Deep Insights into Male College Students' Skincare Preferences
This study applies the Kano model analysis to evaluate six key skincare functions (moisturizing, oil control, acne treatment, sun protection, anti-aging, and whitening) for Kean brand's male college student target market. The analysis aims to provide data-driven recommendations for product development priorities.
Through in-depth interviews, we collected satisfaction data from 10 male college students with diverse backgrounds. Participants varied in family income, skin type, athletic interests, academic majors, and relationship status to ensure sample diversity and representativeness.
The Kano model is a product development and customer satisfaction analysis tool that evaluates how product features affect user satisfaction when present versus absent. Features are classified into:
| Function | Satisfaction When Present | Satisfaction When Absent | Function Type | Satisfaction Comparison |
|---|---|---|---|---|
| Moisturizing | 3.8 | 1.5 | Must-be |
|
| Oil Control | 4.2 | 1.2 | Must-be |
|
| Acne Treatment | 4.5 | 1.3 | One-dimensional |
|
| Sun Protection | 4.0 | 1.8 | One-dimensional |
|
| Anti-aging | 3.5 | 2.8 | Attractive |
|
| Whitening | 3.2 | 3.0 | Indifferent/Attractive |
|
"Male skin is thicker with more oil secretion, so sunscreen products need to be lightweight, non-greasy, and preferably with a matte finish to avoid shine."
— Dermatology Professor, 25 years of clinical experience
"I believe Kean should prioritize oil control, acne treatment, and sun protection for their male skincare line. Oil control and acne treatment address common pain points, while sun protection is fundamental yet often overlooked."
— Skincare Market Research Expert
"Male college students prefer simple, efficient, and straightforward skincare. They typically don't pursue complex routines and prefer 'all-in-one' products."
— 28-year-old Campus Marketing Specialist
"I prefer multi-functional products, like sunscreen+moisturizer in one bottle—convenient and time-saving. I prioritize non-greasy texture and long-lasting effectiveness, especially during sports when I sweat a lot."
— 20-year-old Sports Major Student
"I prioritize long-lasting oil control and gentle acne treatment—these are core needs for oily, acne-prone skin. Repairing acne marks and preventing new breakouts are also important, but secondary."
"I'd prefer to see anti-aging products specifically designed for sensitive skin. As we age, anti-aging becomes increasingly important, but sensitive skin users often have limited options in this category."
"For me, anti-aging products must be: lightweight, easily absorbed, non-greasy, and suitable for post-all-nighter rescue. They should provide immediate brightening effects, making skin look more radiant and photogenic."
"I prioritize non-greasy texture and long-lasting effectiveness, especially during sports when I sweat a lot. I want products that primarily address sun protection and post-sun skin repair."
Essential baseline functions that products must include
Addressing the typically oilier skin of male users, a fundamental need
Basic skincare need, but must avoid greasy feeling
Major pain point for male college students, effectiveness directly impacts satisfaction
Key functions that create competitive advantage
High potential for awareness growth; develop lightweight, non-whitening, non-greasy male-specific sunscreen
Simplified skincare routines, such as oil control+acne treatment+moisturizing all-in-one products
"If Kean launches a product line for oily, acne-prone male skin, I'd prefer all-in-one solutions that simplify skincare routines and save time and effort."
Additional functions that enhance brand premium potential
Targeting students who experience late nights and stress, emphasizing revitalization and energy restoration
Avoid using "whitening" terminology; instead, focus on "evening skin tone" or "brightening"
"My skincare pain point is the fatigue and dullness after all-nighters. Many products either just moisturize or just whiten, but rarely address both issues simultaneously."
Facial cleanser, serum, gel
Oil control, acne treatment, soothing repair
$7-15
Sunscreen lotion, sunscreen spray
Sun protection, oil control, antioxidant
$12-18
Serum, cream
Antioxidant, skin brightening, fine line improvement
$18-30
Establish "Scientific Skincare, Simple & Effective" as brand value proposition
Emphasize male-specific formulations
Avoid overly feminine product expressions
"Kean can emphasize 'Scientific Skincare, Simple & Effective,' focusing on practicality and value. For example, launch a male-specific 'Morning Vitamin C, Evening Vitamin A' set, or an all-in-one product combining oil control, acne treatment, and sun protection to meet male users' convenience needs."
Campus representatives and experience activities
E-commerce platforms (RED, TikTok, Tmall)
Gym and sports venue partnerships
"Dorm experience activities: Set up trial sizes in dorms to generate word-of-mouth; Sports venue integration: Place product sampling stations at gyms or sports facilities; Social media challenges: Launch an 'Acne Challenge' to increase engagement and participation."
Authentic before-and-after results from real users
Simple, accessible male skincare educational content
Collaborations with campus KOLs and sports influencers
"Campus KOL collaborations: Partner with influential male students to increase product credibility; Data-driven marketing: Use surveys or skin tests to provide personalized skincare recommendations."
Based on the Kano model analysis, Kean brand should prioritize developing oil control/acne treatment and lightweight sunscreen product lines to meet the basic and expected needs of male college students. Multi-functional product designs better align with the target users' preference for simple and efficient skincare routines.
Product development should focus on lightweight, non-greasy textures, simple application steps, and visible effectiveness, while maintaining value for money to accommodate student budgets. Anti-aging and skin brightening can serve as differentiation directions for premium market segments, targeting users with specific needs.
"Texture: Lightweight, easily absorbed, non-sticky, leaving skin feeling fresh and non-greasy."
Marketing communications should emphasize scientific validity and practicality, avoiding overly beauty-focused expressions, and strengthen brand-user emotional connections through campus scenarios and sports contexts.
"Male consumers' pain points and emotional needs often center around 'simple, effective, and burden-free' solutions."