More men taking time to adjust their makeup to improve appearance

Wearing makeup is second nature to women, but Chinese men are also now investing more on their looks.

Cedric Cai, 25, a marketing account executive with auditors and consultants KPMG in Beijing, said he wears makeup two to three days a week, with the aim of hiding any skin imperfections and improving his look. The cosmetics he uses include foundation, concealer, lipstick and eyebrow powder.

"At least when it comes to job-hunting and on social occasions, good looks and a nice temperament will gain you more opportunities and tolerance," he said.