They know that the celebrity beauty brand is a bankable side hustle. But they’re also aware that men remain underserved in traditional beauty spaces, posing a mega growth opportunity.
In line with the brewing male-targeted beauty boom, the media and society’s narrative around men and personal care is widening beyond the boundaries of traditional grooming. I see it in your clients’ launches, marketing, and press materials. You see it in my features – I hope.
While Harry’s on a mission to “dispel the myth of a binary existence,” (as per his press release); and Idris hopes to “de-genderise the conversation around skincare” (so he told me in an interview); I’m keen to write pieces to speak to the 20% of men making up the Harper’s Bazaar audience.
It’s of interest to know what products male A-listers swear by (in addition to the self-serving ones). If you know that a notable male loves a brand you’re working with, do tell. It’s also useful to receive info such as men’s and unisex product shopping data, trend insight around men’s treatment and procedure preferences, and commentary on social media movements challenging stigmas around male identity. I think stories along these lines will increasingly crop up beyond the dedicated male titles.
Whether your clients want to be gender inclusive, or to specifically speak to a market often overlooked, there are countless routes to take. Get creative!