The Male Market for Cosmetics. Business & Marketing Research Paper

The Male Market for Cosmetics
Gradually during the 20th century, men increased their use of cosmetic products from shaving to color cosmetics. Very few men used scented products during the mid-century, but in our current society, many men do.  And whereas today, men do not often use colorful cosmetics (blush, eyeliner) for their skin, it is possible that they might by 2035.
The use of such products is wrapped up with ideas of “masculinity.” As men’s roles change, so must the concept of masculinity. In the U.S., we have traditionally assumed that men did not use cosmetic products. In other countries and cultures that is not necessarily true. An obvious example of the differential rate of usage of products across cultures is the use of scents and hair dressings between men from the U.S. and their Latin American counterparts to the south, who are more likely to use both products without being considered less masculine. 
Question: How would you market a line of men’s color cosmetics such as nail polish here in the US? (Note: If we have time, you will present on these ideas to the class, so you should make sure you can support your reasoning.) 
1. Choose one product in the product category: “Male color cosmetics” (e.g., nail polish, mascara, make-up, hair color...)
2. Select one target market.  
3. Position your product(s) for that target market.  (Be sure to explain why your target market might benefit from your product)  
4. Outline a potential marketing program for your target market.  Please identify:
a. Product: How might you package your product?
b. Price: What would it cost?
c. Promotion: How would you advertise it?
d. Place: Where/in what retail environments would you sell it?