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Mystic Mott – the next big thing
It is difficult to speculate what next big fashion or fad will be launched into the consumer product market. However, I have good reason to believe that within this generation, males will start purchasing and wearing male designated make-up. Yes make-up….. Although the male grooming market is currently in decline I believe it will be ignited by some bold, innovative products that will capture the imagination of male consumers. Put your reservations on hold and all will be revealed.The first justification for this outlandish prediction is the changing role of males in the media and society. This generation is moving away from the stereotypical man’s man towards idolising celebrity and sportsmen metrosexuals. This is exemplified by the growing acceptance in popular culture for men to wear skinny jeans, straighten their hair and moisturise, all of which previously would be socially declared as exclusively feminine behaviours. Increasingly adverts are targeting the male, body conscious 18 – 35 year old demographic and using iconic figures such as David Beckham, Harry Styles, and Andrew ‘Freddie’ Flintoff. These men are well respected members of the celebrity world making them great brand icons; they advertise everything and anything in the consumer product market from cologne to clothes. The admiration held for these men in their workplace has led to others imitating them outside of it. It also just so happens that they are all very good looking blokes.
This has trickled down into popular culture through the medium of television, particularly amongst the ‘MTV Generation’ which features programmes demonstrating the changing roles of males within society. Shows such as, ‘Jersey Shore’, which are as popular as ever with younger audiences, repeatedly have cast members hollering the catchphrase ‘GTL’, for those of you that are not familiar with this, it stands for Gym, Tan, and Laundry. It is used by the males on the programme as mantra of things to do before they go out to a night club, the camera then usually pans to them getting a last minute ‘pump’ followed by them preening themselves before they descend upon the club. It epitomises the level of vanity that is now deemed acceptable among young males, although I can picture older generations cringing at the thought of this.
Men are increasingly replicating what they see on T.V. and on the adverts. As men continue to beautify their bodies, hair and smell it is only a matter of time before they start using make-up as part of their morning ritual, which already sees them exfoliate and moisturise. After all everyone who already purchases these items is buying their own little bit of ‘hope’.
I recognise the most difficult issue is to break the semiotic stereotype that make-up is for women. To do this it would require a current beautified male icon like, David Beckham or Jamie Rednapp, followed by an extensive marketing campaign. Before you continue with your utterances of contempt, I would like to remind you that this has been done before. In previous generations, cologne wearers were perceived as effeminate or homosexual. This was turned on its head when former British and Commonwealth Heavyweight Champion Henry ‘Splash it all over’ Cooper, along with a support cast of Kevin Keegan and Barry Sheene appeared in various ad campaigns for Brut cologne. Consequently 40 years later several brands of cologne are common place in men’s wash bags up and down the country and is considered a staple part of the morning routine.