Men wear makeup, too: Desire to make a good impression boosts men’s cosmetics

The Yomiuri ShimbunA male buyer tries on make-up at a men’s cosmetics space that sells nail polish and different merchandise at Takashimaya’s Osaka division retailer. More males are taking on make-up to enhance their look and enhance their confidence.
By Mari Toyoshima / Yomiuri Shimbun Staff Writer
1:00 JST, October 6, 2022
Men’s grooming is present process main change, triggered by the novel coronavirus pandemic. An growing variety of males middle-aged and older have began carrying make-up as they’ve grow to be extra aware of how they give the impression of being, particularly due to on-line conferences for work, and plenty of of them are trying to “give an impression of well being.”
To meet the brand new demand, malls have even arrange particular areas for men’s cosmetics, merchandise that go a step past the standard men’s skincare.
To be assured, fired up
In September, Takashimaya’s division retailer in Osaka’s Chuo Ward arrange a men’s cosmetics space within the men’s part on the second flooring.
The space sells about 50 sorts of cosmetics, together with eyebrow pencils, concealers to masks blemishes and darkish areas beneath the eyes, and BB cream, which is a form of basis. Prices are largely within the ¥1,000 to ¥2,000 vary.
“I get extra assured after I apply make-up as a part of my routine. It feels simpler to get fired up in numerous conditions,” mentioned Hirofumi Hayashi, 36, a nurse from Izumiotsu, Osaka Prefecture, whereas looking merchandise to purchase.
“About 30% of our clients are of their 40s or older. Some are of their 70s,” mentioned Masafumi En, 33, the supervisor in command of the world. “Many individuals say they need to conceal the darkish areas beneath their eyes, or they’re involved about their physique odor. The age bracket of individuals occupied with make-up is increasing.”
At the Kobe Hankyu division retailer in Kobe, you’ll be able to even discover a personal room to attempt on cosmetics the place you don’t have to fear about being judged by these round you.
Nail polish, lipstick
The pattern towards males carrying make-up is claimed to have taken off as extra ladies entered the workforce, making extra males aware of their grooming and look at work.
According to a survey by Mandom Corp., greater than 20% of males of their 40s mentioned that they’d grow to be involved about how their face seemed in on-line conferences, and almost half of them mentioned they have been occupied with make-up.
“I’m not glad about how greasy my face is, which might be attributable to carrying a face masks, so I began utilizing a facial care gadget,” mentioned a 51-year-old firm worker in Kobe. “Next, I would like to attempt carrying concealer and nail polish as a approach to enhance my temper.”
In response to this pattern, Mandom launched a new model in October final 12 months that features nail polish and lipstick, as well as to pores and skin lotion and cream.
“Men have proven much less hesitation to wear make-up just lately,” mentioned a firm consultant. “We need to assist them specific themselves in various methods.”
Naris Cosmetics Co. in Osaka has turned a model for ladies gender impartial. Noticing a rise in male customers, the corporate modified its container coloration from pink to white and used a male mannequin, which resulted in a almost threefold improve in gross sales.
According to the Tokyo-based analysis agency Intage Inc., the home marketplace for men’s cosmetics is rising, hitting ¥40.6 billion yen final 12 months, up 8% from the earlier 12 months.
“There are extra shops that males, even older males, really feel comfy getting into,” mentioned Aya Maeda, an analyst on the firm. “And even when they really feel embarrassed about buying cosmetics, they’ll simply purchase them on-line. I feel extra males will wear make-up as product choices improve.”

https://japannews.yomiuri.co.jp/society/general-news/20221006-62540/