FEATURE22 March 2019

Holding up a mirror

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FMCG Features Retail Trends UK Youth

Masculinity is undergoing a makeover, with a study from YouthSight providing clues to how Generation Z is driving this change.

Holding a mirror

The beauty industry must be very pleased with itself at the moment. After years of trying to diversify, men are finally wearing makeup and the male grooming industry is now valued at $50bn globally.

L’Oréal’s UK managing director, Vismay Sharma, recently said it was no longer a taboo for men – as part of the “selfie generation” – to use cosmetics. He predicts that male-targeted makeup counters in chemists and department stores will be mainstream in the next five to seven years.

Regardless of whether or not you foresee a future for department stores in the next five to seven years, there is growing evidence that men in Britain take their appearance seriously. According to YouthSight’s tracker, the State of the Youth Nation, 61% of young men say they try to look their best before leaving the house – which is even more interesting when only 56% of young women say the same.

We wanted to find out whether young ...