Make Up for men: gender diversity or a fad?

Make Up for men: gender diversity or a fad?

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Make Up for men: gender diversity or a fad?

by Masha Nova

Male grooming has been in the existence since the beginning of time, yet make up for men is surprisingly something that is frown upon (except when one speaks of Ancient Egypt, Ancient Rome, Elizabethan England and 18th century France). With the slow social change and youtube disrupters in the likes of jamescharles and patrickstarrr it is used as a tool for expression and to blur the restricted gender lines. Make up rockstars aside, still, unless your male partner is a drag queen (and cuddos to you if that’s the case) it is very unlikely that an eyeshadow will end up at the top of his purchasing list.
Luxury moguls desperately trying to target new demographic in the faces of bearded, low key gentlemen, go for safer launches – think beard grooming and fancy chapsticks. Recent talk of the make up town is Chanel with the Boy de Chanel foundation (8 shades available), Boy de Chanel eyebrow pencils (brown, black or grey) and the moisturising lip balm in the slick black packaging. The twist? It will probably appeal more to women than men.
In 2013, Tom Ford released oil-free moisturisers for men along with a foaming cleanser, concealer sticks and a gel bronzer. Back in 2003 Jean Paul Gaultier launched a Le Male collection which featured concealers, bronzers and lip balms in a very memorable campaign, followed by a similar launch in 2008 dubbed Monsieur . Clinique and Brickell are also expanding their product range with what is considered ‘manly’ indicated outlook. The question remains, are the make up brands trying too hard to target the non-binary, riding the social wave of change or genuinely believe that their products are for everyone regardless gender?

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