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More Makeup Marketing for Men!

Honestly, we all know that guys just don’t wear makeup as often as women. Yes, that’s a huge generalization, but with a lot of cisgendered, heterosexual men, it just has not been a consideration. But why? Why did most of the world’s societies collectively decide that women are the ones who wear makeup and men are the ones who don’t? Why is it that when we see a man wearing makeup is it shocking and unusual?

Makeup companies don’t even try to market to men. Maybe they think it’s a lost cause, but who is to say? Maybe men aren’t buying makeup because marketing toward them simply doesn’t exist. If we created marketing targeted to men in the makeup industry, their behavior as consumers might be a lot different.

Take, for example, hygienic cosmetic products, such as face wash, lotion, and hair conditioner. Years ago, these were also things seen only as feminine that men rarely used. Now, a lot of men recognize a need for these things, and as we know, humans have to recognize the need for a product before making the purchase. Face wash helps clear acne. Lotion makes your skin soft and touchable (which we all want). Hair conditioner prevents your hair from becoming dry. All of these products have a purpose that men and women alike have a need for. Yes, you’ll probably survive without this stuff, but quality of life can be a lot better when you’re happy and comfortable with how you look and feel!

The problem is, men aren’t recognizing any need for makeup products, yet women are. Marketers should be targeting this huge hole! If they can manage to get the need recognized, then more men will be searching for information and finding products that will work for them. They’ll explore different brands, and ultimately make purchases. It may require baby steps, but if marketers could accomplish this first step, they could open sale of their products to a whole population that they had never considered before.

Foundation can make your skin a more even tone. Blush and bronzer give a bit of a healthy color back to your face. Highlighter makes you glow, and eyeshadow gives your eyes an appealing shape. Mascara make your lashes noticeable, while brow products truly help you shape your face. I am not saying anyone needs these products, but if they can help women’s confidence, they should be able to help men’s! It is all about being happy and content with ourselves at the end of the day, and I bet a lot of men wish they could slap on some lipstick and not be questioned by everyone around them.

That’s not to say men don’t already or can’t wear makeup in today’s times, but it seems that only men who are comfortable with fluid gender ideals are the ones who do. Marketers should be targeting the masculine men who still view makeup as a strictly feminine thing. These ideas are learned, and in turn can be unlearned!

As the articles linked below discuss, men across the world are becoming more comfortable with hygiene products (thank God). Numbers can back these statements up. But no matter where you are in the world, men just aren’t buying makeup products at any noticeable increasing rate. From what can be seen here in America, hardly anything is being changed in the marketing world to accommodate for this! If we add a target group to marketing for makeup, with time, men’s decisions as consumers could really start to benefit these companies (as well as themselves).

Ficheux, A. S., & Wesoleck, N., & Chevillotte, G., & Roudot, A.C. (2015). Consumption of cosmetic products by the French population. Retrieved from https://www.sciencedirect.com/science/article/pii/S0278691515000290?via%3Dihub

SANKARANARAYANAN, K. G., & MEKOTH, N. (2014). Cosmetic Consumption Pattern among Male College Students: A Cluster Analytic Segmentation Approach. CLEAR International Journal of Research in Commerce & Management, 5(6), 5–10. Retrieved from https://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=119728442&site=ehost-live

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How Colourpop is Relevant

https://www.instagram.com/colourpopcosmetics/?hl=en

Arguably, one of the most social-media active makeup brands is Colourpop. They engage on almost all platforms every single day. Their social media aesthetic is unmatched. Their products have hilarious names. You can buy bright blue lipstick for, like, seven bucks.

They excite their customers in numerous ways; not only do they come out with new products on a weekly basis, but they have social media influencers dying to review them on Instagram and YouTube. It keeps things new and fresh all the time, and their innovative products keep people talking, especially because they keep the prices very low and quality extremely high!

Colourpop regularly collaborates with influencers and non-profit companies. They have had projects with an LA animal shelter, where all the proceeds from the eyeshadows go to help animals. Not only that, but they only create vegan and cruelty-free products! This adds to the conversation about what is right and wrong in the makeup industry. It makes consumers more and more aware everyday, and leads them to choosing Colourpop products over companies that test on animals. Did I mention they’re cheap? It’s essentially impossible not to look to this fun brand when shopping for new items.

Influencers often receive free makeup in the mail in exchange for an honest review, and often times those influencers do giveaways of the product. Colourpop itself also gives away tons of makeup to regular customers all the time. They ask you to hashtag your makeup looks on instagram, and they may repost you!

Obtaining makeup has hardly been easier even though Colourpop is online only. Yes, you could go to Walmart and pick something up in stores and have it immediately, but Colourpop has made it so a cheaper and better quality option is always available to you on your phone. Their shipping is extremely fast, and if anyone is dissatisfied, they refund or send you a replacement. I know I ordered a lipstick and it came broken. They sent me another one, but that too was broken. In response, they credited me my money back to be used on anything on the website. It is an overall feel-good, low-stress environment.

When it comes down to it, Colourpop is only about five or six years old and is already doing better than established companies because they really know how to sell to people. That sounds manipulative, but their products are so good, you can’t really complain. I can order a box full of lipsticks, eyeshadows, and highlighters for under $50. With their good ethics added onto that, I have no problem buying from Colourpop any day of the week.