Mainstream Male Beauty

Men's cosmetics routines are expanding to include makeup

Implications - As modern consumers continually feel comfortable skirting outdated gender norms, mainstream cosmetics ranges are moving to include men's makeup products that appeal to a fast-growing male beauty market. This shift demonstrates the growing difficulties in marketing efforts based on traditional demographics groups and points to the need for brands to offer niche products and services that entice consumers in ways that current offerings may neglect to.
SCORE 6
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Activity
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Megatrends
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208,407 Total Clicks
Sep 15 - Nov 16
Warm
FashionMarketingCosmetics
Featured Examples
Male Makeup Brand Ambassadors - Influencer James Charles Will Be Covergirl's Newest Ambassador
SCORE 7.5
Warm 8,870 Clicks Pub: Oct 11, 16
Male Makeup Brand Ambassadors
Influencer James Charles Will Be Covergirl's Newest Ambassador
The makeup industry is no stranger to female brand ambassadors but ‘Covergirl’ is opting to branch out to become more inclusive and expand its consumer base in the process. Instagram... [More]
Edgy Makeup Spokepersons - The Ruby Rose Urban Decay Collab Markets Her as "Most Addictive New Vice"
SCORE 6.5
Warm 2,214 Clicks Pub: Mar 3, 16
Edgy Makeup Spokepersons
The Ruby Rose Urban Decay Collab Markets Her as "Most Addictive New Vice"
The Ruby Rose Urban Decay partnership is a match made in heaven. Dubbed the Most Addictive New Vice by the brand, the Orange Is The New Black actress has the perfect rock-and-roll edge to complement... [More]
Male Makeup Tutorials - Actor Patrick Dempsy Helps Demonstrate His Wife's Lid Tint Product
SCORE 5.6
Warm 2,264 Clicks Pub: Mar 25, 16
Male Makeup Tutorials
Actor Patrick Dempsy Helps Demonstrate His Wife's Lid Tint Product
The idea of masculinity and gender in general is ever-evolving, as this male makeup tutorial shows. Although the term ‘tutorial’ is a bit of a stretch here, it does show that perhaps... [More]
Sparkly Beard Kits - The Glitter Beard Kit Allows Guys to Adorn their Facial Hair in Sparkles
SCORE 4.8
Average 2,386 Clicks Pub: Mar 21, 16
Sparkly Beard Kits
The Glitter Beard Kit Allows Guys to Adorn their Facial Hair in Sparkles
The glitter beard trend started on social media by users like The Gay Beards, which has prompted the release of the Glitter Beard Kit. Packed with beard oil, an ample amount of glitter and a bib to... [More]
Men's Concealer Sticks - This Concealer for Men by EvolutionMan is Also an Acne Treatment
SCORE 5.2
Warm 2,210 Clicks Pub: Mar 11, 16
Men's Concealer Sticks
This Concealer for Men by EvolutionMan is Also an Acne Treatment
The Conceal & Treat stick by EvolutionMan is an innovative topical acne treatment and cover-up specifically made for men. The convenient and portable men’s skin treatment is an easily... [More]
Unisex Makeup Collections - MAC Created a Line of Unisex Cosmetics with the Celebrity Brant Brothers
SCORE 4.3
Average 1,854 Clicks Pub: Sep 22, 15
Unisex Makeup Collections
MAC Created a Line of Unisex Cosmetics with the Celebrity Brant Brothers
MAC’s first line of unisex cosmetics brings flawless looking skin to men as well as women. MAC collaborated with the Brant brothers, sons of supermodel Stephanie Seymour and publisher Peter... [More]
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