5 minutes with
Marco Louis Ackers, Global senior artist at MAC Cosmetics Africa, shares his quick-fire tips for navigating the world of male makeup
How is makeup marketed to men, and what do you think about the messaging?
I love the direction the industry is taking with messaging that’s inclusive. Campaigns should stick to appealing to heterosexual men wanting to use makeup to enhance their looks — super masculine ad campaigns, much like we see with fragrances. Men want to maintain their masculinity at all costs so they might not be keen on a foundation campaign that says woman can use it too. If we can keep it uber masculine, it will sell.
What elements should be considered when it comes to makeup for men?
When it comes to entry-level makeup just for enhancing, the messaging should be clear. So if only basic enhancement is needed, we won’t be pushing transformative makeup. Sometimes all a man wants is concealer for dark circles and to powder the shiny areas. When it comes to makeup, skin is skin, for males and females. I think placement and technique are key. Keep it minimal for men to cover certain areas and leave others natural — like coverage under the eyes with the rest of the face bare. I love using creamy skin-like textures such as
MAC Studio Finish concealer to achieve this. When blended correctly it looks natural. If guys aren’t comfortable with testing a shade in store, we have a state-of-the-art virtual try-on option at maccosmetics.co.za.
How can makeup elevate the grooming experience?
Men are starting to understand that we can use makeup to enhance our natural looks. Given how much time we spend in front of a camera, be it Zoom or Instagram Live, the spotlight is always on, so why not show up looking filtered? If guys are into skincare and have healthy skin, take that one step further and make yourself look naturally flawless too. I wear makeup every day and people don’t notice that I’m wearing makeup. I get complimented on my great skin.
Trends you think will be popular with men?
Skin! Men will discover the magic that comes with the healthy glow of great-looking skin that can be achieved using concealer and foundation. Wearing “guy liner“may become the norm.