Ever wondered why makeup ads almost always feature women, even though a growing number of men are showing interest in beauty products? You’re not alone! According to a study by Allied Market Research, the men’s personal care market is expected to reach $166 billion by 2024. It’s high time we delve into why makeup isn’t typically marketed towards men and what’s changing.
Makeup has historically been marketed towards women due to societal norms and gender stereotypes. However, with the rise of male beauty influencers and changing consumer behaviors, the industry is slowly starting to recognize the untapped potential of marketing makeup to men.
Curious to know why the beauty aisle seems like a one-way street? Stick around as we unpack the gender norms in makeup marketing and explore how the industry is finally waking up to the colorful spectrum of the LGBT community.
Why Does Makeup Only Seem to be Focused on Women?
The beauty industry has been a mirror reflecting societal expectations and norms. Historically, makeup has been marketed as a “women’s product,” reinforcing the idea that beauty and femininity are intertwined.
This gender-specific marketing strategy has not only limited the consumer base but also perpetuated harmful gender norms.
How Are Male Beauty Influencers Changing the Beauty Industry?
Male beauty influencers are revolutionizing the beauty industry by challenging traditional gender norms and expanding the consumer base.
They are not only breaking barriers but also inspiring a new generation of makeup enthusiasts who don’t conform to societal expectations. Here are some key influencers by name:
James Charles
James Charles skyrocketed to fame with his unique makeup looks and tutorials. He was the first male CoverGirl ambassador, which was a monumental step in breaking gender barriers in the beauty industry.
Jeffree Star
Jeffree Star has been a controversial yet impactful figure. He owns a successful makeup line and has been open about his love for makeup, regardless of gender norms.
Manny Gutierrez (Manny MUA)
Manny MUA was one of the first male beauty influencers to gain a massive following. He has collaborated with major brands and continues to advocate for inclusivity in the beauty industry.
Wayne Goss
Wayne Goss is known for his professional makeup tips and has a significant following on YouTube. His approach is educational, and he often reviews products that can be used by anyone, regardless of gender.
Bretman Rock
Bretman Rock brings a sense of humor and flamboyance to the beauty industry. His vibrant personality and bold makeup looks have garnered him millions of followers.
Patrick Starrr
Patrick Starrr has collaborated with major brands like MAC Cosmetics and has been vocal about the need for diversity and inclusion in the beauty industry.
Jonathan Van Ness
Although not strictly a beauty influencer, Jonathan from “Queer Eye” has had a significant impact on men’s grooming and self-care, broadening the conversation around men and beauty.
These influencers are not just applying makeup; they are applying pressure on an industry that needs to change. Their presence is a testament to the shifting landscape of the beauty industry, one that is gradually becoming more inclusive.
What is the Psychology Behind Gender-Specific Marketing?
Marketing strategies in the beauty industry are often rooted in psychological factors that tap into societal norms and expectations.
These strategies, while effective in targeting a specific demographic, reinforce existing gender norms. The industry needs to break free from these limiting strategies to embrace a more inclusive future.
Is it Profitable to Market to Men?
The question of profitability is often at the forefront when discussing the lack of male-targeted makeup marketing. Recent market research indicates a growing interest among male consumers in beauty and skincare products.
Brands that have ventured into this territory have seen promising results. For example, Chanel launched a line of makeup for men called “Boy de Chanel,” which received considerable attention and sales. Similarly, Tom Ford and Clinique have also introduced men’s beauty lines that have been well-received.
The economic benefits of diversifying marketing strategies are clear. Not only do brands stand to gain a broader consumer base, but they also have the opportunity to be pioneers in an emerging market. The initial investment in marketing to a new demographic could yield high returns as the market grows and becomes more accepted.
What are the Challenges of Marketing Makeup to a Male Audience?
Marketing makeup to men presents its own set of unique challenges, largely rooted in societal norms and expectations.
