Can you believe?
It’s 2019 and men are interested in skincare and beauty. Yep, even straight, cis men. The jarring pink and floral of retail beauty aisles are slowly fading to neutrals and some of the pretty faces promoting tinted moisturizers and eye cream are flaunting a little (well-groomed) stubble. As our world changes and set social norms and stigmas are challenged everyday, new markets in age-old industries are opening up, welcoming exciting growth in presumed stagnant spaces. Beauty and skincare is no exception as socially aware brands are listening to not only men’s needs, but supporting LGBTQ+ and non-binary efforts, as well, to give their industry a much needed makeover.
For whatever reasons, beauty has always been a woman’s industry. Perhaps, long ago some evil influence (Thanks, Victorians) found its way into female minds and said, “You need to look pretty. Men can look like whatever, but you need to use at least fifteen products a day to be presentable. Also, you need to shave almost your entire body, daily. #kthanksbye” The rest is wrinkle-free history that spurred what is now an over $532 billion cosmetics industry.
Beauty is a huge market and currently, it primarily targets only half of the adult population. Just imagine the value if men were equally invested in this market. Let’s also imagine all the sexy, smokey-eyed Jack Sparrows we’d have on our hands if more men would pick up some eyeliner…
Though we’re making progress, we’ve got a long way to go before men keep up with Kardashian level cosmetic shopping sprees. Ideas of masculinity have been handed down alongside a boy’s first stick of musky Old Spice for generations, instilling deep-rooted gender prejudices and stereotypes. There is much stigma around men’s self-care and just one manicured toe over the beauty counter line can send an immediate emasculating flag into the air. Almost all retail cosmetic aisles are clearly labeled and designed for women, creating an unwelcoming environment and leaving little leeway for men to gain exposure to beauty and skincare products.
Unnecessary product genderization has driven the divide even further. Of course, men cannot use women’s body wash. That just wouldn’t make sense. They need to smell like Daredevil Tiger Blood, not Lavender, and no girly soap can handle the massive grit being a tough guy gets on your skin everyday. Obvi. But let’s get real: Most beauty and hygine products work the exact same on any human being – male, female, old, young, gay, straight, pale, bronze, black, white, orange and everything in between. However, the dark blue and barbie pink branding, are the “only way” consumers will know for whom these products are made, and more so, for whom they are not.
The most exciting innovation in recent history when it comes to men’s personal care has been the subscription box boom that brings trendy razors and shaving creams straight to the steps of a man’s cave. Ingredients, scents, and effectiveness have all been more or less at a standstill for male-focused products. Meanwhile, in the women’s department researchers can’t take a break! Ladies need the latest anti-aging discovery, eco-friendly packaging, plant-based ingredients and at least 2 studies done on the effectiveness of each product before they will take home a sample. The difference in the two aisles is alarming and the opportunity is great.
Hey Boy, Heyyy
Watch out world: well-groomed, makeup-wearing, soft-skinned men are comin’ in hot.
Times, they are a’changing. Millennials and Generation Z-ers are quickly becoming the primary consumers, and their outlook on gender and self-care is vastly different than their predecessors. Their inclusive, you-do-you mentality is causing a slow but steady wear on the manicured divisions in the cosmetics industry. Beauty and skincare aisles are getting a shot of both testosterone and neutrality as more brands release male-specific and gender neutral products to speak to all consumers. Ballsy move, Beauty.
Beauty retailer, Sephora is one of the first major retailers to apply gender inclusive initiatives to their business. The company recently launched a new platform, “We Belong to Something Beautiful,” which boasts a new vision to make all feel welcome in their stores. To uphold this platfrom is the company is combining traditionally separated male and female products, as well as promoting their “Identify as We” campaign, which highlights LGBTQ, genderfluid and non-binary models in their ads.
Newly launched beauty brand, UOMA, is making headlines not only for its vast product variety, but for its conscious celebration of diversity. Founder, Sharon Chuter, speaks to the company’s focus on inclusivity stating, “…this is why Uoma beauty exists. To celebrate people from all ethnicities, gender, sexual orientation, sizes and of all ages together in a colorful celebration and co-existence.” Iconic beauty brand, Chanel, launched an all male makeup line in 2018, and M.A.C makeup dropped a “gender-less” yet colorful collaboration with male fashion designer, Nicola Formichetti, called MAC X NICOPANDA.
