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news-mashable-yahoopartner-blog · 5 years

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Men's makeup brands are discreet — and all over Instagram

Nestled on my Instagram feed between a picture of a high school friend living their adult life and one of the Kardashians (they’re starting to blur together), was a sponsored post for “makeup for men” entitled War Paint. As I sat there watching the ad jump to life— a tattooed man covering his well-lit skin with a black beauty blender— I couldn’t get over the fact that it’s literally called “War Paint.”

Over time, I scrolled into more of these sponsored ads, like a weasel wandering into well-laid traps. Granted, I’m a gay guy who’s been wearing makeup since high school; some tinted moisturizer here, some blush there, but makeup nonetheless. So while I’m aware that these ads might not be enticing to me, per se, I wonder if they’d be enticing to someone who isn’t ready to step foot in a Sephora at any given moment.

If their ads are any indication, the brands I’m seeing on Instagram are attempting to change the narrative around men's makeup and open up that corner of untapped market that men represent.

First, it’s important to note that queer men have been wearing makeup openly for a while. And thanks to male beauty gurus on YouTube, like James Charles and Jeffree Star, it’s commonplace to scroll by a boy with a “full beat” on Instagram. “The boys in beauty aren't blurring gender—they're expanding it,” writes Koa Beck in Marie Claire.

SEE ALSO: 7 of the best light masks for acne, according to reviews

While mainstream media is no stranger to putting makeup on men (David Beckham was recently on the cover of Love magazine wearing green eyeshadow), it’s still a tough sell to the average straight guy. According to surveys, men are still quite hesitant to wear makeup.

The "Beauty Boys" are forcing brands to pay attention, making it clear that there’s an untapped market out there in the way of men’s beauty. Most recently, Chanel dropped a small line of makeup for men in late 2018. Forbes called it "revolutionary" and after GQ's style and grooming director tried it, he urged readers to "Wear more make-up." Charlotte Tilbury and Fenty have both put out official videos demonstrating their products on men in an attempt to grab male customers and sell them on the fact that they, too, could benefit from some beauty hacks.

High-end brands aren't a realistic option for men who are just beginning to dabble in makeup— $65 for a Chanel foundation is a leap, even if it is made for men. Charlotte Tilbury and Fenty, on the other hand, package their products in typical makeup fashion: shiny, colorful, and branded—characteristics that might make them weary candidates in a straight guy's toiletry lineup. And at the end of the day, it's all still makeup, a genre of grooming that doesn't open its door that widely to men, particularly straight men...yet.

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Our Concealer Swatches, what shade are you?

A post shared by War Paint (@warpaintformen) on Nov 15, 2018 at 3:07am PST

Altr conducted a men’s makeup survey with UK adults (1000 men and 1000 women) aged 18 to 35. When asked if they had ever worn makeup or concealer, 19 percent of men admitted they had, 20 percent admitted they'd thought about it, and an overwhelming 61 percent said they haven't worn any and haven't thought about it either. And 56 percent of men said they wouldn’t be comfortable approaching a makeup counter— a number that rises as the age bracket reaches 35.

Perhaps the most interesting tidbit from the survey is this: 10 percent of men said they knew “a lot” of guys who wore some sort of makeup, compared with 5 percent of women. This might point to the fact that men who do wear makeup only discuss it with other men.

I realized, though, that that’s the point of these discreet, direct-to-consumer operations selling makeup for men. Nobody has to know. Unlike the new male-focused beauty lines from cosmetic powerhouses like Tom Ford and Chanel, these Instagram-savvy brands are making it a point to steer clear of traditional beauty jargon when advertising their “tools.”

Stryx, a company that sells just concealer and tinted moisturizer, markets them as just that: “tools.” The packaging goes a step further to ensure that anybody who lays their eyes on it won’t really know what it is. The concealer stick looks like a pen or a stylus, sleek and black. The tinted moisturizer looks like it could be a number of things, also sleek and black. Perhaps a portable charger? A fancy deodorant, maybe?

