Men’s makeup goes mainstream with CVS rollout

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Crossover post with the Beauty Thread:

In the U.S., where male ruggedness is part of the country’s DNA, online search data shows a surging interest around men’s cosmetics. Queries for “male makeup looks” jumping almost 80% in April compared to about about a year ago, according to data from market analytics firm Moz. Other top requests include “covering redness,” “hiding acne” and “hiding bags under eyes.” America appears to be catching up to other countries, like Japan, where there are fewer taboos around men wearing makeup.

Makeup is a “natural extension” of men enhancing their beauty regimens over the past two decades, according to Parr, the marketing executive. It’s also bound to gain popularity, as society continues moving away from gender norms, he said.

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Even though Stryx is pitching a product traditionally made for women, its presentation is stereotypical male. The packaging is black, grey and dark blue. The concealer tool is pitched as sleek and discreet and could be easily be mistaken for a black pen, clip included. A photo on Stryx’s website rests the makeup on a wooden desk, next to a leather-bound notebook and rocks glass half-filled with booze. A slogan reads: “Handsome made easy.”

https://www.msn.com/en-us/news/us/men-e2-80-99s-makeup-goes-mainstream-with-cvs-rollout/ar-BB166vRN