Chanel Debuts Revolutionary Makeup Line For Men: ‘Boy De Chanel’

Chanel

Chanel is blazing the beauty game trail with the launch of Boy de Chanel, its very first makeup line for men. Poised to launch on September 1st 2018, the debut collection is set for initial release in South Korea.

Kristine Kim, PR/Communications Manager for Chanel (in Korea) explains the inspiration behind the line: “For Chanel, beauty is not a matter of gender; it is a matter of style. This new range allows men in their beauty routines to have the tools necessary to feel better about themselves. Moreover, men should be free to use makeup products to correct their appearance, without calling into question their masculinity.” I personally am thrilled about just everything that this line represents since the legacy of the brand (à la the inimitable Coco Chanel) was founded upon challenging the status quo and so-called “societal norms”. She first liberated women from “corset chains” and sartorial restrictions by presenting ladies with an understated and elegant aesthetic that was brazenly bold, albeit sending shockwaves throughout the fashion industry and society-at-large. It was at her

Deauville shop in 1913 that she introduced the world to an athletic/regatta-esque chic style 

with her sportswear collection which featured loose jerseys (traditionally worn as men’s underwear), yacht pants (high-waist, wide-legged trousers), and Breton (aka marinière “sailor”) striped shirts. And now it appears the couturier has returned to its origin roots and helping to liberate men with respect to male beauty products.

Chanel

Chanel offers their philosophy: “By wearing Boy de Chanel makeup, products with an undetectable presence, men can feel self-assured and determined, confident about themselves and their appearance.” These products

 will appeal to men with lifestyle preferences where makeup is already a part of their facial care and grooming routines. And it is noted that Asia – South Korea, in particular – is the ideal first location because “it is the country with the highest demand and advanced in terms of makeup routines for men. In fact, their beauty regiments are well-developed there with application of makeup products becoming more common place,” explains Kim. Lia Neophytou (Consumer Analyst at

will appeal to men with lifestyle preferences where makeup is already a part of their facial care and grooming routines. And it is noted that Asia – South Korea, in particular – is the ideal first location because “it is the country with the highest demand and advanced in terms of makeup routines for men. In fact, their beauty regiments are well-developed there with application of makeup products becoming more common place,” explains Kim. Lia Neophytou (Consumer Analyst at GlobalData ) adds that “according to a primary consumer survey, 75% of South Korean males claim to do a beauty/grooming treatment at home one a week or more, compared with just 38% in Chanel’s home market of France.” It remains to be seen if North Americans will be as thrilled and as interested buyers. Neophtytou observes that “grooming routines in the West are simple. Whereas beauty products have an established position in South Korean culture.” It therefore is likely that the line will be adopted with swift success in that country.

Chanel

Overall, as a new marketing/product development venture, this is considered a niche trend within the multi-billion dollar beauty industry. Tom Ford was a notable early pioneer and released male cosmetics in 2013. For Chanel, they “focus on markets where male makeup is already considered the norm and bolstering appeal with the launch of this premium/luxury makeup line,” explains Neophytou.

Moreover, there is ample opportunity for growth, if executed strategically. This is uncharted territory with great untapped potential in the male beauty space. Neophytou offers these observations and thoughts: “Eastern markets are a key platform for awareness and initial growth. The success or failure of Chanel’s venture in the East, and subsequently in the West, will be a key indicator for other luxury players to potentially invest in this trend.”

Guardian: The Lonely and Great God

 (2016-2017).

He is currently starring in a new medical drama series called L

ife 

where he plays

 an ER doctor. 

In terms of targeting initial Asian markets, the face of the Boy de Chanel line is Korean actor and model, Lee Dong Wook , whose notable work include television shows such as My Girl (2005) Scent of a Woman (2011) , andHe is currently starring in a new medical drama series called

Chanel

Chanel notes that they will choose two additional ambassadors to be the face of the new line in the near future. If targeting Western markets, the key to success (and appealing to those who may be adversarial due to societal pressures and unspoken cultural constraints) is to model positive behavior that can be mirrored or adapted (e.g. showing potential consumers how to apply/use products, easy integration into their daily grooming routines). I personally would endorse men like Idris Elba and/or Scott Eastwood because they are relatable, likable, rugged and dashing; they master the art form of being well-kempt but not to the point of excess. Olivia Ha (of Olivia Ha Makeup Artist Toronto ) is an Award-Winning Master Makeup Artist for over 14 years who agrees with this assessment: “An increasingly valued look in Asia (and mimicked in their respective media/ pop culture) is where men are exceptionally coiffed and ‘flawless’. Whereas the look for men in the West is to adapt more of a ‘rugged’/ ‘natural’ appearance. But overall, it is important for men in Eastern and Western societies to integrate beauty practices into their lives; Chanel holds high standards for all their products and can assist with awareness and education. Moreover, males should consider these tailored items over unisex ones because it better caters to their needs; for instance, men have thicker/denser epidermis than females, more pores, oilier complexions – and products of this caliber will address these issues.

Chanel

The rest of the world will need to exercise a bit of patience until the collection debuts in Chanel boutiques, beginning January 2019.  But for those in antsy anticipation, fans can get their beauty fix via their e-commerce site starting November 2018, when the collection is made available worldwide online.

The goal of the Boy de Chanel line is to embody the spirit summed up by Boy Capel who said to Gabrielle Chanel: “You are unlike anyone else.” As industry leaders, Chanel is not only setting the beauty bar high but rewriting the rules in the process.