As our world has become more connected, so, too, have people been exposed to new and different ways of thinking. With this, comes new ideas and conceptions entering into the cultural consciousness. Influencers on social media have, in many ways, taken over from traditional marketing in shaping and guiding social norms in the larger social space. These new ideas come with it new opportunities for brands to reach out and make authentic connections with both their existing following and find some new ones along the way.
Because of the way social media is now a part of so many people’s daily lives, it also serves as a place where brands that may once have been a hard sell can find success. One of the best examples? Cosmetics marketed towards men. While some brands have started to cater to men in marketing and products, by many standards, it’s still considered a niche market to cater towards. However, given the popularity of beauty influencers such as James Charles and MannyMUA, studies suggest that this particular demographic will only become more common. And some luxury brands have come out with product ranges specifically designed and marketed with men in mind.
But, in the current world with our current social norms, it’s still not incredibly common for men to draw attention to the fact that they wear cosmetics. In a recent study, men and women were polled to see how many men wore or knew other men who wore, cosmetics on a regular basis. They found that 20% of men had considered wearing cosmetics but 56% would be uncomfortable approaching a makeup counter. That means brand should meet them where they would feel most comfortable: their personal devices.
Enter in the direct to consumer makeup brands marketing themselves directly to men. They advertise on instagram and other social media platforms where they can display their products and offer a way for customers to come to them – without the need to walk into a public store. And several brands have found success in this tactic. By bringing their products where their consumers are already looking, these brands are able to establish a market where, 10 years ago, they wouldn’t have been able to.
Social media, then, is an effective way to find potential customers even for products that would not work well in a traditional brick and mortar store. The ability to advertise on social media platforms, both through influencers and ad placements, creates new opportunities for any brand looking to try something different.
But, on occasion, that marketing strategy can backfire if it leans too heavily into established, and potentially toxic, gendered norms. By playing into the idea that men need to be hypermasculine, a brand can open itself to online ridicule. But, in doing so we are also having an open conversation about cosmetic marketing. If having an over-the-top marketing strategy for makeup for men is ridiculous, would be too large a of a stretch to say the same for over-the-top feminine marketing?
These conversations shows that social media is a place where social norms are always adjusting and changing, both online and off. As once taboo subjects become more and more common on social media, they will then also become more accepted in our daily lives away from our phones and computer screens.
One day, it will probably not be all that strange to see men with cosmetics in their bathrooms. Until then, men’s cosmetic brands have found a solid base to build on, offering a more flexible way to meet with potential consumers.