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Brief Published: 22 Aug 2018

Chanel to Launch Make-Up Collection for Men

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Chanel

Chanel is entering the male beauty category with a make-up range for men, breaking down gendered beauty barriers.

Set to launch in South Korea, premium cosmetics brand Chanel Beauty is tapping into the growing male beauty market with a line solely dedicated to men. Boy de Chanel includes a matte moisturising lip balm, as well as sheer foundations and eyebrow pencils – available in four shades.

The inaugural collection capitalises on the era of male beauty. This market is expected to grow and potentially overtake the male grooming industry, which is forecast to be worth $60bn by 2020 (Euromonitor, 2017).

The limited number of products in the collection take inspiration from staple products in its women’s colour cosmetics range, which create a natural look. Boy de Chanel’s core values are based on the subtle enhancement of facial features – demonstrating a more approachable take on male beauty than the #BeautyBoys of Instagram, who celebrate a heavier style of application.

Although the concept of male make-up is not new, debuting in the lucrative Asian beauty market will allow the brand to trial these products among clued-up consumers before tackling the West. 

Asia accounts for 60% of the global market for men’s beauty and grooming products (Martin Roll, 2017). To read more about this segment, see Asian Beauty Now: New Markets, New Ideas and Instagangs: Asia's Genderless Beauty Idols.

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