French beauty giants Chanel have announced that they would be launching an exclusive line of makeup designed for men. The upcoming line titled ‘Boy de Chanel’ will feature a "tinted fluid' in four colours, lip balm and eyebrow pencils in four shades, WWD reports.
This move by the French label sees the company tapping into the growing market of men’s grooming products, and male influencers/models becoming the face of makeup brands.
Chanel’s Boy franchise, which already counts products such as handbags and a perfume, is named after Boy Capel, the lover and muse of Gabrielle Chanel.
“Just as Gabrielle Chanel borrowed elements from the men’s wardrobe to dress women, Chanel draws inspiration from the women’s world to write the vocabulary of a new personal aesthetic for men,” the company said in a statement.
“Lines, colours, attitudes, gestures….There is no absolutely feminine or masculine prerequisite: Style alone defines the person we wish to be”.
“By creating Boy de Chanel, its first makeup line for men, Chanel reaffirms the ever-changing codes of an unchanging vision: Beauty is not a matter of gender, it is a matter of style”, the company said.
Chanel plans to roll out the product in South Korea on September 1st, before rolling it out to the rest of the world on their website by November, and to Chanel’s boutique stores by January 2019.