Currently, the global cosmetics market mainly caters to women. However, more and more men are using special body care products. Besides South Korea, the USA and Brazil are global leaders in the demand for shaving foams as well as products for styling and caring for beards, etc. The niche market for men's make up is developing upwards continuously, too. Besides unisex and gender neutral products, make-up is being developed to specifically fit the needs of men. Particulary social trends and male influencers are reasons for the ongoing growth. Packaging plays a decisive role in purchasing decisions.