Makeup for men might be something whose time has come, but may also be a major marketing folly. The question for marketing is this, how do you overcome the reluctance of men to accept a product line that is more associated with women? Some men have been discretely using makeup for years, but you wouldn't know it through marketing associated with men.

It would be marketing folly to expect to market to men in the same manner that cosmetics are marketed to women. Most men would rather die a slow death rather than be seen buying products heretofore considered to be feminine in nature. The stereotype of the man who refuses to purchase his wife's "feminine products" is nothing compared to the reality that most men would only possibly purchase makeup designed for them in the most discreet ways. That is the mentality of most men, not the stereotypes alone.

As a product whose time may have come, male makeup may be long overdue. There is no question that benefits might be enjoyed with the new products that have been developed in recent years. Surely there is a market, and it might be more than just a niche market. The trick for marketing will be finding a way to appeal to men in a way that does not challenge their masculinity.

Whether, or not, makeup marketed to men will be considered successful will depend on individual perspectives. As men try new products, they may find results that justify their use. Should women decide that men wearing makeup enhances their sex appeal, men will quickly accept the concept. My bet is that marketing will have to be quite innovative for any real success at a significant level.

It will be interesting to see how big business will approach this challenge. I can hardly imagine testimonial commercials featuring a major football star endorsing face cream. I can see advertising aimed at women, however, suggesting products that they might purchase for their significant others. Indirect marketing may prove to be the answer.

Regardless of the outcome of the promotion of makeup for men, I am one man who will continue to display my weather-beaten face to the community. I am comfortable with my present state of being, and feel no need to be more attractive on the outside. The internal essence of who I am will not benefit from changing my exterior, so consider me a skeptic that men will flock to buy makeup. Wives who think that their husbands might benefit from makeup might do well to remember that we expect them to be beautiful, and most of us think that we look just fine the way we are!

Learn more about this author, Bob Schmidt.
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