Since the 21st century the pursuit for beauty is no longer limited to woman, and also the times where society forced masculinity on men has passed. The image of men is transforming from the previous tough guy to the Metrosexual who spend time and money into their physical appearance and style, the Ubersexual whose initial appearance seems rough but also has warmth and gentleness, and the Cross Sexual who enjoys glamming up. Recently, newly coined words like `Grooming men `, `Urban male and `herbivore men`-each meaning men who spend much extra effort in `grooming` themselves, ultra modern and smart men who live in the city, and gentle heterosexual men who lack masculinity-imply the reality where men are increasingly spending time and money in body-sculpting, skincare and even plastic surgery to improve their physical appearance. Cosmetic products for men have surged and this phenomenon is the result of people conceiving looks as part of a man`s ability and thinking `looks is competitiveness. Furthermore, the consumers who flow with the current trend analyze all aspects and factors related to the product and services before making the decision based on it to purchase. These factors are the important variables in the consumer`s decision-making progress, and they also have great impact on the final product choice. A factor that greatly influences decision is emotion, especially in the communication between the product and consumer, and by designing mutual and humane emotion instead of only satisfying the consumer`s preferences, the designer can truly satisfy the consumers` sentimental and emotional needs. Thus this is a study on the package design of functional cosmetic products that are in high and increasing demand in the men`s cosmetics market, and in this study we have compared and analyzed the visual aspects of domestic and external package designs. Moreover, we provide useful study results in the creation of information that can meet the needs of the in-trend emotion marketing, package design that can represent qualitative emotional values and finally the trends in men`s cosmetics market based on actual data.