A Shake-up in Make-up

COSMETICS: A SHAKE-UP IN MAKE-UP

01/26.

I/ Compréhension de l’écrit.

        The article talks about cosmetics brands, such as Kiko. The Milanese brand is described as a copier of fast-fashion methods of brands like Zara or H&M. Kiko changes its line-up of products in its stores continually, it is well aware of the latest trends and its prices are affordable, to not say cheap.

The cosmetics market grew by 3.6% in 2014. It might double in 10 to 15 years. There are two types of cosmetics brand: one that is more specialized in expensive products (sold in specialist beauty-store,…), and the other, sold in supermarkets with little to no make-up advice at all.

Kiko’s revenues have almost reached half a million euros in revenues since its creation in 1997. French younger population tends to buy equally from Kiko’s and other brands like Sephora (part of LVMH).

Antonio Percassi is the creator of the group. Its success comes from his experience in fashion retail. In 2015, Percassi partnered with Victoria’s Secret, an American underwear firm know all around the world.

Kiko’s growth encourages businesses to reconsider their business models. For example, L’Oréal is opening “dermacentres” and outlets that sell its own cosmetics products.

Costumers in the cosmetics business are mostly women. However, in South Korea, men are becoming more frequently a target for cosmetics brands. Kiko is slowly showing interest in starting a line of cosmetics products called Womo (uomo, “man” in Italian).

II/ Expression écrite.

a/ I think the first step in marketing male cosmetics products in a macho and socially conservative culture would be to present another culture where cosmetics products among the male “community” is more common, ordinary. The second step would be to expose good aspects of cosmetics products, especially for the face, men tend to be picky about the products they choose for their skincare. If society learns how to avoid prejudices and clichés/stereotypes, marketing those products would be much easier. The terms used for building can be applied to societies. To rebuild a society, it needs to be deconstructed. Social medias have become a good way of expressing this “feminine” desire to use cosmetics products such as make-up, skincare products (masks, creams,…). Generation Z is starting to break those stereotypes about men and what is called “toxic masculinity”. I don’t believe riots would be necessary, but people who are narrow-minded need to learn that their way is not necessarily “the good way”. Like everything, society is evolving with its generations. I believe these are the steps to follow if we want to start marketing cosmetics products for a male audience in a macho and socially conservative culture.

b/

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