Why the Beauty Industry Hates Men Part 1 By Face Lube Candace Chen


Published on

Why the Beauty Industry Hates Men Part 1 By Face Lube Candace Chen is part of masculine anti-aging face and skin care articles to raise awareness of the special phase - masculine face care, instead of the common beauty terms - men's skin care. Mens face skin care, face skin care mens, face skin care for men, men’s anti-aging skin care products,
masculine men face skin care, facelube, face lube, anti-aging face skin care, male face skin care, men face skin care, Candace Chen, the beauty industry. Brought to you by Candace Chen and FaceLube, Home of the Ultra Masculine Anti-Aging Face and Skin Care products for men with everything he needs, nothing he doesn't.

Published in: Business, Lifestyle
  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Why the Beauty Industry Hates Men Part 1 By Face Lube Candace Chen

  1. 1. Why the Beauty Industry Hates MenThere’s no debate: masculine men aren’t down with artsy fartsy skin care.That means they aren’t going to spend time and money tinkering with various flowerscented creams, finger through a range of dainty tubes, jars and bottles with exotic andcryptic names, or try and keep track of which lotion goes on before which cream, andwhether to lather, tone, peel, spritz, or scrub (sorry, I meant exfoliate).In short, skin care just isn’t what masculine guys are about – and that’s the way theyplan on keeping it, despite the beauty industry’s best efforts to pitch them girly productafter product, in combination with public relations campaigns to help men discover theirinner feminine sensitivities, as if masculinity is a handicap.And that begs the question: why does the Beauty Industry hate men so much?That is, why doesn’t the beauty industry reach out and connect with the masses ofmasculine men out there who aren’t responding to artsy fartsy product offerings andsensitivity training campaigns - and never will?Through my in-depth research on this fascinating question, I’ve uncovered two reasonsfor this glaring problem. I refer to them as the “physical barrier” and the “psychologicalbarrier.”The Physical BarrierInexplicably (and some might say obnoxiously, as well) the beauty industry doesn’t wantto admit that masculine men are…men. That’s why they’ve expanded so manyresources to establish a stronghold in traditional beauty venues that cater to women.Such as those rows of gleaming department store “beauty counters” – and they aren’tgoing to change that setup in order to make the shopping experience more comfortableand inviting to masculine men.Drug stores and discount retailers aren’t much better. While they don’t have thedepartment stores’ ever-present glossy “beauty consultants” hovering around, the men’ssection (if there is one at all) offers paltry few options – most if not all of which are whatthe beauty industry considers to be basic skincare and “low-end” anti-aging products.For men who are determined to find more advanced skincare and anti-aging products -even if it meant braving the women’s section, they are faced with multiple aisles and adizzying array of skincare products, each with its own set of hyperbolic claims – makingshopping for the right products and making sense of them all, frustrating, to say theleast.Basically, as far as the beauty industry is concerned, if masculine men want to take careof their face and want the best products to do it, not because they’ve responded to thefemale sensitivity training and want to look “pretty”, but so that they can gain acompetitive advantage and maintain a more youthful and vibrant appearance…well,that’s just too bad for them! Masculine men either take what the traditional beautyshopping experience offers, or leave it. And to no one’s surprise, they’re leaving it.
  2. 2. The Psychological BarrierBecause the beauty industry is doing such a horrendous job of reaching men, naturally -they’re doing just as bad a job educating men about the need, value and proper use ofmen’s skincare products. And that ongoing ignorance – which is the fault of the beautyindustry – perpetuates the stereotype and stigma attached to a man’s use of skincareand anti-aging products.We all know what that stereotype is: beauty and anything related to its maintenance isan exclusively feminine ritual – and any man who uses such products is somehow lessof a man. In other words, the stereotype emasculates men. This alone is enough toprevent masculine men from going anywhere near so-called “beauty products” in the firstplace.And the tiny portion of masculine men who do break this barrier, because they careabout their appearance, are forced to hide this fact - because they’ll be mocked by theirpeers, and all too often, their girlfriends or wives are under strict orders never to divulgethis closely guarded secret.So What’s Behind These Barriers?As alluded to above, the force that keeps these barriers in place, the force that alienates,emasculates and insults masculine men – is the beauty industry’s position that there’sjust no need to pay attention to masculine men, because up to 70% of men’s skin careproducts are purchased by women anyway. And so they simply use everything they’velearned from their women’s lines, from product to marketing, as a blueprint for reachingmen. After all, if a woman like what she sees, she’ll buy it and take it home to the man.So that means the packaging, the marketing, and everything else in-between is gearedtoward women. Men aren’t really on the radar screen any more. They aren’t thatimportant, now that the beauty industry has decided that the more effective and fastestway to get through to men, is by sneaking around his back to the women in his life. Youknow how it is - convince her that he needs it and thereby get her to do the beautyindustry’s bidding (or nagging) for them.Is this contemptuous of men? Utterly! Is this disrespectful to men? Entirely! Is thisnecessary? Absolutely Not!Changing the ParadigmThe challenge here is to break these physical and psychological barriers, and reverse alifetime of social conditioning and stigma attached to a skincare routine for men. Weneed to respect the fact that there is a population out there – the masculine man, themanly man, the man’s man, the guy’s guy and the real men – who aren’t getting a fairdeal by the beauty industry. In fact, they’re being woefully disrespected and treated withcontempt. That has to change.For far too long, the beauty industry has been trying to change men, as if there issomething wrong with them. It’s time the beauty industry wakes up to reality - it’s theBeauty Industry that needs to change.
  3. 3. And, like all real change, it has to start from the root – that is, from within the beautyindustry itself, where the problem lies, but what does this mean in practical terms?Simply and clearly, it means creating masculine face care products that target men ontheir terms – by working with their nature, speaking their language, respecting theirneeds, and serving their interests. It also means developing authentic and powerfulmarketing and advertising strategies, tactics and campaigns that are designed, from theground up, to target masculine men.So say goodbye to artsy fartsy terms like “serum” and say hello to masculine, powerfulterms like “protectant.” Say goodbye to retail channels that cater to women, and sayhello to retail channels that cater to men. And not just any men - Masculine Men.The Final Word – Masculine Men’s Face CareChanging the way people think and act is an uphill challenge. The traditional beautyindustry isn’t interested in changing the way it does business. It’s a multi-billion dollarindustry that has blueprints in place, and if that means that masculine men are treatedlike they don’t even exist…so what? They’ve been doing things a certain way fordecades. Why change now?Well, here’s why: because masculine men are powerful and yet staggeringly under-served demographically. Masculine men have a right to enjoy all of the benefits thatcome from taking care of the masculine face, for a more youthful and vibrantappearance, for an extra edge in an ultra-competitive workplace, and more confidenceand charisma. And they have a right to be treated with respect by ALL in the beautyindustry who make, market and distribute men’s skincare and anti-aging products.Yes, it’s an uphill challenge. But so what? Masculine Men love a good challenge!