On a desk, these "tools" blend in to their surroundings

Image: stryx

Stryx was founded by three men: Devir Kahan, Joe Lieberman, and Isaac Rami. In a phone interview with Mashable, they spoke about their approach to "cosmetics" and why their products have the potential to spearhead a new frontier in which men wearing makeup is the norm.

Instagram plays a huge part in their business plan, says Rami. "We’re able to directly speak to our consumers and change and develop things in the direction they wanna see it...it’s in our DNA."

According to Forbes, Instagram influencer marketing could be worth more than $2 billion in 2019. That’s a lot of money to be spent on people hawking products on a photo sharing app.

Altr is another brand selling makeup for men on Instagram and it’s more straightforward. Alex Doyle, the company's founder, puts more of an emphasis on marketing "makeup" straight up. "We tend not to shy away from the cosmetic angle, or promote discretion, like some other brands do," Doyle told Mashable over email.

The UK-based brand touts a fuller range of products, similar to Stryx’s, like Face Fix, a concealer-ish formula made for men using specific ingredients like China clay. The blemish fighting tool comes in a blue tin and upon first glance, it's easy to mistake it for a lip balm.

While packaging seems to be of utmost important to these brands, it’s hard to tell if it's really making a difference.

Barret Wertz, the style and grooming editor of AskMen claims that while shirking the stigma around these products may take time, it is doable. "Incorporating hyper-masculine copy or imagery is one very easy way of doing that, allowing men to buy something that inherently looks masculine, while still receiving the benefits of makeup," he says.

Altr's answer to concealer: "Skin Fix"

Image: altr

Altr's moisturizer, containing a "subtle whiskey extract," is a winking example of a product made by men, for men. "I’ve always really enjoyed whiskey personally which was a big reason behind it," Doyle admits. But it's not just for marketing purposes. "The whiskey infusion helps our key soothing ingredients such as Chamomile and Aloe Vera 200x properly absorb into the skin," Doyle claims.

While that may sound like marketing hoo-ha, it’s actually not. Mintel, a leading market intelligence agency, conducted a survey in 2017 that found that men do pay attention to ingredients. “Natural” is the “top attribute” that men look for on packaging of personal care products. Whiskey, it seems, might actually persuade customers to follow through with a purchase.

Stryx’s nod to hard liquor comes in a different form: the shade selection. While their range is weak (they’re planning to expand it soon), it’s the way users choose their color that stands out. To select a shade, users can pick between three different tumblers filled with ice. "We see our whiskey glasses as interesting and different, but many of our customers don't even realize that it's different or unique, per se, as it's their first time thinking about cosmetics and shades," says Kahan.

Light Cognac, Medium Mahogany, and Dark Eclipse make up the shade range.

Image: Stryx

With men's cosmetics is potentially a massive emerging market, it's hard to tell whether these particular brands will thrive. Wertz doesn’t think makeup will ever be a staple in the average straight man’s routine. "I don’t think you’re ever gonna see a guy with a fully beat face who’s going to work at a bank," he laughs, "that’s probably not gonna happen."

Yet, with only a couple products to their names, these companies have managed to get their feet in a door that didn’t exist, say, five years ago.“While California is our biggest market, demand is actually surprisingly widespread across the country, with a lot of orders coming from southern states like Texas,” says Doyle about Altr’s reach.

"We have not found that a specific age buys our products more than others, and our customers range in age from 18 all the way to 50,” notes Kahan. “We have delivered Stryx orders to customers everywhere from Apple headquarters and the tech sector, to actors and directors, to "strait-laced" professionals on Wall Street or in law."

Somewhere between Bear Grylls and James Charles is the everyman. The one who just wants to wake up, go to work, and fit in with society. If having a clear face comes naturally to them, great. But what if it doesn’t? What if they suffer from acne scars? What if they’re just naturally a little ruddy?

Those questions might not be easily answered, but some should find solace in the fact that the solution could be just a click away.

Editor's note: Mashable and AskMen are both owned by Ziff Media Group.

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robertshugartca · 5 years

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The Oscars red carpet is not typically the venue for no-makeup...

