Save 50% on a 3-month Digiday+ membership. Ends Dec 5.
David Yi was working as a writer at Mashable, covering the realm of fashion and beauty, when he started to feel restless.
The 29-year-old was growing dismayed by the lack of discourse in the media about men’s beauty. As his months as a reporter went on, he soon noticed that his pieces on male grooming seemed to generate the most buzz; his stories on topics including runway hairstyles at New York Fashion Week: Men’s and a man who transformed his face using makeup garnered thousands of shares and comments. Yi, who has always been passionate about such topics, was keen to foster a dialogue on his own terms — thus his men’s beauty blog, Very Good Light, was born.
Yi is part of a growing movement of men’s beauty influencers who, along with brands seeking to tap an emerging market of male consumers, are aiming to normalize men experimenting in beauty practices oft relegated to women. Today, discussions about grooming and skincare that were formerly carried on in anonymous chat rooms — or never talked about at all — are not just readily accessible, but they’re also embraced on blogs, YouTube channels and even major marketing campaigns. To read the rest of this story, please visit Glossy.
More in Marketing
Future of Marketing Briefing: The tells and flops that will define Omnicom-IPG mega holdco
The real story will sit in how this newly fused entity behaves — whether it breaks from the patterns that defined both parents or simply scales them.
In Graphic Detail: CMOs at a crossroads of power and proof
CMOs are closing out another year defined by churn and shifting ground.
As Black Friday nears, fake apologies from brands are all over Instagram
Brands have taken to social media in advance of Bliack Friday to ask followers for forgiveness. The catch: They’re apologizing for their products being too good.