L’oreal: the next big cosmetics trend could be makeup for guys
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L’oreal: the next big cosmetics trend could be makeup for guys

It’s no secret that the rise of social media, smartphone selfies, and reality TV has led Millennial consumers to be more image conscious than their predecessors. But one trend that is not widely reported on is the fact that this doesn’t just put pressure on women: young men are making more of an effort than ever before to look their best.

That doesn’t just mean a fancy suit: it means seeing a close up, high-definition, picture of your face on someone else’s Facebook timeline and thinking: “wow – 750 people I sort-of know can see how bad my pores are.” At least, that’s what L’Oreal, and a host of other big names in the space, are betting on.

L’Oreal’s UK managing director Vismay Sharma recently told The Daily Telegraph that he expects to see men’s makeup counters in stores within the next five years:

“Two things are happening: men know they can use makeup and they know what it does when you use it. The second thing is that the taboos are going, so between my generation and my son’s generation the taboos are very different.”

Other experts agree. According to Giulia Prati, associate director of beauty research at L2 Inc., a business intelligence firm, in a socially networked world, men don’t just have to look good in the traditional way – male beauty is a thing:

“Social platforms like YouTube and Instagram have helped popularize men’s use of beauty products, enabling the rise of social influencers like James Charles who signed as Covergirl’s first Cover Boy, Manny Gutierrez, signed with Maybelline, and Patrick Starrr. Major enterprises like P&G and L’Oréal that are choosing to back these influencers are betting on the growing diversity in the beauty industry.”


Dominion holds L’Oreal in its Global Trends Luxury Fund.

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