New CID cosmetics has been long known for their simple, easy approach to makeup. Focused on demystifying the whole process of doing your makeup, in a recent discussion with a member of the New CID team she revealed a little insider secret to me. Men love New CID too.
While this may not be a massive surprise it does reveal that they have captured an audience demographic for their simple, clean approach to makeup and how universally they can be used.
The award winning i-prime in particular has seen an upswing in sales, simply for its ability to smooth and refine the skin when used alone and increase the longevity of other products such as i-tint or i-conceal. With its white packaging and silver space age type face, the i-prime has a utilitarian look and feel that fits with the mens grooming market.
In terms of the packaging for the i-tint and i-conceal (the i-tint packaging will be updated soon), has a utilitarian practical look with silver packaging that could easily be slipped into a gym bag and not be out of place, easy to use for quick touch ups pre-interview or meeting, both products have the added advantage of discretion.
Men’s grooming has become a huge market and New CID has capitalised on this with their usual market savvy: discreetly. No noise, no big ads, just selling their products. A refreshing way to handle the products, why is this important. Well, it ties with their main ethos, quick, simple and easy to use products that just work.
As a makeup artist who does alot of male grooming shoots, film and TV work that requires professional products that will do what is required and look correct on camera I really do appreciate the New CID range for this simple approach to makeup. Mens grooming in these situations is about discretion and most guys don’t want it being too obvious they are wearing makeup and thats the advantage to i-tint and the new CID range, it suits a multitude of markets and can be transferred across from day to day use to the rigours of film and TV or print/ad campaigns without any drama.
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