NEW SKINCARE JUNKIES: MEN!
DENIZ AKKAYA
Why would products have genders when skin problems don’t?
According to Allied Market Research, the men’s personal care market is estimated to reach $ 166 billion by 2022. This trend is, of course, directly related to the change in the world’s concept of masculinity. Younger men are more open and confident enough to try these new cosmetics. However, despite changes in consumer behaviour and the growing demand for male beauty products, most brands can’t meet these expectations. This is especially true for brands that have adopted stereotypical gender roles as a principle and support the traditional image of masculinity.
Brands that cannot meet the demands offer a great opportunity to the brands that respond to consumer demands faster and more effectively. Seeing the increasing demand for men’s personal care products in China, Foreo introduced the cleansing product called “Foreo Luna Men” to the Chinese market. So, what happened? It has become the most popular beauty device in China and currently forms about 7% of the country’s beauty device market. The inequality between the female beauty industry and the male beauty industry has been an issue for years. In every market and beauty store we enter, we see shelves full of products for women. Lotions, serums, mists and lots of different products for every need! However, when we look at the men’s aisle, the situation is completely different. Unfortunately, it isn’t possible to see anything other than shaving materials and 3-in-1 shampoos in the men’s section…
Beauty is a giant $ 532 billion industry. However, men make up less than 1% of this giant industry -while women apply their 10-step skincare routine every night- men take care of all their problems with 3-in-1 shampoo, conditioner and body wash products. The cultural pressure on our beauty shelves is present today as an invisible duo: “for women” and “for men”. Pastel labels and glittering fonts “for women”, all black packaging for “men”…
Much more than a celebrity’s brand, Fenty Skin was launched in July with a message that is genderless, vegan, eco-friendly and celebrates diversity, originality, and all ethnicities. Just like Fenty Beauty, one of the key factors in the success of Fenty Skin, which initiates new but necessary dialogues in the industry, is that its inclusiveness is holistic, authentic and not show-off in terms of both its products and campaign messages. Another important factor is that the brand covers all genders. A skincare brand that includes brand ambassadors outside of the male, female and gender binary system is not something we’ve seen very often until now. Fenty Skin’s brand ambassadors include Zanaughtti, who defines herself outside of the gender binary system, and Lil Nas X, the artist who describes herself as queer. And this is how Rihanna was able to conquer the hearts of the Gen Z with both Fenty Beauty and Fenty Skin.
The increasing apathy of Generation Z towards the gender binary system seems to be a factor that will force the beauty industry to change. The reason this generation supports genderless beauty is simple: a concealer works miracles for anyone who wants to mask the effects of the late-night hours, regardless of what gender you identify with! The year is 2020 and, the idea that men want to look good too is no longer radical.
Cover imagery via Milk Makeup x Very Good Light
