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As Market Explodes For Men's Cosmetics, Marketers Try Their Best To Convince Male Consumers It's Not Makeup

June 23, 2012: 11:18 PM EST
Sales of men's grooming products are forecast to reach $3.2 billion by 2016, up from $2.6 billion in 2012, which makes men's grooming one of the fastest expanding segments in the beauty market, according to market research firm Mintel. Although the market for cosmetics and skincare for men is booming, marketers have to deal with a major challenge — most men do not want to use products with packaging that seems too feminine. Marketers circumvent this issue by offering cosmetics with packaging that looks designed for cigar and liquor and sporting manly brand names. Nordstrom, for its part, transferred male grooming products from the beauty department to the men's furnishings section.
Shan Li, "Market booms for men's cosmetics — but don't call it makeup", Los Angeles Times, June 23, 2012, © Los Angeles Times
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