Over the last twenty years, traditional ideas of masculinity have been overwritten with a new standard. Behaviour and clothes that were conventionally regarded as feminine have become much more accepted by men, and it’s now normal for a man to be just as concerned about his appearance as a woman without fear of being labelled effeminate.
The men’s grooming market has exploded, and while it’s now very common for men to use products such as moisturiser, there is a huge psychological barrier to men wearing make up.
In recent years, many cosmetic companies have attempted to cash in on the idea of men’s make up. The largest has been Yves Saint Laurent, who created a men’s version of their popular “Radiant
Touch” concealer stick. A long favourite of women all over the world, Radiant Touch disguises black bags under the eyes and small blemishes, which are as much a man’s problem as a lady’s one. No one likes to have heavy bags under their eyes, no matter their gender.
However, despite Yves Saint Laurent removing the fragrance and changing the colour of the tube to more masculine gunmetal grey, men haven’t been adopting Radiant Touch for Men in their droves. Most of the consumers appear to be homosexual men and the uptake has been disappointing for the company.
Manufactures of male eye make up have been even more disappointed, with “guy-liner” and “manscara” being even less popular. While the product has been marketed as a subtle enhancement to male eyes, the results are slightly different. Few men know how to apply make up naturally, and those who don’t seem disinclined to learn. Male consumers of eyeliner and mascara are the same as they always were, musicians and members of the gothic subculture.
The days where make up is accepted by the mainstream of male culture seems far away, and it’s far fetched to presume that eventually men will accept make up just as readily as they have more subtly feminine products like moisturiser. Most of the voices claiming that widespread acceptance of men’s make up is right round the corner seem to come from cosmetic companies, eager to double their markets.
Whilst the cosmetic companies are trying to convince men that it’s ok for them to wear make up, men are voting with their feet. The answer is a very resounding no, and men’s cosmetics are floundering on the market.