Sunday, June 24, 2012

Market Booms for Men's Cosmetics (even if it looks like a duck and walks like a it a giraffe)

Geoff Warner, 38, of Los Angeles checks out his look in Nordstrom at
The Grove shopping center. Nordstrom began shifting its male grooming
items out of the beauty department last fall and into men's furnishings.
(Photo:  Jay L. Clendenin, Los Angeles Times) 
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.

The terminology and instructions are also suitably manly. The colors pink and gold — staples of women's cosmetics — are out. And the word "makeup" is verboten."

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