While beauty cosmetics for females have been around
for decades, encouraging women to spend fortunes on reducing wrinkles, plumping
cheeks and boosting that ever-youthful glow; the same cannot be said for men.
The traditional masculine image depicted in society has not allowed room for
exfoliating and moisturising, until now.
The development in anti-ageing products for men in the past few years has been astounding. Going
further than the scientific research we have seen for women, these new skin
treatments are focused on the fundamental differences of a man’s skin compared
to that of our female counterparts. For instance, did you know that male skin
is typically 20% thicker than a woman’s?[i] For many males, simplicity
has always been favoured over complexity, and it is the same with any form of
skincare. Why have two different products for cleaning hair and body, when both
are still ultimately doing the same job? It has become clear that while there
is ample opportunity for male cosmetics, creating a specific market for men’s
skincare has required a much different approach than that used for women.
Not only this, but the marketing itself for
men’s skincare must also be completely different. It has emerged that men were
put off any cosmetics that focus on ‘anti-ageing’, ‘age-reversing’ or
‘rejuvenating’, especially when in relation to the product name.[ii] The simple packaging and
sleekness of designs are, of course, not accidental by any stretch of the
imagination. Steely tones and masculine labels have transformed effeminate
beautification into something men can, and now will, happily do. With such
testosterone-fuelled names such as Bulldog
for men and Kiehl’s Facial Fuel too, there is nothing to be embarrassed about if one
gets caught moisturising.
Take the descriptions of respective male and
female intended products, for instance:
Bulldog’s Anti-Ageing Moisturiser promotes “Just because the Bulldog’s a wrinkly old
beast, it doesn’t mean that you have to be.” On the other hand, L’oreal
Revitalift Magic Blur (anti-ageing moisturiser) states “Believe the blur. Blurs lines in seconds. Everyday anti-wrinkle action.”
Aside from the clear marketing techniques of the to-the-point Bulldog product
name compared to the mystical L’oreal ‘magic blur’, there is a distinct
difference in tone of voice for both products. This is just one example of the
determination of marketing companies to channel positivity into the new male ‘beauty’
market.
Previously the majority of men would not admit
to using beauty products, especially anti-ageing focused ones, due to the
feminine associations society holds to it. With this much more masculine
approach, however, there is a new market for male skincare that is flourishing.
In fact, even last year 58% of men between 18-24 and a larger 63% of those
25-34 admitted to using a specific facial moisturiser.[iii] Despite the more
traditional social norms stipulating otherwise, men do want to look good, and
of course nobody wants to look 65 before they actually get there. As this trend
continues to grow men are becoming less inhibited in their skincare habits and
now even things such as serums are shared by the men’s market too. Could this
show that equality is being reached for on both sides of the sexes? Who knows
but it certainly seems fairer.
Best skincare of men 2019
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