Thursday, June 20, 2013

Hey guys, pass the mascara.

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.  Retrieved June 19, 2013, from

Berelowitz, M. & Ayala, N. (2013, June)  JWT The State of Men.  Retrieved June 19, 2013, from


  1. The research makes a strong case for this niche market (Gen Y men who pay attention to their appearance), but I still want answers to many questions before considering whether Big Cosmetics should go after men.

    -Does the presence of this niche target also point to existing members of this niche in older generations?

    -Would the strategy of approaching Gen Y men (who have not yet economically matured) be aimed at motivating immediate sales or pre-emptively generating brand loyalty and claiming consumer head space?

    -How/when/why are men using cosmetics? How do they feel when using them? Are the motivations for men using them similar to the motivations for women in any way?

    -If a traditionally feminine product is not conflicting with masculine identities, does that mean that masculinity is broadening to include this behavior? Does it mean that masculinity as a concept is becoming less relevant to the wants and needs of Gen Y men (and women)?

    My simple strategic concerns are obvious. But I also wonder if any of the current usage of women's brands of cosmetics is owed to the fact that they ARE women's brands. Can that existing branding be creating consumer confidence? Would that change with a gendered re-targeting?

    The only other thing I have to offer on the topic is that the niche target being discussed supposedly exists as an established market in South Korea. With SK's significant preoccupation with appearances, the logical leap of men using foundation and eyeliner is not a hard leap to make. But I can't say that I saw any advertising targeting men while I was there for a few weeks last summer. Of course, if there was any niche targeting, it's very possible I was just not exposed to any of the media that would carry that marketing.

  2. ~Jesse Stuart~
    I agree that gender roles are becoming more fluid, as is the definition of masculinity. It makes sense to me that the use of products like eyeliner and concealer is more acceptable among Millenials than it is for Gen X and Baby Boomers. However, I don't think that these numbers are large enough to justify a major shift in the way these products are advertised.

    I wonder what exactly the polling questions are asking men. For instance, I certainly find it acceptable for men to use eyeliner or wear sarongs, as I think the question is asking. But do I wear these things myself, or do I notice them being worn by men around me? No, not really. Is it possible these studies are reflecting the fact that modern men are more liberal and open-minded about what others do, but may be unlikely to actually practice themselves?

    Regardless, advertising these products to men would be well-served by a subtle touch. I imagine the knee-jerk reaction to this research will be to make sweeping changes to advertising campaigns, whereas I think the new data shows that men's acceptance of these products is more similar to a niche market right now.
    ~Jesse Stuart~

  3. “Clearly the women have been into skincare, body care and slimming more the men. It has also been seen that men, more or less need no makeup, the more rough and tough they look, the manlier they are. But the latest statistics and research somehow points in the other direction. Men are increasingly trying to keep up with the times, disregarding the traditional value system. We see a blur in masculine priorities as of now. Men are also trying to cope up with women in skincare and body-care. Men don’t want to overlook the issues of good look and pleasing personality. They also want to try out all those improvement techniques that will show their face as well defined and clear as it can be possible. I guess all that women do to make them pleasing, attractive and figure conscious are increasingly being adopted by men. The lines are disappearing, may be if mascara helps to facial appearance, they may be tempted to try it out. In the advertisers and marketers’ desire to differentiate and target their products as feminine, baby care are increasingly under pressure to broaden their narrow targets based on actual usage. A baby soap may actually mean a softer, gentler and a safer soap, that anyone can try out and find it relatively better. Plus, the day to day fashion is a constantly changing entity, if it does change with times it is no fashion. Driving out in a pink, crimson or turquoise colored car might look feminine, but there is no bar on those who want to stand out from the crowd. With jeans, sports shoes and T-shirts that define the present generation, the lines are gradually disappearing.”

  4. Currently the roles of housewife and working man are no longer differentiated, now women have pants and they works just like any man. in the other side, man increasingly is concerned about their appearance and they start to use beauty products.

    The "Gen Y" target is compound approximately 70 million of persons born after the 80's. Gen Y are focused on the achievements and they are very confident on himself, so if there is something that makes them insecure and they can solved with a beauty product, they will use it.

    This is how I think that Maybelline should bring to market a line of beauty products for men, as this brand is affordable to the age range we are talking about the Gen Y, who are men who are still studying and do not have their own income, so you dont have a high amount to spend on this scope, it would be personal care (beauty).


  5. Personally in this case if they do that, I hope they will reach only "gay" men, rather than bring back the fashion of metrosexuality.
    I hope the promotion of make-up products for guys would not be the only way to prove that " men should not cry".