Make up products have always been associated with women, though we have had men’s grooming trends being followed throughout history. The great beauty brands like Mac and Dior are assumed to target female audience, and have been persistently successful at doing so. We do have many beauty brands targeting men too but they have not been as successful as women’s beauty brands in persuading their target audience.
Marc Jacobs currently launched his new beauty line ‘Marc Jacobs beauty’ on 9 August at Sephora and selected Marc Jacobs stores, with over 120 products. In the following three weeks, a YouTube video of the designer himself addressing his three essentials Remedy concealer, brow tamer and Lip lock and using it has been shared by numerous medias and bloggers. The designer addresses the beauty line as unisex products ‘Boy Tested. Girl Approved.’ positioning the brand by targeting both men and women.
The designer’s beauty brand has its own Website, Twitter, YouTube, Pinterest and Instagram addressed as Marcbeauty or Marcjacobsbeauty, but does not have its own Facebook page yet. The beauty brand refers to the Marc Jacob International Facebook page for its followers. In my opinion, it is a good marketing plan since he has 118k + likes in the Facebook page and it is a good platform to build awareness of the new beauty line.
In general, none of the beauty products packaging are titled ‘for women’. The beauty products have their product name and its elements displayed on their packaging. It’s the assumption of the audience and a conception built through the beauty brands by representing only female models associated with their products on their marketing elements. So, like there are unisex clothing lines, the beauty lines can also be considered unisex product line. Actually, it’s a safer strategy for the beauty brands who prefer targeting men too because if the men do not consume them, the brand can always survive with women consuming it.
P.S. I believe we will be experiencing more ‘unisex’ beauty lines in future.
10 Responses to Ladies, be ready to share your makeup products with men.