YSL's plot to make-up the male masses

Photo: Getty Images

The newest face of Yves Saint Laurent beauty products is significantly scruffier than those seen in previous campaigns. That's because it belongs to Stuart Pilkington, a former contestant on the ninth season of wildly popular Big Brother UK.

The reality star recently helped YSL launch the men's version of their Touche Eclat eyeliner at Selfridges department store, the star product from their full line which hopes to "encourage men to use cosmetics as a skin enhancer, rather than to create a full make-up look," according to MakeHerUp.com. 

David Walker-Smith, director of beauty at Selfridges, revealed the store will sell the eyeliner for $45. "Men have gone from stealing beauty products from their wives and girlfriends to stocking up on their own," he said, adding, "They no longer consider them to decrease their male bravado."

Of course it was Jean-Paul Gaultier who has always been out in front of these trends, whether make-up or men in skirts, we're always up for another round -- especially if it means soon the streets will be filled with mopey, dark-eyed Jared Leto look-alikes.

-- NOAH MICHELSON

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