Research On Beauty Product Design Based On Chinese Men's Consumption Psychology

Since the beginning of the 21 st century,with the change of social concepts and the improvement of people's consumption level,domestic men's views on makeup and skin care have changed in nature,and they are more and more concerned about their "face".This change of concept makes Chinese men gradually become an important group for the consumption and use of cosmetic products.At present,the domestic market for men's beauty products has reached a certain scale.However,at present,there are few cosmetic products specially designed for men in the market.How to make the cosmetic products better match the consumer psychology of Chinese men is the key to the market competition of various cosmetic brands.From the point of view of consumer psychology,this thesis deeply explores the consumption psychological needs of Chinese male makeup users through the study of domestic men's make-up consumers and potential consumers.Through the study of the theory of consumer psychology and male makeup products,this thesis finds out their combination points,and puts forward and summarizes the design principles and methods of the application of consumer psychology to male cosmetic products.Finally,the thesis of design practice verification is carried out based on the research results.It is of certain significance to the theoretical expansion of the design of male beauty products and the application of consumer psychology.The main contents and conclusions of this thesis are summarized as follows:(1)through the induction and carding of the research results in the related fields of male cosmetic product design and consumer psychology,as well as the investigation of the development status of male cosmetic product industry at home and abroad,this thesis puts forward that the application of consumer psychology in male cosmetic products plays a guiding role and more important research significance,clarifies the necessity that male cosmetic products need to be designed based on male consumer psychology,and makes clear the argument.(2)through the user research on the different effects of the individual psychological characteristics on the enterprise and the market reflected in a series of indicators,such as age composition,use demand,purchase decision,purchase motivation and so on,to find out the commonness of psychological activities shown by Chinese male makeup consumers in purchasing cosmetic products.Through the study of male make-up products,this thesis studies the product characteristics in this market,the consumer demand in the process of consumption in this market and the factors that stimulate these demands,and sums up the user portraits of Chinese male make-up products.it provides an argument for the guidance of consumer psychology and the research on the design of male makeup products.(3)based on the investigation results of Chinese male make-up users,the design principles and methods are put forward,and the design practice of male make-up products is carried out.It verifies the feasibility and necessity of consumer psychology in the research of male beauty product design.