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Iconic beauty brand Chanel announced their new makeup line for men this month. The collection, called Boy de Chanel, will launch first in South Korea in September, and will be released to the rest of the world from November. The new collection features a foundation, eyebrow pencil and lip balm.
Sure, this isn’t the first brand to target makeup at men. In fact, if you’ve been following Innovation of the Day since the beginning you’ll remember that we called out ASOS and male beauty brand MMUK MAN in one of our first emails. Now we see one of the beauty industry’s most storied brands making the same play; yet another reminder that the underlying trend at work here, NEW NORMAL, is a powerful and urgent innovation opportunity! Remember, NEW NORMAL is all about rising expectations that brands throw out tired thinking when it comes to the lifestyles, identities and attitudes of consumers, and instead empower diverse and non-traditional ways of living and thinking.
Want to ride this trend? Take these points back to your team...
- Chanel’s move is founded on deep behavioural shifts among consumers towards non-traditional attitudes and behaviors: male grooming is projected to reach USD 60.7 billion by 2020, up from USD 17.5 billion in 2015. But expectations around the NEW NORMAL will extend to all sectors and markets. So what equivalent consumer shifts are happening when it comes to your industry? Are you missing an opportunity to reach out to entirely new customers?
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