Male make-up is set to hit the high street as Superdrug launches Taxi London’s range for men, but the market for male cosmetics remains uncertain.
Taxi London’s male make-up range contains clear eyelash and brow formula ‘Manscara’ and ‘Guyliner’, an eye definer created especially for men. The range was developed to cater for the rising trend of the new-age ‘metrosexual’ - men who spend an increasing amount of time and money on their looks and appearance - and was the brainchild of Pete Kelly and Jane Williamson, who have worked on brands such as Bobbi Brown, Pout and Stila.
Marketing researcher Mintel found that the men’s toiletries market increased 21% between 2005 and 2007, though it must be noted that this is less than 10% of what women spent on cosmetics over the same period (£57 million compared with £602 million). This spend is largely on skincare, such as moisturisers, cleansers and facial scrubs – but will make up be an even tougher sell?
Taxi London’s Pete Kelly says ‘The men's market has grown dramatically over the past five years. There is so much pressure to look good and men want to feel confident if they have issues such as small eyes or wayward brows.’
He added: ‘We wanted simplicity, no colour and something men wouldn't be scared of using. Taxi London for men is about ‘enhancing rather than making men up to look like drag queens!’