Next generation male retail experiences are expanding across all product offerings, with the beauty market in particular presenting new opportunities for brands to reach men

Retailers and brands are developing cosmetic lines for men, venturing into new product offerings that were traditionally thought of as exclusively for women. Demand from male consumers has led to a growing market for grooming and beauty products, including fragrance, cosmetics and more. 

Fashion and beauty often intersect, and have been two industries that have been influenced by Millennial and Gen Z shifts away from traditionally gendered identities and products. Luxury brands such as Chanel and Louis Vuitton have taken the initiative to target this consumer segment, in hopes of driving even more interest once options are available on the market.

Y Code
The Y Code is a new brand and product concept created by global design agency Sheridan&Co that aims to provide cosmetics to the ‘everyday man.’ Product positioning was central to the ideation process – the goal was to create a brand that was as inclusive as possible to ensure that it stoked the interest of a range of men, from those who may not have previously experimented with make-up to those who wear it regularly as part of their usual grooming routine. The focus is on subtle enhancement, correction, and refinement for a ‘barely there’ aesthetic.

Louis Vuitton
Louis Vuitton promoted its new men’s fragrance line, Les Parfums, with an artistic display at New York’s Rockefeller Center. The brand launched the five fragrances in May but made the choice to have a belated public showcase. The fragrance pop-up used the fragrance packaging as its chief design element, with displays constructed of nearly 3,000 paper cologne tube packages and 100 cologne bottle light bulbs, courtesy of designer Marc Newson.

Chanel
Chanel is launching a makeup line for men called Boy de Chanel. The line includes three products: a matte moisturizing lip balm, a tinted fluid, and an eyebrow pencil. It has debuted in South Korea and will be available worldwide in January 2019.

Colorbar Cosmetics
Colorbar Cosmetics, India’s fastest growing cosmetics brand, will soon be introducing skincare and beard products for men.

For more examples on how brands are gaining momentum in male beauty and grooming, visit PSFKs report, Evolving The Next-Gen Male Retail Experience.

Retailers and brands are developing cosmetic lines for men, venturing into new product offerings that were traditionally thought of as exclusively for women. Demand from male consumers has led to a growing market for grooming and beauty products, including fragrance, cosmetics and more. 

Fashion and beauty often intersect, and have been two industries that have been influenced by Millennial and Gen Z shifts away from traditionally gendered identities and products. Luxury brands such as Chanel and Louis Vuitton have taken the initiative to target this consumer segment, in hopes of driving even more interest once options are available on the market.