Hunter Communications recommended reading from:
Los Angeles Times
Link to article:
Market booms for men's cosmetics -- but don't call it makeup
One of the fastest growing areas of sales for cosmetics companies is in their lines for men. The challenge lies in marketing cosmetics and skin care so that men are not scared off from buying a traditionally feminine product.
Excerpt: "Retailers are seeing a booming market in cosmetics and skin care for
men. But they face one big challenge — most guys are squeamish about
products that seem too feminine.
So skin-care firms have come up
with a variety of products with creatively masculine names, packaged in
cigar boxes and containers mimicking liquor bottles.
terminology and instructions are also suitably manly. The colors pink
and gold — staples of women's cosmetics — are out. And the word "makeup"