Men’s multifunctional makeup serves up a self-tanner that gets guys selfie-ready
Multifunctional personal care products cater to consumers eager to save time and simplify their skin care routines. The Menaji powder promises to deliver the glow of a tan, the advantages of topical vitamins and a camera-ready complexion.
His not hers
Men opting for makeup purchase products that are simple and quick to apply, leave them looking healthier, and come in a hefty package that distinguishes it as a men’s item. Successful brands in this category showcase product benefits not so much a cosmetic look.
Menaji seems focused on a healthful look and a healthful lifestyle with this powder: “when I developed Sunless Tan I didn’t want to compete with liquid tanners or anything that would produce a drastic color change,” the company’s president and founder, Michele Probst said.
“I wanted a smooth, undetectable finish made for the unforgiving clarity of high definition television that can amplify the bone structure or be dusted all over for a warm glow,” she added.
The option to not tan, yet sport a golden skin tone, may be better for consumers in the long run, “because tanning powders are healthier than baking out in the sun, tanning beds, and now even spray tans where DHA can be inhaled during spray applications, the results are a win-win,” according to a statement from Menaji.
Worldwide trend
Menaji products reach consumers in over 20 countries. And, men’s makeup is increasingly the rule rather than the exception in Asian and UK markets.
In the UK, “men are no longer intimidated by the thought of wearing make-up, as long as the packaging looks nice and masculine…and the products are worn undetectable all day long,” Alex Dally of MMUK MAN explained about that region’s ‘mansome’ grooming practices.
In his Cosmetics Design article on the mansome revolution, deputy editor Andrew McDougall pointed out that “in markets such as Korea, men’s cosmetics are considered the norm and there is great market potential there.”
On-camera culture
Digital photo sharing, face-to-face conversations conducted over video chat apps, and on-camera jobs have men (and women) keen to be media-ready at the drop of a hat.
“It’s okay to cover up a mark from shaving and to protect your skin,” Rick DiCecca, of Amway’s Artistry brand and a personal advocate of men’s makeup, assured a room full of scientists recently. And, “men should always use moisturizer,” he told those gathered for the annual meeting of the Society of Cosmetic Chemists.
DiCecca was doing his part at the meeting to shift modern perceptions of gender as they pertain to FMCG like cosmetics. He made a point of sharing that “to be camera ready for the day, he wore concealer, bronzer and eyeliner,” reported Cosmetics Design.
