CONTEXT TO THE PROBLEM:
Despite the variety in products and the creative approach towards their visual language, the industry of men's cosmetic brands does not seem to get the same traction as the women's cosmetic industry. The underlying reason is the social construct of beauty being a 'girl thing'. Just the way women are put on a pedestal for their beauty, men too are put on a pedestal for seeming masculine'. Hence, men cannot apply make-up in public with the same ease as a woman as he is afraid of being judged.
THE EXTENT OF THE PROBLEM:
As per The Guardian's survey of 2019, most men who like to apply make-up are not necessarily part of the queer culture. They use make-up to simply look fresher. There have also been reports of men being stalked, abused and made to feel unsafe on applying make-up in public.
HOW HAS THE DESIGN LANGUAGE OF OTHER BRANDS RESPONDED TO THIS PROBLEM BEFORE?
Bigger players like L'oreal and Maybelline have not gained traction in the men's cosmetic industry as the graphic language still includes their logos in prominence. The easily identifiable logos of these brands are primarily known for feminine character in the cosmetic industry. However, smaller brands like MMUK Man have developed their design language in bold masculine character.
Nevertheless, these too are not very popular as make-up still looks like make-up and the bold and premium design language still attracts too much attention. The need in this problem is to carry it off with ease and least attention.
INSIGHT: THE DISCREET VISUAL LANGUAGE OF 'KITSCH'
'Kitsch' in German literally means 'trash'. It is the kind of design which is so loud and un-ideal that it is hardly ever noticed. It is a random, garish combination of elements without much thought or effort which are so loud that they are not eye-catching at all.
THE DESIGN SOLUTION:
The design solution was to combine the loud but discreet visual language of kitsch and use it in the form of a 'man's' objects indicative of 'masculine' habits. For example, it is odd to find a man carrying a concealer stick, but it is not surprising to find him carrying a lighter.
The solution was to solve a brand's problem by being almost brandless. The logo of the brand has its visibility only to the user for his convenience. It does not openly exhibit that the user is carrying a make-up product.
Synchronicity was broken as a set design language was not followed. Kitsch was explored in different forms and typographic treatment containing words and elements suggestive of illuminated appearance. Objects which spark-up or illuminate were hence chosen as the structure of packaging.
To replace make-up pouches which look striking when carried, the structures of the package design were made multi-functional.
