Millie, one half of hip make-up brand Ruby & Millie, believes that: "Male grooming is one thing and is tagged as a growth market, but men wearing eye shadow and mascara, I don't think there's going to be an onslaught. Some men will buy make-up and places such as Boots opening 'men only' stores indicates that companies are waiting for the grooming thing to really hit." Boots' two 'men only' shops (in Bristol and Edinburgh in which women are of course welcome), offer grooming goodies from a wet shave to a full-on facial but after an initial wave of publicity and promises of more 'men only' Boots stores, they've abandoned plans to open more.
Millie claims that make-up for men "is a lifestyle choice. Your local contractor in Newcastle or a plumber isn't going to wear nail varnish. If Ruby & Millie were going to do a men's make-up range, it would be marketed to a particular lifestyle." Currently only 1% of Ruby & Millie's customers are men. US company MAC reports that men are increasingly frequenting their counters and shops. MAC make-up consultant Terry Barber says: "Men are looking at magazines more and want to keep up with what they see."
Terry believes the times are changing. "Men are feeling far less awkward now and are more aware of taking care of their skin," he says. "We're moving away from the vanity aspect and men can use products without it being seen as effeminate. MAC treat skin as skin whether it's men's or women's. We've had men come in who want dark, shiny looking eyes, a look which Dolce & Gabbana used on male models. But, there's still a stigma attached to men wearing make-up." Terry can't yet see your average football supporter coming in to stock up on foundations.
Although Ruby & Millie won't be launching a cosmetics range specifically for guys in the near future, companies like Shiseido, Aramis and Clinique do see the virtue - and economic sense - of launching products for men similar to existing women's versions. Clinique recently launched Stop Signs Age Defending Complex and All About Eyes, because - as a spokesperson says: "We found men were borrowing their partners' products. But, the products were given more masculine packaging and names, Stop Signs Age Defending Complex in the women's range is Stop Signs Serum." Guys can't get enough of the stuff - both products are tripping off counters.
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