Guyliner is Gold

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International News, By Tim D, 12th September, 2008

Guyliner is not just okay, it’s gold. Or that’s what we’re being told by Yves Saint Laurent.

Launching make-up and eyeliner for men in the UK today, the cosmetics company used a shirtless former Big Brother contestant, Stuart Pilkington, to let us know just how sexy our eyes could be.

Sold in UK stores for $50 a stick, the eyeliner isn’t the first on the market but indicates guys are getting serious (or seriously deluded?) about spending a little extra to achieve that alluring look.

‘Men have gone from stealing beauty products from their wives and girlfriends to stocking up on their own. They no longer consider them to decrease their male bravado’ says David Walker-Smith, director of beauty at Selfridges.
‘We have tinted moisturiser, fake tan, eyebrow waxing…It’s all there if they want it’ Walker-Smith says.

But even though it’s ‘okay’ for guys to wear a little make-up, that doesn’t extend to lippy, or when others can actually ‘tell’ it’s been put on. The new range is not meant to convey a fully ‘made-up’ look, but is unfragranced, comes in subtle pewter container, and is ‘easy to stow in your man-bag’.

Experts in the industry expect men’s cosmetics to become a 1 billion dollar market by next year. Unfortunately, Yves Saint Laurent’s ‘Touche Eclat For Men’ which includes guyliner, isn’t available in Australia just yet.