In Closing: A Matte Look for Men
Manly enough for the male customer, Man-e-cure’s packaging is also elegant.
Amber sea glass, a conch shell, and Hawaiian wedding bands influenced the design of these fragrance packages.
By Marie Redding, Senior EditorOnly a few of the most fashion-forward, trend-setting brands such as MAC Cosmetics have ever sold a nail polish specifically for men. Until now, well-groomed males usually had two options when it came to manicures: to either leave nails bare, or to apply a standard clear polish that dries to a shiny finish, which can look a bit feminine. This is all set to change.
One of the most well-known brand names in nail polish, Essie Cosmetics, has launched Man-e-cure. Nail technicians across the United States can now feature this new top coat for men at their spas and salons, helping to support the launch of more-diverse men’s products in the beauty market. “In the past, it was not always acceptable for a man to be concerned with his appearance. Now, it is not only accepted, but it is almost expected,” says Essie Weingarten, president and founder of Essie Cosmetics.
Man-e-cure’s packaging was designed specifically with the male consumer in mind. The bottle has the same signature square shape as the rest of the Essie Cosmetics collection, but the “e” logo and the bottle cap are dark brown instead of white. Weingarten explains, “We wanted the dark-brown cap to be distinguished from the other bottles at manicure stations, so that male clients feel respected in the salon.” Dark brown was chosen instead of black because it is friendlier, less intimidating, and more understated, according to Weingarten.
Extra effort was required to make both the outer carton and the bottle’s cap feel special in the user’s hand. “The cap has a soft-touch feel, which provides a more comfortable grip for men who are not used to using a small-sized beauty product to begin with,” explains Weingarten. The soft-touch resin used to mold the cap has a smooth, matte look, which further conveys the benefits of the polish. The brown, orange, and white folding carton is printed and embossed with a snakeskin pattern. It is made from standard solid-bleached-sulfate board.
Weingarten predicts that in the future, the male consumer will care just as much about packaging as women do, if not more: “If a male customer is in a store holding two products with similar benefits, the packaging will definitely influence his final decision. The design of our outer carton is meant to ensure that the customer still feels masculine while holding a bottle of nail polish.”