Men - The new cosmetic market
- Ravindhirran
- 17 nov. 2019
- 4 min de lecture
Dernière mise à jour : 21 nov. 2020
Men - the most difficult segment for the cosmetics sector to enter, especially when make-up is the M-word in the world of men! What do you think of when the word "cosmetics" comes up?- Women! Yes, that's the word that comes up at some point in the conversation. With such mentality it has sure proved an arduous task for cosmetics industry to enter a world of men. Moreover, men have always been symbolized for the tolerance of extreme conditions and ruggedness. All this stereotype brought cosmetic industries nowhere close to men's segment.
But all this changed!
The change....
The importance of skincare and cosmetics wasn't noticed or realised by men until the Nixon-Kennedy Presidential debate in 1960. Probst (founder of Menaji Skincare) notes this event as a game-changer for the cosmetics industry. She said that "Kennedy looked confident, while Nixon was sweating. He had a five o'clock shadow and dark circles under his eyes. According to the cosmetics industry, people think Nixon lost that debate because he had looked less healthy and less confident and eventually, which made him look less powerful". This gave the hole for the cosmetics industry to enter into the world of men. This event made men discover the power of cosmetics. Even though men had started using cosmetics, the change wasn't drastic until companies like Menaji started entering the cosmetic industry.
Entry of Menaji into the cosmetic world.
Michele Probst had noticed that men liked cosmetics but never wanted to get caught using them. This was a problem for all cosmetics industries entering into the segment of men. Probst, being an expert on walking this tricky line, found indigenous methods to reach out to the men in need. She says that the key to reaching out is by being undetectable and discreet. Menaji's marketing strategies are based on this concept. Some of them have been discussed below to relinquish your curious minds.
Selling their product online
Men have always found it difficult to buy cosmetic products in open due to the general stigma surrounding cosmetics. This is where the digital world had come to their rescue. What better way could there be to sell products more discretely to men than doing it online? Menaji has more than 2/3 of its products sold online because people won't know who's the end-user. Their online delivery system has also ensured a nondisclosure of the product name even at the time of delivery. This has proved to be more comfortable for their users to buy cosmetic products online.
Placement of products
Unlike the traditional way of placing their cosmetics under the cosmetics sections, Menaji has pressed its retailers to place theirs in the men's accessories section. This has changed the perception of their products in the eyes of men. Men no more see their products as cosmetics. They see them as men's accessories which they are comfortable buying and flaunting.
Packaging
You could never see a man more content apart from the time he is unboxing one of his gadgets. Menaji's products are packaged just like gadgets. And interestingly enough, they come with an instruction booklet attached to it. This model aims at giving their users a similar feel of opening a clock or a radio or any other gadget. Menaji's packaging also avoids anything and everything that feels emasculating. Even the smallest hint towards emasculation such as a shiny packaging will definitely drive away men.
Vloggers
Menaji's vloggers and influencers are mostly men. This brings changes to various levels of stigma surrounding cosmetic products. It tells that the world of men do use cosmetics and it's all right. Using male video vloggers also helps reach out to men's needs. They can communicate effectively and tell them the advantages in the terms of men. Well.. who could understand a man better than another man?
Naming the products
Menaji have been very precautious when naming their products. They always opt for a hyper-masculine name such as Urband Camouflage Concealer, Eye Gel, etc. so that their customers don't get a feel of using feminine like products. Menaji is also drawing a clear line between men and women in the cosmetics industry so that men will no longer feel feminine when using cosmetic products.
Description of their products
Men are wired to be problem-driven. If they have a problem, they need a solution to it. Menaji has tapped into these wires of men! Their description says that they have the solution to their problem which is backed up by science. It is easy, simple and to the point which is exactly what men always wanted. Men now don't have to look anywhere else for the solutions related to their macho skin problems.
Website
Websites are the place where the company and its products get described and positioned. Menaji's website screams that you have entered into the territory of men. Their website is plastered with perfect looking men that men dream of being. In addition, their website has various blogs on trends taking place in the cosmetic industry and cosmetic hacks that can be applied in their day to day life. They have also advertised discounts for pro club members on make-up artists, barbers, and wedding stylists for men. Their website is a one-stop destination for all of men's needs.
By the reach of Menji, we can clearly see that cosmetics have been taking over the men's segment by storm among millennials. The digital era is just acting as a catalyst for this process. Not only have the millennials started using cosmetics, but they are also influencing the male boomers into the use of cosmetics. I guess cosmetics is not just for women anymore. After all, why should girls have all the spotlights?
Sources:
https://www.menaji.com/ (image)
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