The Oscars red carpet is not typically the venue for no-makeup makeup looks… unless you’re a man, that is. Indeed, though it may seem like male celebs show up to award season with innately flawless skin and filled-in brows, their perfected visages come courtesy of a few clever products that offer truly natural results—because heaven forbid it seem obvious that a man is wearing makeup. (Oh, standards of gender presentation. A discussion for a different day.)

Anyway, not every makeup product marketed as offering a natural or indetectable effect delivers on its promises, but we are seriously impressed with the cool products celebrity makeup artists used on famous men like Rami Malek and Henry Golding on the Oscars and SAG Awards carpets this year. If you’re into the look of perfect skin and snatched brows without looking like you have any makeup on at all, keep scrolling to check out the beauty products and advice that will make you look as low-key flawless as an A-list dude.

For Nicholas Hoult, makeup artist Kumi Craig, who specializes in men’s grooming, focused mostly on skincare so she could use as few makeup products as possible. "It was easy to achieve a fresh-faced look for Nicholas with his already glowing skin,“ she said. She used Dior's Age-Delay Mattifying Serum ($95) all over the face and Prestige Le Micro-Serum de Rose Yeux ($225) under his eyes before applying the brand's Backstage Face & Body Foundation in shade 0CR ($40) for light coverage. "After seeing Rami ’s Saint Laurent Tux I immediately knew that I needed to keep his look classic Rami: handsome leaving a cool vibe,” said makeup artist Marissa Machaco of the Best Actor winner’s Oscars beauty look. Machaco used the buzzy non-toxic brand Kosas Cosmetics—its hydrating Tinted Face Oil in shades 05 and 06 “to create a natural sun-kissed warmth” and its Kosasport LipFuel in Baseline, “which has been [Rami’s] trusted lip hydrator all award season” and will be available soon. For skincare prep, Rami received a facial from Beverly Hills esthetician Cynthia Franco before hitting the red carpet. Tom Ford actually has a whole range of cosmetics marketed toward men. From what we can tell, nothing about the ingredients makes these concealers and lip balms better suited to men’s skin, but the streamlined brown packaging does seem a little more compatible with male consumers concerned about that sort of thing. For Henry Golding’s SAG Awards look a lineup of Tom Ford men’s skincare and makeup was used including its Skin Revitalizing Concentrate ($155), Oil-Free Daily Moisturizer ($109), Anti-Fatigue Eye Treatment ($95), Bronzing Gel ($49), Concealer in Medium ($42), and Hydrating Lip Balm ($25). No wonder the dude looks so glowy. Another look that focused heavily on skincare was Topher Grace at this year’s SAG Awards. Groomer Kristin Heitkotter used Dior’s Hydra Life Pores Away Pink Clay Mask ($69) for three minutes to unclog the skin, then followed up with the brand's Capture Youth New Skin Effect Enzyme Solution ($65) to hydrate and prime his skin. Next she applied the brand’s Capture Youth Redness Soother Age-Delay Anti-Redness Soothing Serum ($95) to his T-Zone and topped him off with its Hydra Life Fresh Hydration Sorbet Creme ($69). As for makeup, Heitkotter used Dior’s Backstage Face & Body Foundation in 1N ($40) to even his skin tone and the Diorskin Forever Undercover Concealer in 021 Linen ($34). To add definition to his brows, she used the Diorshow Brow Styler in Universal Brown ($29). Next: Don’t miss 28 holy-grail skincare products that cost less than $5 per wear.

source https://gothify1.tumblr.com/post/183055896030

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cloutshoes · 4 years

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Tom Ford Tom ford for men hydrating lip balm

An ultra-emollient lip balm for men

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todaynewsstories · 5 years

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In Asia, nascent men’s make-up market starts drawing big brands

SEOUL/PARIS/TOKYO (Reuters) – From an eye shadow that opens with the flick of a thumb, Zippo-style, to a barely-there foundation in subtle blue-gray packaging: men’s make-up is getting a makeover as manufacturers bid to take it more mainstream.

France’s Chanel and Japan’s Pola Orbis are among firms launching new ranges to exploit signs of rising demand for cosmetics among men, especially in Asia, betting the tide is finally turning in a segment that has long underwhelmed.

