When it was announced Chanel would be coming out with a makeup line for boys, I couldn’t hide my excitement. I told everyone about it and begged the associates at the Chanel counter at work to tell me more information whenever they got it. Apparently, it’s been out in stores in Europe for a while but it’s only available online in the U.S. (at least for now). How exciting is it to be alive at a time when we can all recognize the importance of beauty and admit there are things we would like to improve upon about our appearance, regardless of our gender? I think this is liberating both for women and men and can’t wait to see where this leads other brands in the future.
Via Chanel
The first time I remember seeing makeup marketed towards men was with Milk Makeup. Both in print and video formats, men wore highlights and all sorts of attention-grabbing lewks. The second time I saw this was with Tom Ford’s beauty line. The men in those ads were very fresh, maybe with a hint of lipstick or blush. Chanel’s approach is different. It’s three products--simple and easy. A lightweight foundation that comes in eight shades, brow pencil that comes in four shades (including gray for the silver foxes in your life), and lip balm are what the men were given. When I started exploring makeup at ten years old, I remember my dad asking what was on my eyes after I washed a blue eyeshadow across my lids. I learned I could adorn myself and it opened up a portal of conversation. This stage of discovery was exciting, so I believe the boys of Chanel will be missing out on this because of the fool-proof products. I think the Chanel line would make a great base for a man starting out with makeup and color cosmetics from another company could be supplemented in if he’s into that sort of thing.
Via Chanel
Aside from the almost too easy three-step approach Chanel decided to take for their first release on makeup for men, I personally, love the idea. In middle school, I was expected to cover my acne while no one batted an eye at any boy in the lunch line with a white head that desperately needed to be popped. “They” say popping is bad but “they” don’t know what it’s like to walk around with what looks like snot on their face. Developing makeup for men gives men a choice in filtering themselves, which I believe is only fair. On one hand, women shouldn’t be the only ones expected to wear makeup and on the other, men should also be given the choice to temporarily hide their imperfections or enhance features they like.
Another thing I find really interesting about the line is the price-point. Chanel didn’t compromise just because these products are for a demographic who are known to spend less on hygiene and cosmetic products. I can only assume the opposite of the pink tax would be the blue discount, and you won’t find any of that here. The foundation is $65, the eyebrow pencil is $40 and the lip balm is $38. The Chanel makeup normally targeted towards women is actually cheaper. Most of the liquid foundations, much like the Boy de Chanel one, range from $50-$60, a twist-up brow pencil supposedly for women is $33, and a lip balm is $37. Sorry, boys, but I think that’s iconic. I believe the price difference comes from packaging. The Boy de Chanel products are sleek and matte black, while the packaging for the rest of the Chanel range is a glossy black and includes hints of gold on the lip balm. While it may seem silly to some, many men won’t use something if it looks too “girly.” I had a mother come into the place I work looking for a moisturizer for her teenage son. When I recommended Juice Beauty’s moisturizer, which comes in a white and green tube, she said he wouldn’t use it because it looked too feminine. When the cloud of question marks in my brain disappeared, I took her over to Kiehl’s and she decided on their Facial Fuel. Apparently, men need products in a dark blue tube that are stamped with words like “fuel” to adequately take care of their skin. One thing that interests me the most about the way Chanel did this line was the name. They used “boy” instead of “man,” which I believe could hurt the sales of the line. Having you ever met a man that wants to be called or feel like a boy? Again, I personally think this line is genius, but I’d love to have been a fly on the wall at the board meeting where the Chanel team decided on this name. If you identify as a man, I’d love to hear your take on this.
Via Chanel
I’d especially love to hear takes on this from men from different parts of the world. It’s well known that men from Europe and Asian countries, namely Korea, usually spend more time and money on hygiene and beauty products. This is why the fact that the Boy de Chanel line was released in Europe before it was released in America makes sense. In my personal experience, the men I know don’t exactly recognize basic grooming habits, such as brushing their teeth, shaving, and shampooing, as an act of self-care. Brushing teeth does have health benefits, but what about shaving and shampooing? This is purely an aesthetic choice. I believe throwing on a few dots of foundation is just an extension of this choice.
Overall, I think 2019 is going to be an exciting year with Boy de Chanel becoming a leader in brands shifting a focus toward all people. Everyone looks better with an evened out skin tone and fluffed up brows. Try to convince me I’m wrong. I’m glad men are being included in the beauty conversation and I hope we can all swallow our pride long enough to see this as progress. This frees us, as women, from the pressure of wearing cosmetics being solely our choice. To all the men out there, if you feel comfortable wearing makeup, DO IT. With these three basic products, it’s likely no one will even notice you’re wearing makeup. They’ll probably just think you were blessed with naturally flawless skin and glowing lips. It’s time for everyone to feel comfortable taking care of themselves for their own sake, regardless of what everyone else may think. I think Boy de Chanel is a step in the right direction.