Huemen was a new men’s cosmetics start-up founded in mid-2018 by two business students. In 2018, the market for men’s makeup was in its infancy. Stigmas and stereotypes dominated ideas about men investing in their appearance, but the founders believed that cosmetics created for male-type skin could improve the confidence of those who chose to use it. Huemen’s go-to-market strategy and positioning would be pivotal to success. The founders and their team scheduled a meeting with an entrepreneur-in-residence at the business school, a seasoned marketing expert with strong corporate and entrepreneurial experience to consider how to position Huemen in a novel market.
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