In the past three years, we have witnessed a cultural revolution that has slowly brought men and male self-care into the spotlight. Men are increasingly confident in the use of cosmetics and skincare. Just like women, men feel the need to hide their imperfections and enahnce their look.
And it's not just among the younger generations, like Gen Z, but the older ones too: men are increasingly sensitive to themes such as skincare and the importance of looking good. Many prestige brands have now released a male beauty routine and social media is bursting with mini-tutorials and adverts.
And it’s here in this fertile and dynamic ground, that language - now free to break the mould - has become more informal, clearer and more immediate than in the past. Goal: show men how easy it is to take care of themselves and why it's right to do so.
Having reflected on all of this, Pupa has decided to take on a real challenge for 2023: increase its consumer audience. And create a line designed for men with both skincare and perfecting products. A range specifically designed for the needs of male skin.
The biggest challenge was striking the right balance between performance and formulation. The subtle and lightweight textures perfect the complexion yet remain invisible on the skin. Our claims are clearly stated, leaving no room for misinterpretation. The products don't require any complex skills but are quick and easy to apply for an extraordinary result.
The Pupa Man Routine consists of a series of steps from cleansing to enhancing the complexion: mousses, serums, concealers and powders are the main products in the line, which also includes beard and eyebrow grooming products.
The pack clearly states the name and function of the product with an iconic chromatic design for the male universe.
The delivery systems are practical and easy-to-use even when on the go.