Positioning products with subtle colour and coverage effects, and highlighting cosmetic benefits such as anti-fatigue (to avoid the feminine illuminating or brightening claims), correcting skintone or camouflaging blemishes will be more appealing messages for a male audience. White or transparent creams with encapsulated pigments which break open on the skin or that contain smart pigments that fuse with the natural skin tone would avoid the impression of foundation. The recent launch of Biotherm Homme Total Recharge CC Gel Instant Healthy Look in the West uses this trick featuring “Invisi-Pigment Technology”, the transparent gel formula contains capsules of pigment that give a healthy look when breaking on application.