Chanel is launching a foundation for men and the Internet has some thoughts

From Cosmopolitan

Nothing quite excites us like a new foundation launch, which is why our ears pricked up when we heard that Chanel is launching a brand new formula. The only problem? It's 'for men'. Yep, just like those damn Yorkie bars.

Instagram account FYI Beauty revealed that 'Boy De Chanel' - a makeup range especially designed for men - is coming, and it includes foundation, eyebrow pencils and lip balm.

While some people were quick to praise Chanel for acknowledging the male makeup movement, "yesss i hope more companies do this as more guys are getting into makeup and grooming". Others weren't so sure, as one commenter put it, "I'm very confused why makeup is gendered".

The campaign is fronted by South Korean actor, Lee Dong-Wook and is expected to launch in Korea in November, before rolling out globally in Chanel boutiques, from January 2019.

While Chanel aren't the first brand to start a male makeup line - Tom Ford already has one - the last few years has seen an increase in the visibility of men wearing makeup. This movement is down to social media influencers, and brands like L'Oreal Paris using men to front their campaigns.

We asked one of the biggest male beauty influencers in the UK - Jake-Jamie - for his opinion on Chanel's latest move, as a guy who proudly wears makeup.

"I think it's amazing that brands like Chanel are bringing makeup for men to the forefront of people's minds, however I personally prefer a genderless approach to makeup. I just wish we lived in a world whereby gender boxes didn't exist."

However, as he points out, some men simply don't feel comfortable purchasing makeup that's targeted to women.

"Why does it have to be a boy's eyebrow pencil? It's just an eyebrow pencil! Having said that, I do understand that not all men are as open about wearing makeup as perhaps I am, and this could give them the confidence to purchase makeup without feeling ashamed of doing so."

Rather than targeting products for men, or for women. Jake-Jamie has a different idea, "beauty brands would simply create a new product for all sexes and promote the launch via the use of both male and female models, in campaigns and at point of sale."

Maybe, just maybe, there'll be a future where 'steel grey' shower gels aren't targeted to men.

Let us know your thoughts below.

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