Concealer Products Most Approved In Stigmatized Men’s Makeup

Market research firm Canadean says 12% of men and 14% of women polled in the U.K. support men’s use of makeup to cover acne traces or age spots, whereas just 7% and 5%, respectively, are on board with men using decorative makeup such as mascara or blusher. Brands with cosmetics targeted to men include Clinique for Men, EvolutionMan, KENMEN, 4VOO and Menaji.

Men’s makeup products designed to conceal imperfections are least stigmatized and the best bet for firms looking to tap the niche segment, research from Canadean suggests.

“Nearly a quarter of British men’s consumption of make-up by volume (24%) is motivated by the desire to hide impurities associated with age, such as smoothing out wrinkles to maintain a youthful appearance at work, as they associate youth with confidence, energy and drive,” the London-based market research firm says in a Dec. 4 release.

In a survey of U.K. consumers, 12% of men and 14% of women supported men’s use of makeup to cover acne traces or age spots, whereas just 7% and 5% of respondents, respectively, were on board with men using decorative makeup such as mascara or blusher, Canadean notes.

According to the release, 7% of men surveyed admitted to having used makeup before.

“Despite increasing media focus on metrosexuality, male makeup still remains niche and is frowned upon not only by men, but also by women,” Canadean analyst Veronika Zhupanova observes, pointing to findings that “49% of men do not like men wearing any decorative cosmetics, with 44% of women thinking the same.”

In this environment, discreetness is imperative, Canadean says.

“Men will look for products that provide natural-looking results that can be applied in the morning before going to work and last all day without smudging, so they don’t risk being exposed,” according to Zhupanova.

She suggests that masculine packaging “in bigger size and dark or pale colors” is most likely to win men over, and brands should highlight functional benefits inspired by skin care, “such as facial tint that masks acne.”

Positioned as “urban camouflage,” Menaji CAMO Concealer, priced at $26, is “formulated to withstand the higher oil output of men’s skin,” the brand says.

The [Estee Lauder Companies Inc.]’s Clinique for Men brand markets a Dark Spot Corrector for $49.50, which “helps visibly reduce past damage including sun spots, age spots, acne scarring and darkening from shaving” while evening skin tone, restoring clarity and brightness and reducing ingrown hairs, according to the company’s website.

The Clinique for Men lineup also includes a Face Bronzer ($19) “for a suntanned appearance,” Broad Spectrum SPF 21 Moisturizer ($26) and Anti-Age Eye Cream ($29), among other offerings.

EvolutionMan is another brand with concealer products, in addition to anti-aging, moisturizing and shave items.

“Nobody’s perfect, everyone knows that. Yet imperfections remain a huge source of embarrassment, even for the manliest man,” the brand asserts.

EvolutionMan’s Moisture Protect SPF 20 Bronze, priced at $34, “is our answer to the perfect bronze BB cream,” the company says, while Conceal & Treat, available for $22, is described as “a blendable concealer stick that quickly covers imperfections while treating them at the same time.”

Canadian company Kenmen-BC/One Inc., which seeks to provide “the ultimate in innovative spa experiences for men,” markets a more comprehensive range of products, including items for the face, eyes and lips in addition to brow and beard, under its KENMEN brand.

Eye offerings include Kink Lash-Brow Conditioner ($32) and Guy-Liner Pens ($33 apiece), the latter touted as “very subtle” solutions for men with light or sparse lashes in particular, as a means of providing definition and enhancing eye color.

For the face, KENMEN offers DUO-Man Powders in Vegass (Beige & Caramel) or Fire Island (Sand & Copper). Priced at $50, the pressed bamboo and rice powder tints substitute for foundation to enhance skin’s natural complexion, according to the firm.

Other facial products include Koko-Mojo Bronzer ($45) and Sculpting Face Sticks ($40). KENMEN’s website features instructions for use and application tips for best results.

Products for lips include Voliptuous Repair Serum ($40), formulated with grape seed, menthol, aloe, cucumber and witch hazel oils, plus botanical phyto-collagen, to hydrate and plump dry lips, and Fulmonty Glossy Lip Balm ($30), which contains broccoli gel, mango and shea butters among other nourishing ingredients, according to the brand.

KENMEN’s website is peppered with factoids and other marketing encouraging men who may have reservations about using less traditionally masculine products, including:

• “Did you know that the first bronzer was created for men, not women, way back in the 50’s?”
• “In the 50’s – the days of American Graffiti – it was very common for men to wear mascara because they idolized and copied Elvis, James Dean and Marlon Brando.”
• “Remember Studio 54? There wasn’t a man on that dance floor without makeup, be it eyeliner, mascara or bronzer.”
• “It’s not a sin to look good, so give it a shot.”

4VOO For The “Distinct Man”

Marek Hewryk LLC markets luxury skin care for women as well as premium skin-care and cosmetic enhancement products for men under the 4VOO brand.

According to the brand’s website, 4VOO “distinct man” offerings are “specifically formulated for a man who is not afraid to be sexy, likes to have fun and appreciates luxury.” The line is “for the man who is a leader in everything that he does and understands that his grooming and appearance are vital to his professional and personal success.”

Ranging from $19 for Enhancing Eyeliner to $48 for Face & Body Bronzer, products also include Confidence Corrector, Silk-Enriched Shine Reduction Powder, Tinted Shimmer, Lash & Brow Styling Glaze, Lip Maximizing Serum and a Shape and Shine Nail Set.

4VOO’s website provides guidance for men exploring additions to their grooming routine. With a full skin-care portfolio encompassing cleansers, moisturizers and anti-aging eye products, the brand frames its argument for product adoption in relatable terms.

“Most men take better care of their footwear than of their skin. We all know that you must clean, protect, and polish leather to ensure that it retains its appearance and longevity. So our question to you is: Why would you take better care of your shoes than of your face?”

Menaji Worldwide, LLC, marketed with the tagline “Skincare for the Confident Man,” casts its concealer items as “urban camouflage.” Menaji CAMO Concealer, priced at $26, is “formulated to withstand the higher oil output of men’s skin,” according to the brand.

Menaji says its HDPV Anti-Shine Powder was “made for professionals faced with the unforgiving clarity of high-definition television,” adding: “This industry secret is now yours.” HDPV Sunless Tan rounds out the brand’s Conceal range, awarding “a summer glow without the sun damage.” Both items sell for $35 on Menaji’s website, which also features products for cleansing, protecting and correcting.

In a Dec. 9 email, Carrie Mellage, VP of consumer products at market research firm Kline & Company, spoke to the opportunity for brands marketing color cosmetics to men. “We see this as a larger/high-growth area in places like South Korea, but as for the U.S. it’s still a very small opportunity.”