Former baseball professional Alex Rodriguez is just not your typical make-up buyer. Straight, Gen X and historically masculine, he is maybe one of many final celebrities you’ll count on to launch a magnificence product.
And but, final week, he did simply that.
In a sequence of muted promotional pictures, a plainly dressed ARod appears to be like right into a mirror as he applies concealer to his cheeks in a nondescript room. In distinction to the standard fanfare of movie star magnificence launches, the marketing campaign feels virtually intentionally strange.
It gives the look that making use of make-up is a straightforward, unremarkable a part of the star’s each day routine. And for a rising variety of males like ARod, it’s.
All eight shades Hims and ARod’s “Blur Stick.” Credit score: Hims & Hers
Kershaw added that curiosity got here from “throughout a broad age spectrum,” with Mr Porter’s male make-up gross sales rising a 3rd over the previous 12 months. That is, he mentioned, partly attributable to altering attitudes in direction of skincare and an elevated consciousness of anti-aging merchandise.
A bottle of Warfare Paint For Males’s tinted moisturizer. Credit score: Mr Porter
“Probably the most notable change within the grooming area over the previous few years is the rise in males’s make-up as a hack to grooming,” Kershaw mentioned. “The final acceptance of the class has grown, and it is no-longer related to a deliberate operate within the leisure trade, the place you all the time should be camera-ready.”
Mr Porter’s best-sellers embrace “concealers and tinted moisturizers” Kershaw mentioned, including: “Our clients are displaying a robust demand for merchandise that cowl up blemishes and pores and skin discoloration, maybe largely attributable to Zoom fatigue in the course of the pandemic.”
A bit of contact up
Within the case of males like ARod — and “Judas and the Black Messiah” star Daniel Kaluuya, who made headlines in 2018 when he wore basis by Rihanna’s Fenty Magnificence on the Oscars pink carpet — make-up could also be much less about colourful self-expression and extra about delicate self-enhancement.
Daniel Kaluuya sporting Fenty Magnificence basis on the 2018 Oscars. Credit score: Christopher Polk/Getty Photographs
Kershaw recommended that Covid-19 lockdowns have introduced males with an “alternative to experiment greater than traditional with self-care” — all within the consolation of their very own house. “Alongside make-up, we have now seen LED face masks and instruments akin to face scrubs surge in reputation all through this era,” he added.
Within the West, interesting to males clients’ machismo seems to be a very widespread model technique. Warfare Paint For Males, for instance, has tapped historically masculine model ambassadors, together with skilled rugby and soccer groups in England, in addition to James Bond make-up artist Donald Mowat.
Different male make-up manufacturers have adopted stark minimal packaging, akin to Chanel’s “Boy de Chanel,” whereas US model Stryx markets its merchandise as “instruments.” ARod’s impartial grey packaging takes an identical method, with the phrase “make-up” utterly absent from the Blur Stick press launch.
One other marketing campaign shot for Hims x ARod’s “Blur Stick” that includes a special mannequin. Credit score: Hims & Hers
This will likely all assist manufacturers differentiate their merchandise from these discovered within the female-dominated make-up trade — or these utilized by the LGBTQ communities which have outlined the male make-up area by means of drag tradition and sweetness YouTubers like Bretman Rock.