“當(dāng)窗理云鬢，對(duì)鏡貼花黃”——形容女子化妝整理儀容的詩(shī)句，如果安在大老爺們兒上，會(huì)別扭嗎？

還記得不久前意外因“粉底”而走紅的韓國(guó)門將嗎？

如今，男性用護(hù)膚品甚至化妝品，都已不是什么新鮮事。

國(guó)內(nèi)兩大電商平臺(tái)……聯(lián)合發(fā)布了《去性別化消費(fèi)·中國(guó)兩性消費(fèi)趨勢(shì)報(bào)告》。

《報(bào)告》顯示，目前中國(guó)男士護(hù)膚品市場(chǎng)已達(dá)到百億規(guī)模，至2019年，市場(chǎng)總值將增至154億元人民幣。伴隨著網(wǎng)絡(luò)綜藝、偶像效應(yīng)、外來(lái)形象管理風(fēng)潮的影響，男性在“精致”生活上的消費(fèi)需求或?qū)⒂瓉?lái)大爆發(fā)。

▲韓國(guó)門將用的啥粉底？男士帶妝已經(jīng)不是稀奇事（via新華網(wǎng)）

以下是GlobalTimes (Metro Shanghai)近期刊登的一篇評(píng)論，部分配有中文翻譯。文末有小投票喲，歡迎大家參與！

Chinese men are spending more time and money on beauty

In China, beauty products have long been perceived as the opposite of masculinity. In the past, few Chinese males would invest in skincare or cosmetic products. Most even felt proud about not keeping up their appearance, as they felt this made them manlier.

But such ancient traditions are changing among younger generations of Chinese males. Data by Statista showed that Chinese men now tend to spend around 2.2 hours per week on personal grooming, Jing Daily reported on July 3.

在年輕一代中，（男人愛(ài)美太“娘”的）觀念正在改變。據(jù)精日傳媒報(bào)道，中國(guó)男性每周花費(fèi)在捯飭個(gè)人儀表上的時(shí)間達(dá)2.2小時(shí)。

According to another report by the paper.cn in August 2017, males in first-tier Chinese cities spent about 24 minutes on their daily grooming, and around 88 percent of men surveyed said they check for beauty and fashion information online.

Living in Shanghai, one of the most diverse and developed cities in China, I personally know many males in their 20s and early 30s who devote significant attention and money on their outer appearance. Skincare creams, perfumes and even cosmetics like foundation and concealer are no longer exclusive to Chinese women.

在魔都——這座中國(guó)最多元、最發(fā)達(dá)的城市之一，我身邊有許多二三十來(lái)歲的漢子，就會(huì)在自己的外表上投入大量精力和金錢。洗面乳、香水甚至粉底遮瑕膏這類的化妝品，都不再獨(dú)屬中國(guó)女人。

Many of my male friends here have the habit of using perfume. Some consult with me about skincare advice and fashion tips. For instance, my middle school classmate Jason once complained to me about his worsening complexion and asked me to recommend a good toner for him.

I told him to use hydrating water and facial lotions to moisturize his dry skin in the morning and evening, and he gladly took my advice and bought the products. He didn't feel the slightest bit embarrassed about asking or receiving help.

Likewise, my friend Lucas who studied in Japan for two years now adopts a strict skincare regimen. He tends to spend around 6,000 yuan ($897) annually on skincare products, mainly expensive facial toners, creams and serums.

He added that, in Japan, it is also common for men to use skincare and makeup products, as such displays mean you respect yourself and those who have to look at you.

So what factors have contributed to the rapid rise in skincare and cosmetics use among men in China? One reason is that more and more male Chinese celebrities and social media influencers are now openly using such products.

那么，究竟是什么讓中國(guó)漢子開始對(duì)護(hù)膚和化妝感興趣起來(lái)了？原因之一在于，中國(guó)有越來(lái)越多男性藝人和微博大V們，在高調(diào)地“愛(ài)美”。

The most well-known young male celebrities, including Lu Han, Huang Zitao and Kris Wu, all tend to wear makeup in public. Meanwhile, male beauty bloggers have been springing up on social media platforms such as Bilibili and Sina Weibo. Many have gained tens of thousands, or even millions, of followers.

Encouraged by these male celebrities, more ordinary men now want to try beauty products and feel less ashamed about doing so.

Another reason is that the younger generation of Chinese males have finally realized that appearances matter very much in today's modern society. When looking for a job, for example, men must appear confident, handsome and tidy, especially in fields like sales, services and public relations.

還有一個(gè)原因，則是年輕一代的中國(guó)男性，總算也意識(shí)到當(dāng)今是個(gè)“看臉”的社會(huì)了。比方說(shuō)找工作，尤其是銷售、服務(wù)、公關(guān)這類行業(yè)，男性也得形象氣質(zhì)佳，儀容整潔衣著好。

When dating, Chinese males with cleaner faces and better taste in clothes are also more likely to win a girl's heart. Research conducted by data consultancy company Kantar showed that around 73 percent of Chinese males in first-tier cities admitted that appearance matters a lot to them in both the workplace and personal relationships, China Youth Daily reported in 2016.

而在交往時(shí)呢？干凈的面容、良好的衣品也更能贏得女生的芳心。根據(jù)《中國(guó)青年報(bào)》16年的一篇報(bào)道，有咨詢公司調(diào)查稱，在中國(guó)的一線城市有73%的男性承認(rèn)，在工作和個(gè)人交往中，外表的確是非常重要的一項(xiàng)因素。

Personally, I think that the traditional belief that beauty products and trendy clothes are female privilege is outdated. I support Chinese males breaking through ancient perceptions about masculinity; they should be as free to pursue beauty as we ladies are.

在我個(gè)人看來(lái)，美容產(chǎn)品也好，時(shí)髦衣服也罷，它們都已不再是女性的專利。我支持漢子們打破對(duì)所謂“男子氣概”的古老觀念：如果你愛(ài)美，你也可以和我們妹紙一樣，有追求美的自由。

If women with short hair or wearing tomboy-style clothes should not be discriminated against, why should men be discriminated against for using skincare and beauty products? Both genders have an equal right to take care of their appearances any way they desire.

As younger generations of Chinese experience better financial conditions and higher consumption power, I believe their expenditure on beauty products will likewise become much higher in the near future.

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