L'Oreal UK Revealed That Male Beauty Counters are in the Future
Riley von Niessen — August 11, 2017 — Fashion
With male makeup gurus becoming increasingly popular on social media platforms like Instagram and YouTube, and with more brands in the industry calling upon them to act as influencers as a result, the inclusion of male beauty counters only makes sense.
As Vismay Sharma, Managing Director of L'Oréal UK has stated, there's a clear increase in demand for makeup among male consumers, which has led her to believe that male beauty counters are likely to become a reality in about "five to seven years."
Although the brand doesn't have immediate plans to implement male beauty counters, it's awareness of the need for them shows that the industry will be expected to become more diverse as time goes on and dated ideas of who makeup is meant for are cast away.
As Vismay Sharma, Managing Director of L'Oréal UK has stated, there's a clear increase in demand for makeup among male consumers, which has led her to believe that male beauty counters are likely to become a reality in about "five to seven years."
Although the brand doesn't have immediate plans to implement male beauty counters, it's awareness of the need for them shows that the industry will be expected to become more diverse as time goes on and dated ideas of who makeup is meant for are cast away.
Trend Themes
1. Male Makeup Gurus - The rise of male makeup gurus on social media platforms like Instagram and YouTube presents an opportunity for brands to collaborate and tap into this emerging market segment.
2. Male Beauty Counters - The increasing demand for makeup among male consumers suggests the potential for the creation of dedicated male beauty counters within the cosmetics industry.
3. Diversity in Makeup - The recognition of the need for more diversity in the cosmetics industry, challenging traditional notions of who makeup is targeted towards, opens up possibilities for innovative product development and marketing strategies.
Industry Implications
1. Cosmetics - The cosmetics industry has the opportunity to capitalize on the emerging trend of male-centric makeup by developing specialized product lines and marketing campaigns aimed at male consumers.
2. Social Media Influencer Marketing - The increasing popularity of male makeup gurus presents an opportunity for the social media influencer industry to engage with this new market segment and facilitate collaborations between brands and male influencers.
3. Retail - As male beauty counters become more widespread in the future, the retail industry has the opportunity to adapt and create dedicated spaces within stores to cater specifically to male consumers interested in makeup products.
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