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Leading the way with male grooming tutorials is Ross Callahan who posts You Tube videos on the channel Skin Care With Ross, currently ranking over 7 million views and approaching 100,000 subscribers.Meanwhile in 2014 Lynx launched the #Hairby Lynx initiative (Twitter and Pinterest), which featured 60-second styling tutorials to help men create hairstyles including pompadour, quiff, short back and side, textured crop, and a slick side part.
Indeed, amongst UK men aged 16-24, 31% have used BB cream in the past year, compared to just under a fifth of UK men overall, indicating an interest in skincare and make-up hybrids.
Social media has seen women’s makeup trends kicked into overdrive, with the rise of contouring, strobing and now baking.
Parallels are also seen in the male grooming markets, with a particular focus on fitness and body image.
This new appearance driven culture has been harnessed by BPC brands, offering a range of products to help consumers create popular beauty and grooming trends.
Indeed there are a number of players in the male make-up market; YSL offer a male variant of their hero product Touche Eclat and fellow prestige brand Tom Ford offers concealing and bronzing products.