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Title : Now that everyone's stuck at home and doing meetings through video cameras, there's the idea that it's a good time to sell men on wearing makeup.
link : Now that everyone's stuck at home and doing meetings through video cameras, there's the idea that it's a good time to sell men on wearing makeup.

Now that everyone's stuck at home and doing meetings through video cameras, there's the idea that it's a good time to sell men on wearing makeup.

I'm reading "Maybe he’s born with it, maybe it helps with video calls: Makeup for men finds a niche/How a new cosmetics brand is capitalizing on changing gender norms and the desire to look Zoom-ready" (WaPo). The tone is soppily uncritical, because of course, they want makeup companies to advertise. We hear about a new company, Stryx, that has makeup for men.

Discretion is a key part of the messaging, a spinoff of the classic no-makeup makeup look, and Stryx hopes changing ideas about masculinity will move the idea into the mainstream....

Chanel launched a men’s makeup collection that hit the U.S. market in 2019, offering foundation, an eyebrow pencil, lip balm, and a cleanser and moisturizer set for a “natural look.”... And a number of mainstream cosmetic labels have adopted gender-neutral marketing. But Stryx sees itself as something original, a brand made specifically for men from the ground up....

Some say the shift reflects changing attitudes toward masculinity and expression. Other see it as a new market to capitalize on, fueled by Instagram and a barrage of Zoom meetings....

From the comments:

Men's makeup. Also known as makeup. It's the spear counterpart to "vodka... for women" also known as vodka. Or "BIC pens... for women!" also known as pens.

Oh, yeah. Just recently WaPo made fun of a new vodka for women: "Bacardi targeted women with its new reduced-alcohol vodkas. It went over as well as you’d expect."

Susan Dobscha, a professor of marketing at Bentley University, says the brand missed the mark on multiple levels.

First, she notes, modern beverage companies don’t need to market by gender anymore — after all, White Claw hard seltzer became a market-dominating hit by eschewing the old stereotypes of bros guzzling brews and ladies sipping white wines. “You don’t have to rely on these sexist tropes to be successful in this product category,” she says. “Bacardi went the total opposite and decided to go full on girly. Where did they get that intel?”

The move seems to have put the products in league with widely mocked Bic “For Her” pens, Doritos lady-friendly chips, and Johnny Walker’s “Jane Walker” scotch logo.

All the links go to other WaPo articles.

Actually, it's easy to defend WaPo. It's consistent. The "for women" products are carrying forward the traditional stereotype, and the "for men" makeup is defying the traditional stereotype. If the company is centering its product on the old stereotype, boo. If the product is helping people overcome the stereotype, yay. That's makes more sense of WaPo's treatment of new products than what I wrote in the first paragraph of this post. If they were really only about coddling advertisers, they wouldn't have mocked Barcardi, Bic, Doritos, and Johnny Walker.

Discretion is a key part of the messaging, a spinoff of the classic no-makeup makeup look, and Stryx hopes changing ideas about masculinity will move the idea into the mainstream....

Chanel launched a men’s makeup collection that hit the U.S. market in 2019, offering foundation, an eyebrow pencil, lip balm, and a cleanser and moisturizer set for a “natural look.”... And a number of mainstream cosmetic labels have adopted gender-neutral marketing. But Stryx sees itself as something original, a brand made specifically for men from the ground up....

Some say the shift reflects changing attitudes toward masculinity and expression. Other see it as a new market to capitalize on, fueled by Instagram and a barrage of Zoom meetings....

From the comments:

Men's makeup. Also known as makeup. It's the spear counterpart to "vodka... for women" also known as vodka. Or "BIC pens... for women!" also known as pens.

Oh, yeah. Just recently WaPo made fun of a new vodka for women: "Bacardi targeted women with its new reduced-alcohol vodkas. It went over as well as you’d expect."

Susan Dobscha, a professor of marketing at Bentley University, says the brand missed the mark on multiple levels.

First, she notes, modern beverage companies don’t need to market by gender anymore — after all, White Claw hard seltzer became a market-dominating hit by eschewing the old stereotypes of bros guzzling brews and ladies sipping white wines. “You don’t have to rely on these sexist tropes to be successful in this product category,” she says. “Bacardi went the total opposite and decided to go full on girly. Where did they get that intel?”

The move seems to have put the products in league with widely mocked Bic “For Her” pens, Doritos lady-friendly chips, and Johnny Walker’s “Jane Walker” scotch logo.

Thus articles Now that everyone's stuck at home and doing meetings through video cameras, there's the idea that it's a good time to sell men on wearing makeup.

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Now that everyone's stuck at home and doing meetings through video cameras, there's the idea that it's a good time to sell men on wearing makeup.

Now that everyone's stuck at home and doing meetings through video cameras, there's the idea that it's a good time to sell men on wearing makeup.

Thus articles Now that everyone's stuck at home and doing meetings through video cameras, there's the idea that it's a good time to sell men on wearing makeup.

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Now that everyone's stuck at home and doing meetings through video cameras, there's the idea that it's a good time to sell men on wearing makeup.

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Now that everyone's stuck at home and doing meetings through video cameras, there's the idea that it's a good time to sell men on wearing makeup.

Thus articles Now that everyone's stuck at home and doing meetings through video cameras, there's the idea that it's a good time to sell men on wearing makeup.

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