The French fashion and beauty house intends to address changing standards regarding masculinity, especially in Asia, with the launch of its first-ever dedicated line of makeup for men. Three initial ’Boy de Chanel’ essentials will be available in South Korea from September 1, 2018, and in most of the world from November 2018.
At its launch, the ’Boy de Chanel’ makeup line is focused on three basics:
A tinted foundation fluid, available in four shades, which is designed to disguise imperfections in a natural-looking manner;
An almost-invisible lip balm that will protect and hydrate;
And an eyebrow pencil that also comes in four shades.
While representing only a small fraction of the market, men’s makeup is a growing trend around the world, especially in some Asian markets such as Korea and China.
"By creating Boy de Chanel, its first makeup line for men, Chanel reaffirms the ever-changing codes of an unchanging vision: Beauty is not a matter of gender; it is a matter of style," said Chanel in a press release.
The products will go on sale from September 1 in South Korea, on the international market via www.chanel.com from November 2018, and in Chanel stores worldwide from January 2018.