01.21.23
In a nod to the growing market for men's beauty products, L'Oréal has changed its famous tagline from "Because You're Worth It," to "Because We're All Worth It."
The iconic slogan debuted in 1971. But in 2023, with more men using makeup, the world's biggest beauty company wanted a tagline that reflects its changing consumer base.
A few years ago, L'Oréal began marketing beauty products to men with its Men Expert line; years later, other brands are following L'Oréal's lead. Kao Corporation last month launched Unlics, a cosmetics brand for Gen Z men, and Estée Lauder invested in Faculty, a new indie makeup brand for men.
According to data from Ipsos, 15% of heterosexual men ages 18–65 in the US currently use male cosmetics and makeup. Moreover, an additional 17% would consider using it in the future—a clear signal that men's makeup is moving up in the beauty world.
The iconic slogan debuted in 1971. But in 2023, with more men using makeup, the world's biggest beauty company wanted a tagline that reflects its changing consumer base.
A few years ago, L'Oréal began marketing beauty products to men with its Men Expert line; years later, other brands are following L'Oréal's lead. Kao Corporation last month launched Unlics, a cosmetics brand for Gen Z men, and Estée Lauder invested in Faculty, a new indie makeup brand for men.
According to data from Ipsos, 15% of heterosexual men ages 18–65 in the US currently use male cosmetics and makeup. Moreover, an additional 17% would consider using it in the future—a clear signal that men's makeup is moving up in the beauty world.