With the emergence of men's makeup today, famous cosmetic brands are now planning to take it to the mainstream. The likes of Chanel, L'oreal, and others are creating a makeup line that will be catering to male consumers.
Chanel, Pola Orbis, L'oreal, Tom Ford Beauty, and Estee Lauder, among others, are just a few cosmetics brands that will launch new ranges of make-up for men, per the South China Morning Post. Aside from make-up bloggers, celebrities, and K-Pop idols, it also has different potential clients like some conscious executive and other vain males.
"Giving off a sense of cleanliness is becoming a kind of business skill," Pola Orbis subsidiary Acro president Akira Gogo said. The Japanese brand recently launched a men's makeup line in September, including 15 different shades of foundation with the names like Crispin and Joaquin.
According to reports, there were previous experiments made in this field, and it, unfortunately, flopped. As major brands are now eyeing to take a risk once again, the companies remain reserved to hype it up too much. "We don't expect to see sales suddenly jump - we're trying to create a new culture," Gogo explained.
But as men's makeup is now more acceptable, and has a high demand in the market - especially in South Korea because of the emergence of K-Pop boy band - there is a big possibility that it will be a big hit this time. However, the said make-up brands only take "tentative steps" to venture into men's makeup business.
L'oreal only has BB creams for men. Estee Lauder creates a color-correcting moisturizer that can imitate the effect of photo filter.
Tom Ford remains to be a world-famous name when it comes to men make-up. Tom Ford Beauty sells lipsticks with the names like Alistair and Scott, and men's mud masks.
Chanel is new to this business. Its men's makeup line, called Boy, includes matte lip balms and eyebrow pencils in different shades. New entrants like this brand see a rise in demand as it develops beauty regimens that will cater the male consumers' needs.
The Sixth Tone reported that although men are now investing more in their physical appearance today, there is still little data on men cosmetics use in China.
According to market research firm Euromonitor International, sales of grooming products for men have an average annual rate of 7.9 percent between the years of 2012 and 2016. It shows a dramatic rise compared to the global average of 5.1 percent during the same period. These products include necessities like toiletries and fragrances and not beauty cosmetics like foundations and lipsticks.
However, with the ongoing trend today, Euromonitor expects a significant rise of 20 percent, which is a way higher than in 2016. It also foresees its market to be worth $2.2 billion.
