The Overt Masculization in Men’s Beauty
Image Courtesy: Reviewed
We’ve become all too familiar with the 8-in-one shampoo, conditioner, body wash, moisturizer, aftershave, dish soap, stain remover, and cooking oil product promising to keep a man’s beauty routine quick, convenient, and easy. Fortunately, with our never-ending access to trends and self-care advice flooding our culture through advancements in media consumption, word has gotten out that these types of products are an absolute no-go. That being said, while efforts in creating a more holistic world of beauty for men are being made, the advertising and branding teams for many of these products miss the mark. To sell these products to men, there must be a demand created, and too often, this is done through the aggressive masculinization of these products.
Image Courtesy: Man's World India
Of course, any type of progress regarding men’s beauty is still progress, but the negative sentiment surrounding the idea of men taking part in such a frivolous, feminine activity as self-care has put this specific industry in a stagnant position. The act of self-care is widely viewed as pampering, traditionally viewed as a woman’s thing to do. The roots of this lie deep within history — think of the rise of the suburban nuclear family in the twentieth century. The man’s place was to work and provide for the family while the woman was meant to upkeep the house and her physicality for her husband after a busy, stressful day.
Image Courtesy: Hair & Makeup Artist Handbook
With this sentiment, men do not have time, or should not have time, to put effort into their appearance. It is a woman’s job to look pretty and a man’s job to bring home a check. Men should be perceived as dominant and strong, a gender that transcends the need for self-care, as men widely base their worth and pride on the ability to take on the world without respite. Simply put, these brands are aware that men view self-care as feminine, therefore inferior.
To combat this stigma, which was put in place and further perpetuated by the patriarchy, brands overcompensate through the usage of the traditional “masculine” aesthetic. With names like “Camo Concealer,” “Bloody Knuckles,” and, unfortunately enough, “Nut Rub” for men’s makeup, hand cream, and cologne, these companies work to eradicate a sense of weakness and inferiority associated with the idea of taking care of oneself. They create an illusion: you are not applying concealer under your eyes to cover up any darkness, you are now camouflaging for war. If a sense of shame within men is inherently correlated to shame, then these companies must work to restore that loss.
Image Courtesy: Forbes
What is so harmful in men using beauty products that don’t perpetuate the outdated, offensive stance that men need to hide their physical care behind exaggeratedly manly names? A simple moisturizer protects the skin’s barrier, keeping you from appearing dry throughout the day. A foundation or concealer cleans up imperfections, working to give a balanced, even complexion and texture that is beneficial to any professional or social situation. Conditioners and beard oils keep the hair healthy, livening up dead ends and facial hair. At the end of the day, beauty and self-care are genderless concepts, and the need to advertise products to be more masculine is continuing to uphold the stigma that men aren’t allowed to care for their well-being.
Strike Out,
Writer: Blake N. Fiadino
Editor: Jayna O
Tallahassee