Chinese Gen Zers are brand-savvy shoppers who have more access to product information than their predecessors. But how exactly is this consumer power affecting their beauty buying habits? What do they expect from cosmetics brands and how are their demands shaping the sector?

The Chinese government has taken action against what it calls 'sissy men' – that is, men, often celebrities, who are seen as too effeminate. Brands are increasingly operating in a complex and somewhat restricted terrain when it comes to communicating masculinity in China.

In Zegna's social spot, a virtual influencer and a real-life idol discuss their 'ideal man' – and they bring up none of the values associated with traditional masculinity. The ad points towards an interest in gender fluidity in China, even as state officials seek to reintroduce more conservative gender norms.

In China, the desire to be perceived as marriageable and successful has long driven men to adhere to a rigid (and largely unrealistic) model of masculinity – but societal shifts have sparked changes in attitudes. What does the ’modern man’ look like and what does he value in life?