In recent years, attention towards men's beauty has been growing. However, when it comes to "makeup," it appears to be limited to the trends among those in their 10s and 20s, as men over 30 don’t seem to consider it as their own matter.
In this context,
KOSÉ proposes a simple men's makeup that can be completed with just "one item" in "one minute." Moreover, it has been scientifically verified that this makeup enhances "positive emotions." We investigated the potential of men's makeup that business professionals at the forefront should pay attention to.
PROFILE
Yumi Mihotani
KOSÉ Top Makeup Artist
With extensive knowledge of fashion trends, the history of makeup, foundational skin knowledge, and nutrition, this artist is active in a wide range of fields including events, seminars, and shoots both domestically and internationally. They enhance personal charm tailored to individual personalities and also oversee makeup for the professional dance team "KOSÉ 8ROCKS."
PROFILE
Ken Suematsu
KOSÉ Research Institute Advanced Research Laboratory, Researcher
After being involved in the development of skincare products, he is currently part of the data science team. His role includes research on the psychological and behavioral changes brought by cosmetics to consumers, developing skin aging prediction models, and image diagnostic systems for hair texture, promoting the use of data science in product development. He is continuously striving to develop new concepts to tap into the potential of beauty.
The Gap in "Men's Makeup Awareness" Between Those Under 20 & Over 30
Recently, in urban areas, it's become common to see young men in their 10s and 20s using light-colored lips and nails. First, let's hear from KOSÉ top makeup artist Yumi Mihotani about the current state of men's makeup."Today's 10s and 20s grew up in a generation where parents applied sunscreen to them. As a continuation of this, it seems that men have less resistance to using BB cream and drawing eyebrows, leading to a more natural makeup approach. Furthermore, being a digital native generation, they are accustomed to seeing 'makeup-wearing men' through social media, along with K-POP culture influencing them to incorporate makeup as part of fashion."
On the other hand, men over 30 clearly have a different awareness compared to those in their 20s. They may be concerned about skincare as they age, but they don't seem to perceive makeup as something relevant to themselves. Could it be that their professional lives make it difficult for them to incorporate it into their environment?
"That may be part of it, but the main reason is that they lack 'experience with makeup in daily life, which hasn’t become a habit.' Particularly, many men in their 40s and older even resist applying sunscreen. It seems there are those in this generation who think 'makeup is for women.'"
It's true that men over 40 have almost no opportunity to come into contact with makeup products regularly, only glancing at their family or partner's makeup application.
"When people think of makeup, they often have the image that they must use multiple products, like applying a base then layering on foundation, leading to thoughts of it being 'bothersome' or 'difficult.' When I tell them in makeup seminars, 'You only need one product,' they seem quite surprised."
An Emotional Experience of "Changing Skin Impression" in Just One Item, One Minute
Given this background, KOSÉ suggests a minimal base makeup using just "one item." This makeup can be completed in "one minute" without requiring difficult techniques."One representative example would be using 'BB cream' for those concerned with acne scars or uneven skin tone. The key is not to apply it all over the face, but rather only on the areas of concern. When men try this makeup, they are often surprised by the increased uniformity of their skin."
