L’Oreal: Male Cosmetics Counters In Department Stores In 5 Years

Vismay Sharma, L’Oreal’s UK managing director, tells the Daily Telegraph that the demand for make-up among men is growing so fast that there could be male make-up counters in department stores in “five to seven years.”

Sharma said make-up is no longer a taboo for the “selfie generation”:

Today you have a very small proportion of men who want to use make up products but that proportion is growing and it will continue to grow. I think its just awareness – two things are happening, men know they can use make up, and they know what it does when you use it.

The second thing is that the taboos are going, so between my generation and my son’s generation the taboos are very different.

Is the trend going to go towards bold colors or more subtle? I don’t know. But what I do know is we are listening very carefully to consumers and what they want.

Online retailer ASOS recently launched a male-only MMUK beauty range that includes a concealer, beard and brow filler and mascara.

ASOS head Alex Dalley explained: “We hope that this move places make-up for men on the radars of thousands of guys out there who simply want to look their best everyday.”

Tom Ford is marketing male grooming products including an eyebrow maintenance kit and a concealer set. Ford’s “Brow Gelcomb” has reportedly rocketed in sales because men are concerned about their “over-eye caterpillars.”

Make-up mogul Charlotte Tilbury, who posts online video tutorials for men, says:

I get so many requests from men asking how they too can benefit from the power of skincare and make-up products. This is a masculine approach to beauty – helping you to look and feel revived after a late night or a long winter, for a job interview or date, or when you just need a skin pick-me-up.

(Source: Daily Telegraph)

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