Beyond showbusiness circles or the limited realm of beauty bloggers, the brands have other clients – such as image-conscious executives – in their sights, as they emphasize the undetectable aspects of some products.

“Giving off a sense of cleanliness is becoming a kind of business skill,” said Akira Gogo, president of Pola Orbis subsidiary Acro, which launched a men’s make-up range in September that includes foundation in 15 different skin tones given names like “Crispin” or “Joaquin”.

With some previous experiments in this field flopping, and dominant players such as France’s L’Oreal on the fence, it’s a gamble the companies are reticent to hype up too much.

“We don’t expect to see sales suddenly jump – we’re trying to create a new culture,” Gogo added.

But an increasingly receptive audience in markets such as South Korea – where wildly popular “K-pop” boy bands and their cute, flawless looks have helped redefine ideas of the comely male – points to growing potential for this niche.

That is partly down to consumers such as Lee Ho-June, a 28-year-old who runs his own company as a fashion designer. He says he draws the line at a full face of make-up, unlike some acquaintances who paint their eyebrows, but has got used to using tinted moisturisers like BB creams – and visiting beauty stores with growing men’s counters.

“For me as a guy, it had been embarrassing and awkward to walk into a cosmetics shop,” Ho-June said, as he browsed with a female friend in downtown Seoul. “Now I enter a shop without hesitation.”

Asia’s male grooming market is still a relative minnow, accounting for under a fifth of the $49.5 billion industry globally in 2017, according to data from market research firm Euromonitor.

Yet while business in other regions revolves around shaving products and deodorants, Asia already punches above its weight in men’s skincare, accounting for more than 60 percent of worldwide sales in one of the industry’s fastest-growing segments.

MEN’S NEEDS

Most cosmetics makers have made, at most, only tentative steps into men’s make-up.

L’Oreal, which featured a male model for the first time in a 2016 advertising campaign for a foundation, makes BB creams for men. So does Estee Lauder, under its male Lab Series brand, which recently also launched a colour-correcting moisturizer meant to mimic the effect of a photo filter.

But the U.S. company’s Tom Ford ranges are among the only world-famous names in male make-up. Some others, including a line attempted in 2008 by French couturier Jean Paul Gaultier, were discontinued.

Tom Ford Beauty, which sells lipstick hues with names like “Alistair” and “Scott”, and men’s mud masks for $60, declined to comment on its sales progress since entering the space in 2012.

Model Masafumi is made up by make-up artist Hiroki using Pola Orbis subsidiary Acro’s cosmetics during their demonstration at a department store in Tokyo, Japan, September 28, 2018. Picture taken September 28, 2018. REUTERS/Toru Hanai

Neither Chanel nor Acro disclosed how much they’d invested in the launches.

But the new entrants, with products priced at up to $75 for a foundation in Chanel’s case, are banking that men will become more exacting as they develop beauty regimens, seeking out specific textures to cover their larger pores, for instance.

Chanel, known for its No.5 perfume and fashion ranges, included matt lip balms and eyebrow pencils in shades such as gray in its new men’s make-up line called “Boy”.

“We are convinced that targeting men’s specific needs will lead the industry to real innovation in application techniques, in new products with multiple uses, and new formats,” Chanel said in emailed comments.

Its range had already attracted some interest at a Chanel store in Seoul in November, though male customers were scarce.

“It can be a great gift for men,” said Oh Min-Ji, 29, who said she shared some of her make-up with her younger brother but had found the idea of giving him women’s products “awkward”.

Acro has sought to make the products accessible to men by putting the accent on their application.

Chunky foundation bars can be applied with motions similar to using an electric razor, while the shape of others recall an e-cigarette than can be easily carried in a jacket pocket.

KOREA FIRST, CHINA KEY

In South Korea, spending per head on men’s skincare – seen as a small leap away from using concealers and make-up – already beats other countries hands down, with consumers splurging more than 10 times more than their U.S. or French peers, according to Euromonitor.

