considered a woman’s domain:

“I am very particular about my hairdo, so I splurge on hair gels and shampoos. And if we boys even go in for fairness creams, which girls are generally fond of, what’s wrong in that? I believe the first impression is formed through one’s physical appearance and there is nothing wrong in going the extra mile to make sure it’s a first good impression!”