A new vision on men cosmetics ?

« Be a man », referred until recently to the stereotype of the strong, hairy and virile man. A man shaving his legs ? Disgusting. A man applying cream on his face ? No way !

That’s what we could all still hear back a few years ago. Thanks god, society has changed and the vision of THE man is evolving. But not entirely. It takes indeed time for society to absorb new ideas and behaviors and while the vision on men cosmetics is no longer so terrifying, many have not yet taken the plunge. But no worries, men cosmetics are business brands : like almost all brands, their main objective is to sell and make profit. So they will find ways to attract the still afraid men and make them try cosmetics.

If some brands are playing on neutrality and inclusivity, some other brands are playing on the stereotype itself of the strong, hairy and virile man in a way that this man needs cosmetics.

Monsieur Barbier for example is attracting men by making it fun : with colorful packaging, it’s not weird now to apply cream but a playful activity ! Their main communication argument is based on treating yourself & embracing your natural beauty with natural products. Inclusivity, naturality & being cool are the key. We are here far away from the stereotype of what’s a man but it works because it’s cool & playful !

The strategy of Horace is interesting. They want to reverse what some people can now think : cosmetics are seen as being essentially for girls and "real men" do not use cosmetics. Many people indeed think that if a man use cosmetics he’s most probably effeminate. That’s on this point that their strategy is brilliant : they reverse this thought by making cosmetics also very virile. On their website it’s not just pictures of effeminate GEN-Z men applying serum as many may think, no it’s also mature men shaving and applying cream giving it a very masculine look. We can also notice that on their website by their choice of color : the brand uses a dark blue for their main communication and almost all their products have dark colors. And the fact that dark colors are most often significant for strength gives it again a masculine look.

Same strategy for Bulldog using mainly a dark brown. The brand also plays on cosmetics as the new virile look. The pictures on their website are very virile and elegant at the same time.

And you, what's your vision on men cosmetics ?

Sources : https://horace.co/fr/

https://www.monsieurbarbier.com/

https://www.bulldogskincare.com/fr/

https://www.thefragranceshop.co.uk/blog/2019/11/international-mens-day/