One of the primary hurdles is overcoming deeply ingrained gender stereotypes. The beauty industry has historically been female-centric, and the notion that makeup is exclusively a “women’s product” is a barrier that needs dismantling.
- Overcoming Gender Stereotypes: The first major challenge is breaking down the long-standing notion that makeup is solely a “women’s product.”
- Cultural Barriers: Different societal attitudes towards men wearing makeup can make marketing tricky, especially in cultures where it’s considered taboo.
- Consumer Education: Men often lack the vocabulary and knowledge around makeup products, necessitating educational marketing strategies to fill this gap.
- Product Development: Men’s unique skincare and beauty needs, such as different skin texture and facial hair, require specialized product formulation.
- Packaging and Branding: The aesthetic of the product needs to be rethought to appeal to a male audience without alienating existing customers.
- Market Saturation: The already competitive nature of the beauty industry means that breaking into a new demographic requires well-planned marketing campaigns.
How Do Advertising Mediums Differ When Marketing Beauty Products to Men vs. Women?
The choice of advertising mediums can significantly impact the success of marketing beauty products to different genders. Traditional advertising channels often perpetuate gender norms, but the digital age offers more flexibility and targeted reach.
Television and Print Media
For women, TV commercials and print magazines have been the go-to mediums, often featuring glamorous models and celebrities.
For men, these traditional platforms are less commonly used for beauty product advertising, focusing more on grooming and skincare.
Social Media
Social media platforms like Instagram and YouTube are increasingly popular for both genders but serve different purposes.
Women are often targeted with tutorials and influencer partnerships, while men are more likely to see shorter, more informational content that educates them about the product.
Online Forums and Blogs
Women frequently turn to beauty blogs and forums for product reviews and recommendations. Men, on the other hand, may seek advice from specialized forums that focus on men’s grooming and skincare, like Reddit’s r/malegrooming.
In-Store Experience
Women are accustomed to in-store makeup trials and consultations. For men, the in-store experience is usually more straightforward, often designed to help them quickly find what they need.
Sponsorships and Partnerships
Brands targeting women often collaborate with fashion events or magazines. For men, partnerships may include sporting events or men’s lifestyle magazines.
What Role Do Celebrities and Influencers Play in Shaping Makeup Marketing for Men?
Celebrities and influencers have a monumental impact on consumer behavior, particularly in the realm of makeup marketing for men. Their endorsements act as powerful catalysts for dismantling societal norms and fostering broader acceptance of men wearing makeup.
High-profile male celebrities like David Beckham and Johnny Depp have been instrumental in normalizing the conversation around men and beauty. Their visibility in this space makes it increasingly acceptable for the average man to explore makeup without stigma.
Taking it a step further, influencers such as James Charles and Jeffree Star have collaborated with major brands to launch their own makeup lines. These partnerships not only drive sales but also send a resounding message about the need for inclusivity in the beauty industry.
Additionally, male beauty influencers are filling an educational void by producing tutorials and informational content targeted at a male audience, a demographic traditionally overlooked in beauty conversations. They are often the early adopters of new trends, and their endorsement can quickly elevate niche products to mainstream essentials.
In essence, the role of celebrities and influencers is pivotal in reshaping the makeup marketing landscape for men, significantly influencing consumer behavior and challenging long-standing gender norms in the industry.
Wrapping It Up
In wrapping up, it’s clear that the beauty industry has long been skewed towards marketing makeup exclusively to women, largely due to ingrained societal norms and gender roles. But times are changing.
With the emergence of male beauty influencers and a growing awareness of the diverse needs of the LGBT community, the industry is beginning to see the financial and ethical benefits of inclusivity.
The untapped market for men’s makeup is substantial, and it’s only a matter of time before it becomes a mainstream phenomenon.
Hey there, I’m Jennifer M. Lowes, but my friends call me Jenn. Born and raised in sunny California. By day, I’m a freelance makeup artist transforming everyday people into their best selves. By night, I’m here on this blog, sharing my favorite nail designs, makeup tips, hair styling techniques, and much more.