Tom Ford is on a mission to make make-up and skincare more masculine. After his runaway success of a beauty line for women (launched in 2011) he will introduce Tom Ford for Men in November this year in the U.S.
WWD lists the range of basics will include six multifunctional skin-care products to calm, comfort and mattify skin, as well as two grooming products to correct flaws and improve the appearance of the skin instantly, along with two new men’s fragrances to expand his Private Blend collection.
The collection is drawn from Ford’s own research, trying and testing men’s and women’s beauty products.
“Most people say to me, ‘Wow, you have great skin.’ I pay attention to my skin. I use skincare and grooming products,” he said, adding that those starting out should “get a magnifying mirror and look at your face.”
If there was any doubt that a men’s beauty line might not appear very masculine
“This is not Jean Paul Gaultier with men’s makeup,” clarifies John Demsey, group president of the Estée Lauder Cos., who’ve signed this deal with Ford.
The line is aimed at “enabling men to present their best selves... and the man, who’s shopping this category, in this distribution, feels very comfortable having this discussion,” says Demsey. “This is a serious, high-ticket men’s grooming line with a couple of products with cosmetics benefits to be used in a very masculine way.”
Ford’s also attempting to draw make-up loving men out of the closet.
“I know so many guys -- gay, straight, whatever -- who steal a woman’s concealer and dab a little on their fingers when no one is looking,” he said. “It just makes skin look better.”
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