We’ve had guyliner and men’s mascara. Now there’s guylashes – false eyelashes for men. The fake eyelashes, from make-up brand Eylure, are in stores across Britain, including Harrods.
Wearers can choose from thick or fine varieties, which are designed to be “discreet and subtle” with invisible clear plastic sticky strips. Both styles promise to recreate a “Hollywood gaze”.
Last year, a survey revealed more than three million men in Britain regularly wear make-up. But the interest in men’s cosmetics isn’t limited to the United Kingdom.
According to market research company Euromonitor, US consumers spent $4.8 billion on men’s grooming products in 2009, exactly double the $2.4 billion recorded in 1997.
As men become more open to the idea of cosmetics, perhaps there’s an opportunity to tap into the market by catering for Australian men.
Aussie males might not be known for their feminine qualities, but some clever marketing could change the way they perceive beauty products.