The "Secret Life" of Male Skin Care Shoppers Exposed - Part 2 of a Special 2 Part Exposé



This article is a continuation of the exposé titled: Why the Beauty Industry Hates Men Part IIIA - The 'Secret Life' of Male Skin Care Shoppers Exposed - Part 1 of a Special 2 Part Exposé.



The COOKIE CUTTER Approach - Men are ALL the SAME



There are many in the Beauty Industry who would disagree with this article series. In fact, they would shrug and say: "We don't understand what the fuss is all about. We're easy to do business with - you don't like our retail locations, you can go on-line. You don't use the pretty make-up bag of free lipsticks and mascara, then find a woman to give them to. Of course our products aren't artsy fartsy - they're not all pink and pretty and we've gone out of our way to make them 'man friendly'. What's wrong with recruiting women to do our bidding? What's wrong with marketing campaigns that seek to feminize men? It's working isn't it? The new age, metro-sexual man is in and masculine men are now oh so passé..."



As tempting as it is to shred that viewpoint and reveal its caustic, ethical bankruptcy with an even more in-depth treatment than we've already given in this article series, we'll save it for another day and just take a quick look at one aspect - the Beauty Industry's cookie cutter approach to creating what it considers to be 'male friendly' men's skin care and men's anti-aging products.



If we were to gather every brand of men's skin care and men's anti-aging products currently on the market and place them side by side, you'll notice a couple of things right away. First, the primary (background) colors - the overwhelming majority are likely variations of black, blue, gray, and earth-tones - colors that the Beauty Industry considers to be 'manly' and applicable to ALL men, while the rest take a 'medicinal' (bare-bone white) approach.



Now zoom in on the label and you'll see the feminine influence from which most, if not all of these so called men's skin care products were conceived. Among other feminine characteristics in disguise, notice how the over-whelming majority still rely upon the beauty terminology of their very female counterparts, e.g. serum, moisturizer, cream, etc.



These traditional female beauty terms are emasculating for men who identify with the masculine ideal and strive to keep up their male image. And there has been very little effort made by the Beauty Industry to address men's general preference for simplicity and functionality by harmonizing the terminology of essential men's skin care products. In fact, the Beauty Industry is known for taking the opposite approach.



While a moisturizer is essentially still a moisturizer by any other name, the Beauty Industry is notoriously creative when it comes to inventing new descriptions as a means of setting a brand apart from the competition, never-mind the confusion this creates for the consumer. For example, what is commonly known as a 'moisturizer' could be marketed under 'lotion', 'complex', 'balm', 'therapy', 'cream', 'replenisher', 'hydrator', 'renewer', 'nourishment', 'essence', 'lift' and so on. Even descriptions that have some masculine resonance, such as 'rebuilder' and 'defense', are still more confusing than practical

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