Cross-Cultural Variations in Gendered Marketing for Male Grooming Products Through Digital Strategies in Chinese and Western Markets

Abstract

Against the backdrop of global integration, the market for male beauty products is growing rapidly, and digital marketing has become the core competitiveness of brands. However, due to the cross-cultural differences between China and the West, there are also significant differences in marketing models. This research aims to analyze the cross-cultural differences in the impact of digitalization on male beauty products in China and the West, explore the market shares occupied by male beauty products in China and the West under the cross-cultural background differences, and conduct a comparative analysis of the digital marketing strategies implemented by different brands for male beauty products. Through case studies, it compares the impact of digitalization differences on marketing strategies. Furthermore, innovative marketing strategies have been proposed for the digital marketing of male beauty products, with the aim of providing new ideas and references for research in this area.