Estrogen Optional
As it turns out, ovaries don’t come before brovaries in this new age of beauty. Media is bringing a new class of role models for men into the spotlight and making it clear that self-care isn’t just for women. The reboot of the popular reality show, Queer Eye, on Netflix is an example of how the current media that is helping to turn the tables in this industry. The show’s non-binary grooming expert, and arguably most popular cast member, Jonathan Van Ness (JVN), is taking gender and sexual orientation stereotypes head on showing men of all types how to embrace skincare and beauty to become the best versions of themselves. With his effervescent personality and thoughtful approach to coaching the show’s participants, JVN is teaching the world that you don’t have to be gay to exfoliate and you don’t have to be straight to have chest hair.
As more brands and retailers respond to society’s call for male and gender-neutral representation, the industry will expand to see a rise in various marketing forms targeting these audiences. It goes without saying that social media influencers already do, and will continue to, play a large role in this shift. Though, it’s clear that social media marketing is a female domain, with women making up 77% of social media influencers and “beauty” being the 2nd most followed category of influencer. However, with increased interest and a plethora of opportunity, male and non-binary influencers could quickly turn the tables. Male beauty vlogger, Bretman Rock, has garnered over six million YouTube subscribers and over 13M Instagram followers, putting him at the forefront of male beauty on social media. His message and partnerships including a collection with L.A.-based beauty brand, Colour Pop, are paving the way for the normalization of male influence in cosmetics.
As a brand, it’s a no-brainer to lean into the uprising of male influence in beauty and skincare. Whether you’re interested in a flamboyant, bold, transgender ambassador or a straight, well-groomed, jock (or both!) the market for male and non-binary influence in this industry is hot, and influencer marketing works for every demographic. The ROI for social media influencer marketing is insane. An impressive 83% of US men have been influenced to purchase based on a link or image shared from an influencer. Hello, conversion! In fact, at LMS, we’ve found that for every dollar spent on an influencer, a business earns $6.50. You do the math. So, merging an up-and-coming market for male and gender-less beauty and skincare, with the continued rise of influencer marketing is a win-win.
Find you a man who knows his way around a skincare regimen.
Working with male influencers and attracting a male audience on social media can be a bit different than your traditional female beauty influencer.
First and foremost, you need to find the right influencers to share your message and reach your target audience. Authenticity is what makes influencer marketing tick, and a poorly-matched promotion can cause more drama than a drag show. Create a criteria of your ideal influencer and their ideal target audience. Keep in mind that some influencers have a larger following on certain platforms! The work you can expect from an Instagram star could be vastly different than what you’d receive from an influencer on TikTok.
According to a 2019 study, the most popular platform on which men follow influencers is YouTube, with 64% of men tuning into the ‘tube. Though beauty and YouTube have always gone together like SPF and tinted moisturizer, women are actually more likely to spend their social time on Instagram, favoring the balance of images and video. Additionally, male audiences most commonly follow gaming influencers, with technology and entertainer influencers coming in 2nd and 3rd. As a marketer, focusing on influencers on YouTube and Twitch will align well with these interests and provide a primed audience for your promotions.
Via Brokerick Hunter
Content-wise, video reigns supreme. 64% of consumers prefer video content when interacting with influencers, and it turns out live video is even better. Most platforms have the ability to share video, so be sure to utilize this feature in your in-house and influencer marketing efforts. (Check out some of our tips and tricks for creating killer video content, here).
Finally, educate your influencers. Especially if you are working with more traditional male influencers who may have a limited knowledge of skincare or beauty. Clear, easy-to-understand instructions and messaging are your best bet – no matter with whom you are working! Be open to their thoughts, feedback and questions and be patient as they test products out, find what works for them and decide if it is a fit for their audience.
Ready to give your daily marketing regimen a boost? Need an LMS tutorial on how to get a fresh-faced influencer marketing strategy started? Check us out and drop us a line at imgame@wearelms.com. For more tips, tricks and industry trends, head over to our blog.
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