The new range launch from L’Oréal, Men Expert, is perhaps one of the better examples of how marketers are ditching the concept of the metrosexual, and speaking to men in a masculine way which also acknowledges their desire to look good.
“We believe a key motivation for men using skincare today is what women think. Men, especially young men, take care of their appearance to feel good in themselves, but they’re also increasingly driven to impress and please their partner,” L’Oréal Australia general manager, Mark O’Keefe, says.
The range has just launched in Australia with a major marketing push, which speaks directly to men, and also to their partners.
“The past 10 years have seen a dramatic increase in the number of men using skincare products. We know 83% of Australian men use some form of facial skincare...the market continues to demonstrate the potential for huge growth in the future. For example, when we look at men aged between 16 and 34, the rate of usage increases to 92%. Definitely a sign of things to come,” O’Keefe says.
