According to JWT’s new “State of Men” report, guys -- Gen Y guys in particular, are so comfortable with their masculinity, and so insecure about their looks that they too are turning to makeup to enhance themselves. (Moses, 2013)
Skin care is a no brainer, as Dove realized when they launched their very successful Dove Men+Care line in 2010, with 60% of Gen Y men agreeing that it was acceptable for men to use skincare products. But 18% of them also say it’s acceptable to use foundation makeup, 14% are ok with nail polish and 12% have eyeliner in their medicine cabinets. (Berelowitz & Ayala, 2013)
So what do you think? Is it time for Maybelline to reach out to men?
Moses, L. (2013, June 19) Millennial Guys Are Turning to Makeup. adweek.com. Retrieved June 19, 2013, from http://www.adweek.com/news/advertising-branding/millennial-guys-are-turning-makeup-150313
Berelowitz, M. & Ayala, N. (2013, June) JWT The State of Men. jwtintelligence.com. Retrieved June 19, 2013, from http://www.jwtintelligence.com/wp-content/uploads/2013/06/F_JWT_The-State-of-Men_Trend-Report_06.04.13.pdf