Earlier this month, the brand War Paint launched an advertisement for a line of men’s makeup—specifically, concealer, tinted moisturizer, foundation, bronzer, and anti-shine powder. There aren’t a lot of brands that target makeup directly to men. On paper, it’s a winning formula: a market opportunity upon which brands like War Paint can capitalize. After all, there are plenty of skincare and haircare brands “for men”. Why not launch a men’s makeup brand?
The aforementioned ad, however, chose a very targeted angle, showcasing a muscled, tattooed “man’s man”, if you will, with skull rings and perky pecs, applying tinted moisturizer to his face. The implication: This brand is for REAL MEN. Grunt! A tweet from War Paint explained they created these products because they “couldn’t find a makeup brand formulated specifically for men’s skin”. Huh? “It’s about understanding that not all men have that confidence [to buy makeup in the women’s … Read the rest