Toxic Masculinity - Current Brands

In order to get a better understanding of what is currently out there in the market, I had a look at the leading makeup brands in the UK. This could give me an idea of what is currently in the marketplace and the gap in the market which could be filled with a more gender neutral sway.

Benefit Cosmetics: 

Benefit cosmetics is the top leading makeup brand, this is because of its mix of online and in-store presence, the products are more expensive than high st. brands; but not as expensive as designer personal named brands. Making it most accessible to a large audience. Which is then hindered by the highly feminine design the colour design for each product and package is pink and silver, having a theme of princess-like hand mirrors. This highlights the needs and wants of their target audience, clearly represented by their position in the industry, although through doing so they are cornering themselves to a one gender of consumer as most males would find this unapproachable and unpurchasable because of the extent of feminity, in what they would already be purchasing into a product that society deems as feminine.

MAC: 

MAC cosmetics has a more edgy and experimental reputation in this industry because of its higher price point and use within the fashion industry. Because of this reputation, you think they would aim towards a more gender-neutral market, which is represented by their brand identity and the number of males you see working in their stores. The neutral black on white typography simplistic branding gives the brand a fashion-forward non-gender stereotypical aspect, which means males are more open to use the brand, which is seen in the information from my questionnaire. Although when on their site and in-store point of sale visuals are all 100% aimed towards a female demographic, from a brand which seemed to be making a dent in the industry more is expected, as this view that makeup is only for females feels outdated.

Rimmel London:

Rimmel London cosmetics is a high st brand that is available in most drug stores, as well as supermarkets making it affordable and accessible to a large number of people. The brand's website is neutrally designed taking colours from visual literacy that is linked to the name of the brand itself, London, using blue white and red they create a distinctive identity. They mainly advertise about their inclusivity of different shades and the way in which they produce products for everyone. Yet their visual imagery only shows women, re-exemplified in their packaging with highlighted tones of pink to bring in to play the true target market of the brand.