THE WHAT U.S. drugstore chain CVS has announced it is to make men’s make-up mainstream, adding beauty label Stryx to 2000 of its stores across the country.
THE DETAILS CVS will stock Stryx’s concealor tool and gel cleanser, which will be located next to the shaving creams and razors in a bid to normalize men’s make-up.
Stryx Founder Devir Kahan said, “It’s not about a full face of makeup or color. We’re talking about improving blemishes, fixing up under-eye bags, a zit — all these sorts of things.”
THE WHY? Male cosmetics has been touted as the next-big-thing for some now. However, with the likes of CVS pushing more subtle products, and Chanel’s Boy luxury launch last year, could a watered-down offering in place of full color cosmetics be the angle the market has been waiting for?
Apparently COVID-19 has a part to play in a possible upsurge. CVS said in a statement, “Men’s grooming has seen incredible growth during this stay-at-home period. Men are a top customer focus at CVS Beauty.”