History tells us that it was quite common for men to wear make-up and given how the skin care regimen has become part of the daily routine for men, and the foundation and concealer increase use suggests colour cosmetics could be the next natural step.
“There is lots of evidence out there to suggest that men are ready for colour cosmetics,” van den Berg tells CosmeticsDesign-Asia.com.
Dare to wear
“Not only are they ‘decorating’ themselves more with tattoos and piercings than ever before, but they are also starting to ‘accessorise’ more with necklaces, scarves and even handbags – items which in the past would never have been considered part of a man’s wardrobe.”
The trend expert’s company, Future-Touch helps companies to develop men’s cosmetics based on needs and demands rather than simply copying female products and branding them differently; and believes that men are now ready for colour cosmetics, but will only dare to buy them when the products are exactly right.
Van den Berg claims that looking ahead, imperfection will be the new black, and predicts a change in attitudes towards the current vision of beauty; which puts men a step ahead of women as they haven’t yet become involved with plastic surgery and botox as readily.
Cool to be old
“I believe it will become ‘cool to be old’,” she continues. “This will naturally have a huge influence on anti-ageing products and the raw material suppliers that produce anti-ageing ingredients – they will need to look at other consumer trends and how they can tap into different markets.”
“Secondly, I believe 3D printables will be big. Certainly 3D print is going to influence applications.”
Van den Berg will explore these topics at the in-cosmetics Asia trade show taking place in Bangkok, 29-31 October, 2013.
She will be giving two presentations at the event:
- Future Trends: Spotlight on Men’s Cosmetics – 29 October 2013, 14:00 - 14:30
- 2015 Colour Cosmetic Trends – 30 October 2013, 16:00 – 16:30
For more information on the show, please click here.