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L’Oreal: Male Cosmetics Counters Could Be Here in Five Years

Men, have no fear – putting on your best face each day will soon be easier than ever


In a recent interview with The Telegraph, L’Oreal’s Marketing Director for the United Kingdom, Vismay Sharma, believes the world can expect to see male cosmetics counters in department stores within the next “five to seven years.”

That should put the fear of God in the enemies of the West.

Sharma said that the acceptability of men wearing makeup is growing out of deference to what he called the “selfie generation.”

The “selfie generation;” clearly, something else that has been a big help to society.

In further explaining why he sees male makeup counters becoming standard, Sharma said, “Today you have a very small proportion of men who want to use makeup products but that proportion is growing and it will continue to grow. I think it’s just awareness — 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. Is the trend going to go towards bold colors or more subtle? I don’t know. But what I do know is we are listening very carefully to consumers and what they want.”

ASOS, a British online fashion and beauty store, just launched a line of makeup products for men from British cosmetics company MMUK. Speaking about the mainstreaming of male cosmetics products, MMUK co-founder Alex Dailey commented that “men have been dabbling in men’s concealer and foundation for many years now, but on the whole stealing their wife’s, girlfriend’s or sister’s.”

Pretty sure a lot of guys out there are simply going to have to take your word for that, Alex.

 By Robert G. Yetman, Jr. Editor At Large