Generation Z revolutionises the forms of consumption, and also does it in the tendencies. Makeup and the cosmetic has gone of the hand with the man from the antiquity. Although no, a clear example of the makeup in the man, is the ancient Egypt. Men putting on makeup no only to beautify, but also because had a consciousness with regard to the care of his skin. In that then, the cosmetic, the oils, the ointments and the pigments also possessed a medicinal use. The Egyptians had a big respect and admiration with regard to the cosmetic practices, and gave makeup a deep religious meaning, thus, had even two gods that related with what nowadays know like the sector 'beauty': Bes, that was the protective of the cosmetic and, Thot, that was the god of the knowledge and the one who centred in the preparation of the perfumery and the cosmetics. Specially, this makeup stood out in the part of the eyes, although one of the most used products by them was the 'khol', elaborated with galenite, lead and other substances, and used like makeup, as 'sunscreen'. When mixing this product with water created a species of dark paste that put on the lids to protect the eyes of the sun.
Perhaps it does 50 years, the use of makeup was something inconceivable, since it was refused so much by the own men and also the rest of the society. At the beginning of the 2000, entered the 'guyliner', a style referred to the punks and rockstars. This tendency that put fashionable some of the stars of Hollywood, as well as singers and groups of heavy or rock, consisted in wear the line of water a delineated totally black.
A study made to 44.000 men in 2021, asked to the American youngsters of 18 to 29 years (less influenced by the stereotypes of gender) by his behaviour with regard to the use of the makeup and pull out the following conclusion: a third of the youngsters of 18 to 29 years has a positive attitude with regard to its use. Another data of interest with regard to the behaviour of the youngsters in this subject, is that as it revealed a survey published in 2019, elaborated by Morning Consult affirmed that 30% of the North American lower of 30 years stirred the possibility to begin to use cosmetic products. This normalisation of the use of the makeup in men has done that for example, the airline United Airlines of U.S. have deleted restrictions that forbade to the assistants of flight use makeup or enamel of nails.
2 key trends in the 'makeup' for men
According to Nelly Rodi, exist two key trends this year in matter of makeup for men. The first, nickname it as 'skin to proof of zoom', and is that the signatures of cosmetic have experienced an increase in the sales, and in the demand, of bases, correction fluid, powder foundation and anti-wrinkles creams for men.
The second, is that the makeup and the cosmetic has left to be a subject 'taboo' for the masculine celebrities. In the case of United States, one of the emblematic players of the NFL, Alex Rodríguez, ex of the Yankees, has presented recently his line for men. Harry Styles, is another of the icons of the musical industry that through the fashion and his 'make-ups' does not leave to anybody indifferent. The singer has created 'Pleasing' a unisex mark that includes products for the facial care and the nail varnish.
The lines of cosmetic and masculine makeup, in peak
With regard to the last trend that mentioned in the previous point, is not something exclusive of 2022. Already it saw in 2021, for example, by part of Sisheido Men. The prestigious signature of Japanese cosmetics used the FC Barcelona footballer as image to promote a new range of products for the care of the skin for men. David Beckham, another ex-professional of the football, also collaborated with Nivea, and besides was the first famous in designing a line of own masculine cosmetic.
Also we find prestigious signatures that carry years including to the man in the sector of the 'makeup' as Jean Paul Gaultier, through his line 'Monsieur' in 2008, composed by cosmetic products like the cream anti-age until the mascara. Chanel, and Givenchy are other two illustrate signatures of fashion and makeup industry that bet also for including to the man in the makeup.