Jean-Paul Gaultier watch out – a UK brand is muscling in on men's make-up for the first time, hitting the high street when it launches in C&T chain Superdrug next Wednesday. Taxi Man, an extension of the women's Taxi London cosmetics range, aims to act as a corrective range, with Manscara and Guyliner being the first two products introduced. Manscara is a clear, conditioning gel for defining eyebrows and lashes and Guy-liner is designed to accentuate smaller eyes or for men who want to create the rock star look.
The products are designed to be essentials that a man might borrow from his wife or girlfriend. Speaking to cosmeticsbusiness.com, Taxi Man creator Peter Kelly commented: “It's about subtle make-up rather than wanting to create the drag queen look. There are plenty of straight guys using make-up, like Russell Brand and Jimmy Carr.”
Taxi Man is also the first men's cosmetics range to be marketed in a female make-up section. Jeff Wemyss, trading director of Superdrug says: “The majority of our customers are women and we believe that these products will be bought by women for their partners, as well as by men for themselves.”
The men's grooming market has in recent years experienced strong growth in the UK, with men being increasingly willing to be seen to take care of their appearance. According to market analyst Mintel, the market is valued at £700m in the UK and is forecast to grow to £820m next year.
Guyliner and Manscara will retail at £6.50 each, and Taxi Man is planning to extend the line with a concealer and lipbalm launching in September. Kelly adds: “I think the Taxi London for Men range has potential to move into facial skin care in the future, and maybe a hand cream product. There is never going to be a full range of colour make-up, but I wouldn't rule out a bronzing powder. We want to keep the range subtle and essential.”
Taxi London is also about to launch a 27-sku strong mineral cosmetics range for women.