What Percentage Of The Population Wears Makeup
Brands
As Dazzler Norms Blur, One-Tertiary of Immature Men Say They'd Consider Wearing Cosmetics
Men's makeup brands say stigma has fallen every bit rise of social media fuels interest in appearance-enhancing products
Getty Images / Morn Consult illustration by Samantha Elbouez
Come on boys, vogue! The youngest generation's greater willingness to embrace nontraditional gender norms has opened upwards a new market within the beauty industry: men's makeup.
Ane-third of young men said they would consider wearing makeup, according to Morning Consult polling, while 23 pct of all men said the same. Founders of men'south cosmetic brands credit the increased interest among young men not just to a wider acceptance of the idea that gender is fluid but likewise to the pressure to be picture perfect at any moment, cheers to social media.
"The stigma associated with buying and purchasing this product is starting to diminish," said Andrew Grella, founder and CEO of the men's makeup brand Formen Inc., with the country's youngest consumers taking up the pall of socially normalizing men's use of cosmetics.
Thirty-iii percentage of men ages xviii-29 said they would consider wearing makeup, while another 30 percent of men ages 30-44 reported said they'd be open to the idea as well. The data collected from 2,142 men in a Sept. 24-26 survey of 4,400 U.S. adults has a margin of error of 2 percent points.
Men have dabbled with makeup throughout modernity, but it'south only recently that men's cosmetics has slipped into the mainstream. In August 2018, Chanel debuted a line of men's makeup, called Boy de Chanel, that includes a foundation and an eyebrow pencil. CoverGirl named social media influencer James Charles every bit the first male person face of the brand in October 2016, and Maybelline followed suit iii months afterward when it made Manny Gutierrez, some other influencer, as its showtime male New York ambassador. A Google Trends graph of online searches for "men's makeup" shows a greater interest in the topic in the last few years.
"The rise of social media, and merely the ubiquity of information technology, should not be underplayed," said Devir Kahan, co-founder of the men's makeup brand Stryx. Every moment is capturable — and postable — for the generations who have grown upward with smartphones in their hands and new definitions of privacy.
"You're taking selfies and sharing videos and on FaceTime — meaning you never know when you're going to need to be 'photographic camera prepare,'" Kahan said.
The anonymity and discretion that comes with online shopping, which nonetheless simply accounts for about 10 percentage of all retail sales, has also helped fuel the sub-industry, Formen's Grella said.
However, he's at present seeing a segment of male consumers ready to emerge from the privacy of their bathrooms and store in spaces, such as pop-upward stores or stand-solitary shops, specifically meant to sell makeup to men.
Immature men's attitudes well-nigh beauty differ from their male peers overall, according to the survey, although in that location's widespread understanding on caring virtually one's appearance. Men ages 18-29 are more probable than their elders to pass up the thought that it's taboo for men to wearable makeup and they are less probable to report discomfort over using products primarily marketed toward the opposite gender. Younger men are also 15 points less likely to agree that makeup is for women.
Male person influencers who apply makeup are as well becoming more prevalent. Half-dozen of the 25 tiptop beauty influencers on a February 2019 listing from Izea Worldwide Inc., a engineering science platform that connects marketers with influential content creators, were men. That included makeup maven Jeffree Star, who was amidst the highest-paid YouTube stars, according to Forbes' 2018 ranking , with $18 one thousand thousand in earnings.
But there'south an of import stardom between the makeup tutorials Star creates and the products sold by brands such as Formen and Stryx. Star usually wears a total confront of makeup, jewel-toned eyeshadows and fake nails; the products sold past about men's makeup brands are strategically depression-key and largely used to cover upward "imperfections."
"We're doing products that ready the issues on the confront" such equally scars, discoloration or everyday blemishes, said Grella.
Formen sells 7 individual products, including four cosmetic items: two concealers, blotting powder and CC (color correcting) cream. Stryx offers two products, a concealer and a tinted moisturizer. Both are direct-to-consumer brands, and prices are roughly reflective of cosmetics for women from DTC companies.
Male person consumers like this more subdued arroyo, according to the poll: Coverup, concealer and tinted moisturizer ranked high in a list of products men would attempt, while feminine staples such as blush and mascara ranked lower.
No major drugstore make carries a line of makeup specifically marketed to men, even CoverGirl and Maybelline. Twenty-three percent of men said they'd be more than likely to try makeup if brands had dedicated products just for men, and xviii pct said they'd be likely to attempt it if stores had dedicated employees to explicate and test men's makeup.
Although new perceptions of gender — more specifically, the greater credence of gender fluidity — have also opened the door to young men'due south greater acceptance of more traditionally feminine products and services, marketing for cosmetics for men yet retains a heavily masculine sensibility.
For example, British male person cosmetics line War Paint used a promotional clip in May that featured a toned and tattooed human being putting on a skull band afterwards applying the brand's eponymous makeup. (The video faced criticism for promoting "toxic masculinity" and has since been taken downwards.)
Sales in the men's personal intendance marketplace are projected to see steady growth, reaching $4.5 billion this year in the United States, co-ordinate to a September report from market research house Mintel Group Ltd. The study said sales are primarily driven by products such as shampoos and deodorants merely predicted that brands would benefit from a "new prioritization presenting a salubrious appearance." Globally, the industry is set to achieve $166 billion by 2022, per an October 2016 Allied Market place Inquiry study , with a chemical compound almanac growth charge per unit of v.4 percentage between 2016 and 2022.
Educating men about products and getting guys to experiment will be key to growth of the makeup category, Grella and Kahan both said, and re-familiarizing men with products that they know of only never thought were suited for them.
"Women grew upwards with makeup — it's a multibillion-dollar industry," Grella said. "Whereas men, they haven't grown up with it. They haven't had it on the counter. Their fathers never used information technology. They don't have it in the bathroom." Irresolute that might accept a few generations, he said.
Source: https://morningconsult.com/2019/10/28/as-beauty-norms-blur-one-third-of-young-men-say-theyd-consider-wearing-cosmetics/
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