“The woman shall not wear that which pertaineth unto a man, neither shall a man put on a woman’s garment: for all that do so are abomination unto the LORD thy God.” – Deuteronomy 22:5
Male grooming is now a multi-billion pound worldwide industry, thanks to a growing number of men spending more on their appearance. Face wash, moisturiser, pore strips and hair removal products are now commonly featured in many a man’s bathroom cabinet – and now also, makeup.
Given that there is already a male Cover Girl spokesmodel, whole beauty sections in stores dedicated to men and articles in men’s magazines extolling the virtues of products such as concealer, it seems likely that 2018 will be the year when men’s makeup goes mainstream.
Makeup companies have been trying to sell to men for decades. But the big challenge, as every marketer knows, is getting men to believe makeup can be manly. Some companies try to do this by opting for a more manlier name – rebranding mascara to manscara, eyeliner to guyliner, foundation to tinted moisturiser. Others argue that make up gives men “masculine benefits” by contouring a more pronounced jaw line, by attracting women, or by fixing so called “skin problems” (such as “patchy beards” and “lifeless eyes”).
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