Craig is mistakenly playing to his audience. He think that because the customer base of QVC is ladies of a certain age, playing 'hair and make up' will endear him to us and make him appear more knowledgeable and relevant. When you think about it, is really quite sweet. However, for me, the overall effect is make him appear a bit of a nancy boy, and I find it all a bit embarrassing - I'm embarrassed for him. That's probably just my age.
I have no problem with men being experts in skincare, make-up, hair or any other stereotypical 'female' areas. But for me, it would be great if this could be done without quite so much effeminate mincing about and trying to 'be one of the girls'.
And no, I"m not a homophobe. I'm just old and a bit traditional and I personally prefer the more conventional ways of going about things.