MEN’S GROOMING 11
has entered the mainstream for men. Much of what makes waves in Asian beauty, eventually travels westwards, so there is an opportunity for players to introduce this concept to European and North American men. Perhaps what is most important about the Korean male makeup trend has been embraced by both gay and heterosexual consumers, generating a very broad potential market for products that can contribute to the look.
A quick glance at the followers of the
YouTube stars mentioned earlier reveals that a large proportion are women, keen to get tips on how to be creative with their own makeup. This is why, in order for a ‘sea change’ in attitudes towards male makeup to occur, men need to have natural-looking options that can be worn every day.
Product examples MMUK Man BB Cream – “Boasting the very best attributes that BB creams for men have to offer, all rolled up into one superior and luxurious daily product, which effortlessly combines natural cosmetic wear, expert skin care and coverage to leave those lingering imperfections, nothing but a distant memory. This all in one cosmetic product completely breaks the grooming boundaries, offering easy, no-fuss skin perfection, thanks to its 5 in 1 action packed formula. Providing an anti-shine finish which doesn’t cake or look in any way feminine, MMUK MAN’s revolutionary BB cream creates the illusion of an enhanced, smooth and imperfection free complexion all day long.” The 5 in 1 action includes: Age Defence, Inbuilt Tint, Brightening
March 2020
Enzymes, Sebum Controlling, Whitening molecules. It is interesting to note the emphasis on the non-feminine nature of the product, and promoting its ‘no-fuss’ and multifunctional benefits. This focus on multifunctionality is replicated across the men’s grooming sector; with the implication being that men do not want to engage in a multi-step skin care routine, they simply want one or two products that take care of all their skin’s needs. Tom Ford For Men Concealer – “This concealer is a practical, simple tool: a twist- up stick that swiftly camouflages redness, blemishes, under-eye circles or razor nicks in a natural-looking way. It can be applied with the fingers after moisturizer or eye treatment, and it seamlessly blends into the skin as it hides imperfections.” Again here, the marketing literature focuses on the practicality, simplicity and time-saving nature of the product, which it describes as a ‘tool’ in order to enhance the message. Also this product highlights that it offers a ‘natural’ finish. BB Tinted Moisturizer Broad Spectrum SPF 35 – “Time-saving daily moisturiser instantly improves appearance and replenishes hydration and helps even skin tone. Lightweight, multi-functional formula has a hint of color that provides a natural finish, and SPF 35 protects skin against UV rays that can cause the skin to age prematurely.” The literature here concisely combines many of the elements seen in the previous two products. However, what this product adds is the highly important element of SPF.
Although positioned here as an anti-aging protector, there is a real need for men to be more conscious of protecting their skin against UV rays in order to halt rising skin cancer rates among men. This requirement has been noted by
ingredient suppliers such as DSM, who have established a range of concept formulations aimed at improving male uptake of SPF personal care products, called ‘Bi My Buddy’.4
These products include a 3-in-1 Aftershave & Face Moisturizer with SPF 30, which is a light formula that soothes and moisturizes the skin.
Conclusion Male grooming is one of the perennial ‘growing markets’ of the personal care industry, but male makeup has yet to take a firm foothold in the bathroom cabinets of men in the West. But there are now signs that this might change, with the growth of the natural-focused ‘chok-chok’ trend among men in South Korea. Allied to the more theatrical male makeup YouTube stars, it is evident that slowly the barriers erected by the Victorians in the mid-18th Century are slowly starting to crumble.
PC
References 1
http://www.bbc.com/culture/story/20190206-
is-mens-make-up-going-mainstream
2
https://www.byrdie.com/history-makeup- gender
3
https://www.buzzfeed.com/gretaalvarez/male- makeup-youtube-stars
4
https://www.dsm.com/personal- care/en_US/trends/healthy-beauty- trend/
sunscreen-formulation-for-men.html
PERSONAL CARE NORTH AMERICA
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