Over the past few years, a number of gender-neutral makeup brands have been launched, alongside several makeup lines specifically targeted towards men—now, The Y Code is emerging as a brand and product concept by the Sheridan&Co design agency that aims to "repurpose male cosmetics for the 'everyday man.'"
While cosmetics for women are often centered around beautification, The Y Code emphasizes subtle enhancement, correction and refinement for complementing—rather than masking—one's features. The products are contained in elegant dark packaging and simply branded with names like Balm Rescue and Tan Gel.
As Sheridan&Co describes, "the market that The Y Code is targeting is an interesting one—these men are youthful enough to not yet be set in their ways; they are open to experimentation, have a decent disposable income, may already have a well-stocked cabinet of grooming goods and have perhaps dabbled with cosmetics in some way."
Youthful Male-Targeted Cosmetics
'The Y Code' Presents Premium Cosmetics for the "Everyday Man"
Trend Themes
1. Gender-neutral Makeup Brands - Opportunity for creating gender-neutral makeup brands that cater to individuals who seek subtle enhancement and refinement.
2. Cosmetics Targeted Toward Men - Potential for developing makeup lines specifically designed for men that emphasize natural enhancement rather than masking.
3. Youthful Male Beauty Market - Opportunity to tap into a market of youthful men who are open to experimentation and have disposable income to invest in cosmetics.
Industry Implications
1. Cosmetics Industry - Disruptive innovation opportunities exist in expanding the cosmetics industry to cater to a broader audience, including gender-neutral and male-targeted products.
2. Design and Packaging Industry - Innovative packaging and branding solutions are needed to create elegant and appealing products that resonate with the target audience of young men.
3. Grooming and Personal Care Industry - The grooming industry can embrace disruptive innovation by introducing an array of cosmetics and skincare products tailored specifically for men.