P&G expanding male grooming product category in nation

The China International Import Expo has provided foreign companies with a unique window into the psyche of Chinese consumers, which they can then leverage to drive product innovation and expand their presence in this super-sized market, said a senior executive.

This is particularly the case for the male grooming market in China, as consumers are increasingly willing to invest in high-quality, personalized and diverse products due to changing social attitudes and enhanced self-image awareness, said Victor Leal Negre, senior vice-president of Procter &Gamble's grooming business in Greater China.

"This year marks P&G's sixth consecutive year participating in the expo, and it is also the sixth year for our male grooming category. Over these six years, we have witnessed the event unleashing the benefits of openness and promoting mutually beneficial cooperation," Negre said during an exclusive interview with China Daily.