Make up for Men…………
Written by chameleonfridays on August 10th, 2008Male grooming is now worth an estimated £700m in the UK and is the fastest growing sector in the beauty industry. It seems that men are no longer content to buy or more commonly borrow (I would say steal), their partners products. Loreal have capitalised on the powerhouse that is celebrity endorsement, with their legion of Alpha males now telling the boys they too are “worth it”.
Superdrug have just launched their new Taxi Man range of male cosmetics. First up is the brilliantly titled guyliner and manscara (both £6.50). In September, we will see a concealer (£6.50) and lip balm (£5, £5?!) There is also my ego cosmetics , and lets not forget that clearasil have been subtly promoting their tinted cream in non gender specific teenage advertising for years.
Lots of reports covering the new Taxi man range for superdrug are overlooking the facts. This is not ground breaking, men have worn make-up since the beginning of time. The Egyptians were all about eye liner, let’s not pretend this is a new thing. What about the reign of Elizabeth l? Apparently the nomadic tribe Niger Wodaabe have highly made-up male beauty contests judged by the women.
Wonder if the men feel objectified? What would Superwoman think?
For more details than you could ever wish for on the history of men’s make up, see A history of men’s grooming.
