Creativity, consumer insight reshaping male grooming sector

For Zhang Junhao, the disappointment that was writ large on his father's face after each post-dye haircut is still fresh in his memory.

"He would spend 400 yuan ($55.6) at the salon, only for the gray to show afresh at the roots within weeks of a trim," he recalled.

Like other middle-aged men who sought to look young and energetic for as long as possible, this was a luxury his father indulged in, albeit tinged with frustration each time.

This persistent problem — shared by millions of men trying to balance their appearance with professional aspirations — sparked an idea in Zhang that would eventually go on to bag the 2025 L'Oreal Brandstorm global innovation award.

Zhang's team, aptly named Dr Adonis, from the Chinese University of Hong Kong (Shenzhen), transformed this everyday concern into a smart home hair dyeing solution — Darklion — which married the precision of artificial intelligence with anti-hair loss care, and topped over 1,000 entries to claim the national championship prize at the Brandstorm, one of the world's largest youth innovation competitions.

For Zhang, a student at the Chinese University of Hong Kong (Shenzhen), and his teammates, the journey began with a simple observation: middle-aged men face a dual battle — gray hair and thinning strands — with traditional hair dyes offering no solution for hair loss.

"Our dads' generation juggles career pressures and appearance, but salon visits are time-consuming, and over-the-counter dyes damage hair further," he explained.

Darklion's breakthrough? An AI-powered camera that maps gray hair zones, recommending precise application to avoid waste — which is a godsend for men with short hair prone to frequent trims — and nourishing ingredients that tackle hair loss during the coloring process.

Market research deepened their conviction.

"We found 78 percent of men concerned about gray hair also show early hair loss signs," teammate Shen Kehan noted. "It wasn't just about covering grays — they wanted a solution that respected their time and scalp health."

Despite their diverse academic backgrounds — spanning finance and accounting — the team credits the competition for teaching them to ground innovation in reality. "Tech for tech's sake doesn't solve real problems," Zhang noted. "It also requires understanding how to uncover unsatisfied needs, such as the emerging trend of men's skin care."

While Dr Adonis tackled hair, the runner-up team of students named REVIX from Shanghai New York University zeroed in on a skin care "blind spot": men's patience for slow-acting products.

"Traditional eye creams promise results in 28 days, but men often quit after a week," said team member Huang Yicheng. Therefore, the three-member team figured out a sleek device embedded with NFC chip technology that tracks real-time changes in dark circles and puffiness, projecting data onto users' phones.

Their research also overturned stereotypes.

"We initially believed men's skin care needs were limited, but research revealed a vast market size. Surprisingly, men's demand for eye care ranks among the top two skin care concerns, surpassing expectations significantly," Huang explained.

The product's success lies in understanding gender-specific habits. "While women focus more on ingredients and skin feel, men crave 'effortless efficacy' and prioritize technology — our chip turns skin care into a measurable science."

Now in its 33rd year, Brandstorm attracted over 40,000 Chinese participants this year, with over 1,000 entries focusing on male beauty and care.

The contest highlights global trends where men are embracing more sophisticated grooming routines and focusing more on their skin beauty.

According to insights from a 2024 report by data analysis company Endata, China's market size for male cosmetics was 14.485 billion yuan in 2018, but by 2023, it had exceeded 20 billion yuan.

Male skin care products accounted for over 80 percent of this market. The market saw substantial growth, from 5.3 billion yuan in 2017 to 16.53 billion yuan in 2023, maintaining an annual growth rate of over 24 percent.

The increasing awareness of male skin care, especially among younger generations, is reshaping this market toward more specialized and segmented products to meet their increasingly diverse needs.

Shen, a member of Dr Adonis, reflected on their repeat participation. "Last year, we struggled with tech-focused ideas that resonated more with female users. This year, approaching the topic from a male perspective helped us identify untapped needs. We believe male skin care is becoming a significant trend."

Li Lin, general manager of L'Oreal China's mass market products division, also pointed out that 51 percent of men in China use facial cleansers and skin care products, surpassing Europe's 32 percent, signaling a booming market for tailored solutions.

As a former Brandstorm participant 25 years ago, Li noted the shifting landscape. "Two decades ago, my mission was introducing global innovations to China. Today, it's about taking Chinese innovations to the world."

She highlighted China's mature consumer demands and technological ecosystem as drivers for breakthroughs, like chip-integrated beauty devices and data-driven solutions.

"The Chinese youth are merging traditional beauty with cutting-edge tech, reflecting a market that values both functionality and personalization," Li said. "This shift positions China to lead global beauty innovation, leveraging our unique consumer insights and tech-driven creativity."

As the winning teams prepare for the global finals in Paris, France, their success underscores how youthful creativity, combined with deep consumer understanding, is reshaping the male grooming industry — proving that innovation, when rooted in real-life needs, transcends borders.