Move From Ma­cho to Man­scara

The Economic Times - - The Edit Page Chock-a-block -

There is a lot of in­ter­est, ap­par­ently, in the se­cret of US Pres­i­dent Don­ald Trump’s lux­u­ri­ant blonde hair. It could be a re­flec­tion of the new fo­cus on male cos­metic prod­ucts. Af­ter all, cer­tain iconic in­ter­na­tional make-up brands have signed on male celebri­ties for their ad cam­paigns in the US, in­clud­ing for prod­ucts from con­ceal­ers and po­mades to ‘man­scara’. Not sur­pris­ing con­sid­er­ing the male groom­ing in­dus­try is es­ti­mated to be around $50 bil­lion, and men are now spend­ing more on cos­metic prod­ucts than shav­ing-re­lated ones. This emerg­ing trend — where In­dia is ex­pected to see 20% growth — could prob­a­bly in­crease the en­dorse­ment prospects for Shah Rukh Khan af­ter the suc­cess of Raees to di­ver­sify be­yond po­ten­tially po­lit­i­cally in­cor­rect fair­ness creams.

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