Toxic Masculinity - Filling a gap in the market

As my previous research has suggested there is a large gap in the current marketplace for a makeup brand that is either neutral or focused towards a male demographic, to move with the times and fill a gap which is needed, as it is evident there is males using the product, some openly and some not because of the way in which the product is positioned designed and advertised.

If I were to create a brand aimed towards a male market solely, I would need to consider the way in which the design would fit into a store environment and give the confidence to males to buy the range. Which then raises the question whether or not toxic masculinity should be tackled by a product that is solely aimed towards visuals that are traditionally masculine?

Through designing a product that adheres to a solely masculine demographic I am then cornering out females through design, creating yet another gender gap in the industry; the idea I am trying to tackle. Therefore, to combat this I will be considering gender neutrality throughout the design process of the brief, allowing for a design that is both open to males and females, as well as people who class themselves as non-binary.

I will have to consider the visual language that I have already identified in my previous research such as colour theory, traditional gender norms, and stereotypes. I will not only be taking this into consideration at the point of design but also in the packaging production itself, and the naming of the brand.