香奈儿推出男士化妆品系列

Staking its place in what is now a multi-billion pound worldwide industry, Chanel has announced the launch of its first makeup line for men.

拥有全球数十亿英镑产业的香奈儿宣布推出首款男士化妆系列。

 

The collection will include a tinted foundation, available in eight colours, a matte moisturizing lip balm and four shades of eyebrow pencil.

首批化妆品包括8个色号的彩色粉底、哑光保湿唇膏和4个颜色的眉笔。

 

Aptly named Boy de Chanel, the franchise – which already includes products such as handbags and a perfume – is named after Boy Capel, the lover and muse of Gabrielle Chanel.

这一特别推出的系列恰如其名 ——“香奈儿男孩”，名字取自Gabrielle Chanel的爱人和灵感来源Boy Capel，已经推出了手包、香水等产品。

 

 

“Bycreating 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 in a statement.

该公司在一次声明中说：“香奈儿创建第一批男士化妆品Boy de Chanel系列是为了重申其万变不离其宗的精神：美不关乎性别，而是风格。”

 

It’s no secret that men wear makeup, they have been doing so for centuries but, despite this fact, society has long deemed cosmetics a signifier of femininity.

男士用化妆品已不再是秘密，他们已经用了几个世纪，但即使这样，社会也一直认为化妆品是女性气质的象征。

 

 

 

From heavily gendered marketing to the horde of successful beauty influencers that dominate Instagram, this is undoubtedly an industry ruled by women.

从严重的性别营销到控制着Instagram的成功的美容影响者的群体，美容毫无疑问是被女人掌控的产业。

 

 

However, there is a growing movement among men who are taking a stand to prove that beauty doesn’t have to be gender-specific.

然而，越来越多的男士站出来想要证明美丽不分性别。

 

YouTubestars such as Manny MUA, Patrick Starr, James Charles and Jake Jamie have demonstrated that men can wear makeup just as well as their female peers, so does makeup marketed specifically towards men miss the point that it’s for everyone?

Manny MUA、Patrick Starr、James Charles和Jake Jamie等YouTube明星表示男人也能和女性朋友一样用化妆品，所以专门针对男性营销的化妆品是否没有把握化妆品适合所有人的要点？

 

Chanel isn’t the first brand to create cosmetics for guys of course. Alongside Clinique and MMUK, Tom Ford offers a vast collection of products designed especially for men that includes concealer, brow designers, lip balm and range of skincare staples.

当然香奈儿并非是第一个出售男士化妆品的品牌，倩碧、MMUK和Tom Ford都有很多专为男士设计的产品，包括遮瑕、眉笔、唇膏和多种护肤品。

 

 

 

But, as gender diversity becomes increasingly visible, traditional stereotypes are beginning to dissolve, making this kind of gendered marketing appear somewhat out-of-touch.

但随着性别多样性越来越明显，老一套的方法开始失效，这种性别营销看起来也有点过时了。

 

It is worth bearing in mind that, while some people may feel comfortable purchasing products outside of their binary categorisation, others may not.

值得注意的是，虽然有些人觉得在两种商品中买不属于自己那类没什么，但其他人可能不习惯。

 

Theredoesn’t seem to be any real difference between an eyebrow pencil marketed to men or women, but if a product designed in “macho” shades of black and steely blue gives a guy the confidence to purchase makeup without feeling ashamed, who are we to argue?   

针对男士和女士卖的眉笔好像没有什么实质的区别，但如果一个产品被设计成有“男人味”的黑色或钢蓝色的效果，能给男人带来自信，让他去买化妆品时不会尴尬，那我们还有什么可说的呢？

 

 

 

Luckily, there are number of brands tapping into the gender-neutral market who actively market themselves as unisex.

幸运的是，有很多品牌打入了男女通用的市场，营销时积极表明自己不区分性别。

 

FromNon Gender Specific to Panacea, Context and Aesop, there are plenty of options, in neutral packaging that everyone can enjoy.

从中性通用产品到各种细分功能的产品，它们的中性包装每个人都喜欢，还给人们提供了众多选择。

 

Boy de Chanel is launching in South Korea on 1 September and will be rolled out to the rest of the world in November on the house’s e-commerce platforms. It will also be available to buy in Chanel boutiques from January 2019.

香奈儿男孩系列于9月1日在韩国开始发售，11月份在世界其他地区该品牌电商平台上陆续开售，2019年1月份开始也能在香奈儿专卖店买到。