I Wear My Work War Paint and Im Never Going to Take You Back Again

Founded in September 2017 and launched 18 months subsequently, War Paint carries 21 SKUs of make-up products for men, including foundation, tinted moisturiser, bronzer and concealer, and will before long launch a primer and make-upwards remover. The brand also has bespoke awarding brushes. Available online and in select department stores across the UK, including Harvey Nichols, War Paint most recently launched a pop-upwardly counter in John Lewis London.

"Information technology's been overwhelming the response nosotros've had," ​said Daniel Grayness, founder of War Pigment. "John Lewis can't believe the sales – we've absolutely smashed it. …It just proves the market is ready and in that location,"​ Gray told CosmeticsDesign-Europe.

War Paint, which carried the marketing slogan 'say boll*cks to stigma', launched its John Lewis pop-upwards counter at the get-go of January – a movement that formed part of its wider expansion strategy to bring the brand into retail. Consumers can go a ii-minute make-up demo in store on how to use War Paint products and brushes and go tips on suitable tints and shades.

Make-up for men – War Paint provides a choice that wasn't there earlier​

Gray – who turned down a Dragon'southward Den deal six months ago and cocky-funded next-phase growth – said War Paint wasn't "everybody's loving cup of tea"​ only the company remained rooted in its goal to "give men a choice".​

"…Information technology's been a very emotional 14 months for the brand because nosotros went viral in May; we got a lot of attention and so which wasn't all positive. We got backfire near toxic masculinity but interestingly most of that was from women and off the back of it, nosotros brought upwards this conversation about men and brand-upwardly," ​he said.

Option for men wanting to vesture brand-up remained "very express", ​he said, and whilst there were more and more than gender-neutral brands available, forth with the option of ownership products traditionally targeted towards women, this didn't appeal to anybody.

War Paint wanted to push its male-targeted line into mainstream retail across the UK to reach an nether-served consumer grouping, too as target men who had never previously tried make-up, Gray said. "I definitely want this brand to be mainstream, I don't desire it to be aspirational. I desire it to exist available to a man who walks two miles down the street."​

Whilst mainstreaming War Paint would exist the brand's biggest challenge, he said it would be central to making make-up for men the norm.

Best in the men'due south department – we've proven that works​

Asked if War Paint would somewhen be stocked alongside Maybelline and 50'Oréal in beauty retail, Grey said: "I remember it should be in the men's section. The audience nosotros're getting has proven that. If you put it in the men's section; y'all make information technology experience how a man wants it to look and feel, you'll get a far amend success. Or, I'm up for a designated area within the beauty section."​

"…In John Lewis, I was there and doing a lot of interviews and a customer came in who had rosacea and he uses make-up and would have never walked upwards to a counter commonly. Merely he said because information technology's in the men's department; information technology's designed and looks like information technology'south for a man, he did. Once we do that everywhere in retail, no-1 will be writing about it anymore considering it volition just be the norm," ​he said.

Gray said War Paint had fatigued interest from a vast and varied group of male consumers but interestingly the biggest audience, so far, had been men aged fifty+.

"The grooming industry, every bit we know, has exploded over the terminal x years, skin care especially in the older generation, considering they want to hold onto their pare, youth and looks. A lot of older men take a bigger regime than younger men. If someone has got a skin care routine and they're trying to make their skin improve, with less wrinkles, why not use a product that tin aid y'all do that?"​

Skin intendance launch in the pipeline? 'I don't desire to bastardise my brand'​

Asked if State of war Pigment would develop product lines across make-up, skin care for example, he said: "I've been asked that a lot by customers and others just what I don't want to do is bastardise my make by saying skin care can be a quick win for me. It would be easy to get into peel care but that'due south not what I'm nigh (…) I'd never say no, nosotros might do it in the futurity merely at the minute, let'south get make-up out in that location first."​

Should War Pigment ever expand beyond make-upwardly, he said it would take to piece of work inside a competitive and crowded category, merely the plus would be that men tended to be very make loyal.

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Source: https://www.cosmeticsdesign-europe.com/Article/2020/01/22/Male-beauty-brand-War-Paint-wants-to-overhaul-stigma-and-mainstream-make-up-for-men

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