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Displaying men with big muscles is not anymore what works the best for brands nowadays in terms of cosmetics. People want to go more toward natural beauty so showing stereotyped signs of virility or/ and masculinity is overpassed as a brand’s strategy. By erasing those masculine signs, some brands decided to go gender-neutral and be convenient for everyone.
This trend of going gender-neutral is also driven by the new millennial generation vision where you don’t define yourself by your genre but by your identity.
Indeed, cosmetics share usually the same values regardless of your genre, which is about taking care of yourself while respecting the overall environment.
The artist Pharrell Williams made a big buzz for the launch of his new cosmetic brand ‘Human Race’. He really insists on the pursuit of wellbeing on his website, which is the most important for him and it goes through having good health and so skincare.
Its main asset is its Three-minute facial Routine pack with a rice powder cleanser, a lotus enzyme exfoliator and an humidifying cream. I found it very clever personally to gather those 3 essential products but the cost of $110 is a little bit expensive. Its price is explained by the respect of a lot of variable all along the process.
Indeed, products are refillable and recyclable; the brand is long term-oriented. Well being of the environment is a main concern and products are vegan & cruelty-free. They are close to their suppliers and manufacturers which allows a sustainable development of the products. Moreover they are focused on utility and quality, which goes by the ingredients and the design itself. As a whole, the brand sincerely seems to resolve all the issues the market was facing until now, by respecing the values customers are expecting.
They even had a huge feedback online, especially on Instagram. Human’s race goal was to have an impact and it appears it will be achieved fastly. Customers are excited about the concept and talk about it.
Are there some negative things to say about it?
The only issue we could face is the fact it is gender-neutral. We understand the content and deepness of the idea but the only problematical feature is that men and women don’t have the same needs in terms of cosmetics. 47% of men use adapted cosmetics although men’s body skin and face skin are very different than women. They are usually more thin and oily due to masculine’s hormones. It also makes their skins age differently as they have more sensitive skins to the external environment.
We shouldn’t also forget the hairiness concern; men’s products need to be really gentle as shaving can cause rash and redness so protecting skin’s PH is even more important. Consistency of men’s products are more fluid and less rich than woman’s ones to answer these concerns which are not shared by both genders. Thus it makes it difficult to really trust the same products can be applied on the skin of both gender and have exactly the same positive effects, even if the concept really appears complete and successful.
Source:
Emeline Le Pogam
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