CVS Panders To LBGTQ With New And Improved Cosmetic Line
It appears long gone are the days when men had idols like John Wayne and Clint Eastwood. I don't know who men look up to these days, but it appears many have lost all sense of what it means to be a man and CVS is about to profit because of it. CVS is now getting into a new line of cosmetics that is targeting men. That's right make-up for men and apparently it's not just for gay or LGBTQ men either. A poll claims a third of men under 45 would consider wearing make-up.
"For decades, men's makeup consisted of niche products primarily sold in high-end stores, but that is all changing now as interest in male cosmetics has reportedly experienced a recent uptick, especially since the start of the coronavirus pandemic.
"Men's grooming has seen incredible growth during this stay-at-home period," CVS said in a statement, according to Bloomberg News. The outlet noted that the move is part of an overarching strategy to capitalize on market demand for grooming products tailored to men. "Men are a top customer focus at CVS Beauty," the company said.
The company behind the products, Stryx, was founded in 2017 after chief executive Devir Kahan woke up on his wedding day with a zit on his face and had no socially acceptable way to fix it. He became convinced that he had discovered an underserved market — men looking for ways to have better-looking skin without the stigma attached."
"With this move, CVS likely has potential customers such as Max Belovol in mind. The 23-year-old grew up wearing dazzling eyeshadows and foundation for figure-skating competitions but didn’t become truly comfortable with wearing makeup during work until the coronavirus lockdown.
“It’s a Zoom effect,” said Belovol, a law student based in Atlanta, who prefers concealer and its subtle look. “People don’t have to worry about how they look at work. You can paint your nails, and nobody on the Zoom call is going to know.”
Belovol is part of a growing shift—about one-third of U.S. men under 45 said they would consider trying makeup, according to a survey by Morning Consult in September. Chalk it up to quarantine boldness, like Belovol, and the continued evolution of traditional masculinity that has already created a $9.3 billion U.S. men’s grooming and skincare market.
“It’s simple for cosmetics—men are a growth industry,” said Ben Parr, co-founder of marketing firm Octane AI, who points to the millennial generation’s embrace of men wearing makeup as a major catalyst. “You’re seeing that impact starting now.”
I guess that puts a whole new spin on pretty boy... So guys are now thinking about dolling themselves up, what an odd world we live in. I bet the phrase don't get your panties in a bunch will soon be lost on this generation too.