每日英語 #103: Makeup for Men

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Makeup for Men

Cosmetic companies make a lot of money each year selling “skin care products” (products applied to the face and body to make it look younger) and “cosmetics” (color liquid, creams, and powders applied to the face to change its appearance) to women. Now, it’s “going after” (trying to get) men.

化妝品公司每年通過向女性銷售「護膚產品」（塗抹在臉部和身體上使其看起來更年輕的產品）和「化妝品」（塗抹在臉上改變外觀的有色液體、乳霜和粉末）賺取大量收入。現在，他們正在「瞄準」（試圖獲得）男性市場。

“Grooming” (making yourself look neat and clean) products, including skin care and “makeup” (cosmetic) products, for men are nothing new. According to a 2012 Los Angeles Times article, 1 in 4 men use some kind of skin care product. According to this article, some of the “burgeoning” (beginning to grow or increase quickly) interest in men’s skin care and makeup products can “be attributed to” (is because) baby boomers are getting older and trying to compete in the workplace with younger men.

「修飾」（讓自己看起來整潔乾淨）的產品，包括護膚和「化妝」（美容）產品，對男性來說並不新鮮。根據2012年《洛杉磯時報》的一篇文章，四分之一的男性使用某種護膚產品。根據這篇文章，男性對護膚和化妝產品「迅速增長」（開始快速增長）的興趣部分可以歸因於嬰兒潮一代逐漸年長，並試圖在職場上與年輕男性競爭。

Some of the new makeup products becoming more popular are “concealers,” a type of cosmetic the same color as your skin used to cover “blemishes” (imperfections) and dark circles under the eyes, and anti-shine powder, which goes on the skin to make it appear less oily.

一些新的化妝產品變得越來越流行，如「遮瑕膏」，這是一種與膚色相同的化妝品，用來遮蓋「瑕疵」（不完美）和眼部的黑眼圈，以及抗油光粉，塗抹在皮膚上使其看起來不那麼油膩。

Companies are “capitalizing on” (taking advantage of) this growing interest and are being more “aggressive” (more forceful) about marketing to men. How do you market products to men who may be “squeamish about” (having a strong view against) using products that seem too “feminine” (with characteristics traditionally associated with women)?

公司正在「利用」（抓住機會）這種增長的興趣，並且在向男性市場推銷時變得更加「積極」（更具攻擊性）。如何向那些對使用過於「女性化」（與傳統女性特徵相關的）產品感到「不安」（強烈反感）的男性推銷產品呢？

First, you don’t call the products “makeup.” Instead, companies are doing two things: creating “packaging” (the container that a product is placed in to be sold) that are “manly” (with characteristics traditionally associate with men, such as strength and courage), such as ones that look like cigar boxes and “liquor” (alcoholic drinks) bottles, and giving products names with manly “associations” (connections), such as “fuel” (material used to produce heat and power, such as gasoline) and “power.”

首先，不要稱這些產品為「化妝品」。相反，公司正在做兩件事：創造具有「男性化」（與傳統男性特徵相關，如力量和勇氣）的「包裝」（用來銷售產品的容器），例如看起來像雪茄盒和「烈酒」（酒精飲料）瓶的包裝，並為產品命名具有男性「聯想」（聯繫）的名字，如「燃料」（用於產生熱量和動力的物質，如汽油）和「力量」。

重要單字

1. Skin care products /skɪn keə(r) ˈprɒdʌkts/ - Products used to maintain healthy skin.
   護膚產品
2. Cosmetics /kɒzˈmɛtɪks/ - Substances applied to the face or body to enhance appearance.
   化妝品
3. Grooming /ˈɡruːmɪŋ/ - Actions taken to maintain personal appearance.
   修飾
4. Burgeoning /ˈbɜːrdʒənɪŋ/ - Growing rapidly or expanding.
   快速增長的
5. Concealers /kənˈsiːlərz/ - Cosmetic products used to cover skin imperfections.
   遮瑕膏
6. Blemishes /ˈblɛmɪʃɪz/ - Imperfections or marks on the skin.
   瑕疵
7. Capitalizing on /ˈkæpɪtəlaɪzɪŋ ɒn/ - Taking advantage of a situation.
   利用
8. Squeamish about /ˈskwiːmɪʃ əˈbaʊt/ - Feeling uncomfortable or opposed to something.
   對...感到不安
9. Packaging /ˈpækɪdʒɪŋ/ - Materials used to encase and protect products for sale.
   包裝
10. Liquor /ˈlɪkər/ - Alcoholic drink, especially strong spirits.
    烈酒