The Italian forecasting studio has published a trend guide on make-up for men predicting a real revolution in men’s grooming habits.
Giving an overview of the new guide in a presentation at in-cosmetics in Munich last week Future-Touch founder Antoinette Van Den Berg said young men were beginning to embrace make-up.
Musical influence
Van Den Berg pointed to the number of new music groups today such as Tokyo Hotel featuring young men willing to do more than just dabble in make-up.
These groups influence and reflect modern youth culture. Van Den Berg told CosmeticsDesign.com that the modern 18 year-old man is really cosmetics savvy and even enthusiastic about beauty products.
She described the make-up laden rock bands and icons of the 80s like the Cure, Boy George and Indochine as the forerunners.
Their use of make-up was scandalous whereas their modern counterparts can wear mascara without the press raising an eyebrow.
Uniquely male make-up
While men may be willing to use make-up they are not likely to be caught stealing from the make-up bags of their girlfriends.
Van Den Berg said men want their own make-up to express their own ideas and identity. Exactly what these preferences are and how they can be translated into successful products is examined in the new Future-Touch guide.
The guide will describe the visual signals from the world of art, music, fashion and blogs indicating that men are ready for color cosmetics. The guide then explains how men will start using color cosmetics before translating these trends into new product concepts.
Despite the optimistic predictions for men’s make-up, the overall performance of the male grooming market is looking weak. At a panel discussion at in-cosmetics on the impact of the recession, Nicole Stollenwerk, partner, audit, KPMG said growth rates for male grooming products slowed down sharply last year after years of above market growth.