The evolution of society has changed the traditional position of men so that a new expression of virility is born. Nowadays, men take care of themselves and use cosmetics. Nevertheless, it would be too soon to think we are able to persuade them to use make-up. In fact, men are just ready to use masculine skin care.
That’s why, to catch the attention of more and more men towards cosmetic products, it’s obviously essential to convince them of their advantages.
To do such a thing, Fabien Brossard suggests, with « The Male... », making the cosmetic product more masculine without any feminine allusion.
With « The Male... », cosmetic care has to integrate men’s world and be a part of their daily life like perfume.

Fabien’s approach is very original as it does « sacrificial cosmetics ».

 So as to keep the masculine dimension of cosmetic gesture, products will lose some of their virtues (rejuvenation, healthy and soft skin), by offering them to the users.

 From fundamentally masculine gestures (« I press, I caress »), the product transforms, gets older, creases, or get tired instead of its user.