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The Next Wave

Cosmetics aren't just for women. More men are now embracing makeup and grooming products than ever before. We look beneath the skin in Japan and China to explore the trends in this growing market.
The Next Wave

The Next Wave - S1E3: The New Metrosexuals

22 Jan 2020 10:30am
Cosmetics aren't just for women. More men are now embracing makeup and grooming products than ever before. We look beneath the skin in Japan and China to explore the trends in this growing market.

The Next Wave

About the show:

Millennial Parents. Eco-consumers. Middle-Aged Men In Lycra (MAMILs).  

Meet the next wave of consumers with a rising spending power.

In each episode, we explore a fast-growing consumer demographic in Asia, and gain intimate insights into the trends surrounding them:

- Why is the male grooming industry on the rise?

- How are companies bridging the divide to reach consumers in rural areas of China and India?

- What are the opportunities in Asia's Silver Economy?

- How are brands empowering today's tech savvy parents to raise their kids?

- What makes avid middle-aged cyclists attractive to lifestyle marketers?

Find out how businesses are developing a long-term brand relationship with these groups, with specific marketing strategies and product development with a digital twist.

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