Makeup for Men: The freedom to be yourself
Wycon Cosmetics once again proves itself to be an avant-garde brand, overturning all standards! The breaking down of limits, the overcoming of prejudices, the cancellation of rules, restrictions and archaic generalizations imposed to reduce our individuality. “Show the world who you are!” is the cry that, once again, echoes in the streets, addressed to everyone, without distinction. Discover men's makeup with us.
Man, woman, unisex or genderless. It does not matter. Show yourself for who you are, abandon every stereotype, transcend reality and bring your dream into everyday life. Abstract, concrete, who cares? If what matters today is how you show yourself, your appearance, your exterior, this is your chance to tell who you are, who you would like to be, without having to explain.
For Wycon Cosmetics, make-up is the tool, the key that leads to freedom of expression, colors and textures emphasize your features, iridescent or iridescent, impalpable or material, with a look towards an ideal world made of equality and respect, where rules are expertly broken with shots of lipstick and eye palettes, enclosed in precious bronze and white packs that reveal nude, powder, metallic but ethereal shades, bright tones for painting using the skin as a precious canvas.
Underline, define, emphasize. Dimensions disappear with men's makeup, cages open, sexes merge, the poetry of desire embraces custom, throwing havoc. Spread your wings, an angel, a soul, the individual is not categorised, but is. You see it, you look at it, you admire it and you don't ask questions. Androgynous.
The first brand in Italy to create a make-up campaign with a male subject, with an androgynous appearance, to enhance the concept of genderless beauty and freedom to show one's "self" to the world. This time too, WYCON cosmetics confirms itself as a cutting-edge brand. It is not simple innovation or strategy, the made in Italy make up brand that is conquering the beauty market has reached its own communicative maturity. The nuances and mood of ANDROGYNY, the new collection dedicated to face makeup Wycon available from 15 June, are in fact presented on the skin of a model with hybrid features, without gender, represented as a figure enclosed in a limbo between an ethereal, celestial and transcendental reality and a modern everyday life, which keeps him on the ground forcing him into a cage of stereotypes that require classification into outdated categories. The well-known brand claim “Show the world who you are!” – show the world who you are, using make-up not as a mask to be accepted by society but as a tool that conveys the true personality of the individual, freeing their expressiveness – reaches an advanced stage with ANDROGYNY, in which the limits are demolished, prejudices overcome and canons cancelled. A message of freedom that does not contemplate chains or restrictions, capable of going beyond contemporary stereotypes, aimed at everyone, without distinction. If this is the era of aesthetics and external appearance, from an apparent loss of values, WYCON makes it a key strength, which allows everyone to create their own self, following dreams and fantasies. It is precisely the poetry of desire that creates havoc, unfolding the wings of an angel, of a soul, setting aside doubts and rigid organizations that defend us from the unknown, from the undefined.
“We must not consider the ANDROGYNY campaign as a scandalous move to attract the spotlight” explains Fabio Formisano, Head of Marketing & Communication. “The mood and the story we want to tell are a disruptive element for the approach and theme in the cosmetics sector, which is less accustomed to experiences of this type, except recently and at an international level. Special initiatives and the different containers that allow us to convey realities on which we want to focus attention, we arrived at this important step only by following a natural evolution. We have always given our public and our consumers strong figures who are inspirational, but also to investigate through our products a human overview that wants to tell its story, and chooses make-up as a means of expression".
A campaign dedicated to counter-trend men's makeup that allows Wycon to reach the customer in an even stronger way, to involve him by touching his emotions and supporting him in his everyday choices, making the dichotomy between who he is and who he would like more fluid to be.