“The pressure to look youthful is very, very strong in South Korea. In jobs, you have to look like a 20-year-old – but have 20 years’ experience,” said Michael Nolte, creative director of cosmetics trend forecasting company BeautyStreams. “It’s a cultural thing too, boyish good looks are in.”

That brings opportunities, but also some hurdles, for the brands in a fiercely innovative and competitive local cosmetics market where non-male specific make-up is already becoming popular with men.

In the eight months to August, South Korea’s biggest online shopping site Gmarket recorded a 130 percent jump from a year earlier in the sale of cosmetics to male customers, including mascara and lip tint.

Chanel brought out its “Boy” range in South Korea in September, and plans to land it in Asian, U.S. and British stores in 2019. Acro has initially focused on stores and online sales in Japan, but sees South Korea and Thailand as potential entry points to the broader Asia market, which it plans to enter next year.

A key test for contenders in men’s make-up would be to eventually crack China.

Its overall beauty market was worth an estimated 39 billion euros ($44.35 billion) in 2018 and is expected to more than double by 2030, according to L’Oreal forecasts. Signs of interest from male shoppers are already appearing.

Slideshow (4 Images)

JD.com, China’s No. 2 e-commerce company, said the number of male consumers buying make-up in the first 17 days of a special sale period in June this year had jumped 61 percent from a year earlier. Popular skincare brands included LVMH’s Dior and Procter & Gamble’s Japanese label SK-II.

“It’s really starting to change,” said Shanghai-based TreeTree Wu, 26, a male cosmetics blogger with almost 270,000 followers on Chinese microblogging platform Sina Weibo, and avowed fan of Fenty Beauty, a brand launched by singer Rihanna alongside LVMH.

“It’s not just male stars but lots of young men are using make-up,” he added. “Regular ordinary people, students and others, who might at least be painting their eyebrows.”

Additional reporting by Haejin Choi, Yijin Kim and Daeun Yi in Seoul and Adam Jourdan in Shanghai; Writing by Sarah White; Editing by Alex Richardson

Our Standards:The Thomson Reuters Trust Principles.

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fashiontrendin-blog · 6 years

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Chanel is launching Boy de Chanel, a makeup line for men

http://fashion-trendin.com/chanel-is-launching-boy-de-chanel-a-makeup-line-for-men/

Chanel is launching Boy de Chanel, a makeup line for men

Men’s makeup is a massive trend in the beauty world, and now Chanel has become the latest big brand to launch a cosmetics range for men. Called Boy de Chanel, it comprises an eyebrow pencil in four different shades, a foundation – with SPF 25 – and a matte moisturising lip balm.

Fans can expect the brand’s usual high-quality formulations and luxe packaging – albeit in sleek all-black this time. The name Boy de Chanel is thought to be a reference to Boy Capel, who was a lover and muse of Gabrielle ‘Coco’ Chanel’s.

Chanel said in a statement: “Just as Gabrielle Chanel borrowed elements from the men’s wardrobe to dress women, Chanel draws inspiration from the women’s world to write the vocabulary of a new personal aesthetic for men. Lines, colors, attitudes, gestures… There is no absolutely feminine or masculine prerequisite: style alone defines the person we wish to be.”

Thankfully, things have come a long way since news of men’s makeup launches were met with guffaws or patronising monikers such as ‘manscara’ or ‘guyliner’. Tom Ford has its own men’s makeup line, L’Oréal and Maybelline have used men in their ad campaigns, and male beauty vloggers are huge news on Instagram, with stars such as Bretman Rock and Patrick Starrr attracting millions of followers and landing collaboration deals with major beauty brands (Patrick has released two collections with Mac).

Some fans have argued that there is no need for makeup to be gendered – skin is skin, after all – but if collections such as these give confidence to guys who would otherwise feel uncomfortable buying female-targeted products, then great. This latest launch is proof that the idea of makeup being solely for women is dying out along with other traditional gender norms. Amen to that.

Boy de Chanel goes on sale in South Korea from 1 September, online from November and will launch globally in January 2019.

11 male beauty bloggers who are slaying the makeup game

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dokruk-blog · 6 years

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