According to Euromoniter, the male grooming industry — including haircare, skincare and shower products — is expected to reach over $60 billion by 2020, outpacing men’s haircare and fragrance.
Despite more men wearing makeup than ever before, some worry this is just a passing trend.
'By announcing a shift to gender neutral products, or suddenly including men in a product line, Sable says it can appear tokenizing or can come off as an obvious marketing tactic. She also feels another issue brands face is making a statement with an inclusive campaign or brand face but then never addressing the issue again.'
Despite more men wearing makeup than ever before (with youtubers and beauty bloggers inspiring worldwide), some worry this is just a passing trend.
'By announcing a shift to gender neutral products, or suddenly including men in a product line, Sable says it can appear tokenizing or can come off as an obvious marketing tactic. She also feels another issue brands face is making a statement with an inclusive campaign or brand face but then never addressing the issue again.'http://www.verygoodlight.com/2017/08/29/boy-beauty/
Tom Ford have campaigned 'boy beauty' since 2006
Furthermore in this country, more advertising of boy beauty is being displayed such as Nyx displays on their shopfronts. Nyx are very much using a modern advertising technique relating to popularity of beauty tutorials/gurus on social media and this is bringing in variety of boys/trans/fluid people represented in the beauty sector- showing its snowball in popularity, a reason to create this packaging concept.
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