Guy-lashes launched for image conscious men

By Pooja Kondhia

- Last updated on GMT

Related tags: Cosmetics

UK-based brand Eylure has launched a new range of false eyelashes for men in response to a rise in image conscious male consumers, targeting those willing to buy the latest products to improve their appearance.

Lashes for Men is available in two varieties, thick and normal, and are available in the UK, following on from previous launches seen in the UK by other brands of eye liner and mascara for men.

According to the company, “thanks to the likes of …groomed men such as David Beckham, men are starting to realise that looks do count​” and in light of this Eylure “believe the time is right to introduce men to … lashes which ladies have benefited from for over 60 years​.”

Rise in image conscious male

Designer Tom Ford, in a recent interview with Style.com stated that he used cosmetics and that he knew many men with wives and children who applied cosmetics in secret as well the expectation that men will use his products.

The popularity of cosmetic products for men is increasing, with men becoming more worried about their appearance, and this is one of the driving forces behind the launch of Lashes For Men.

According to a survey conducted in the UK by market researcher SPA Future Thinking with 1000 men, two thirds claimed to use men’s grooming products because it makes them feel good and gives them greater confidence. Also, more than 40 per cent of men claimed to have used body lotion, hand cream or moisturizer.

Expected growth

Products such as the false eyelashes and liners form part of the the men’s grooming market which grew in the UK by four per cent in 2010 reaching £996m (€1.2bn) and is expected to increase by another 6 per cent between 2011-12, according to market researcher Euromonitor.

In particular, men between the ages of 16 – 24 are more open to buying in to the latest trend and spend disposable income on products for their image such as the lashes for men.

Cosmetics for men is something that is taking hold globally including the US market which is expecting average annual growth rates of over 1 per cent adding around US$400 million (constant value) to the category over the forecast period of 2010-15, Euromonitor predicts.

Related topics: Market Trends

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