The men's cosmetics market is growing at faster pace than in the West. The openness of many Asian men to using cosmetics traditionally seen as exclusive to women contrasts with the attitudes of men in the West. Manufacturers of quality products can do well in this market. Standards, pricing and quality are emerging as important consumer concerns, in both the retail and service channels. The frenetic purchasing of prestige brands of recent times has been replaced by the search for value for money.
Product safety is a consumer concern.
Complaints have risen sharply. In Japan in 1996 half of the consumer complaints about health and personal care products involved cosmetics and hair care products.