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Fashion Consumer Insights

Cream Hygiene
Cream-based deodorants become more popular
Trend - As more consumers look for hygiene products that are "natural" but still effective, cream-based deodorant formulas have been gaining more traction. These products are also often packaged and formulated more sustainably.

Insight - When it comes to personal care products, consumers are no longer prioritizing convenience the same way they once did. Now that personal care routines are increasingly viewed as "self-care rituals" by consumers, they're more willing to experiment with products that prioritize ingredients and distinct formulas over convenience and/or ease-of-use.
Workshop Question - How could your brand better prioritize product experience?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Biodegradable Undergarment
Fashion brands make underwear from biodegradable materials
Trend - Undergarments are becoming increasingly innovative in the way they're designed, with more brands in this space now prioritiziing sustainability with materials that are biodegradable and/or compostable once users have worn them out.

Insight - As the climate crisis worsens and consumers are able to see its impact in the real world, more are trying to be more eco-conscious in order to do their part in mitigating the impact of climate change. Brands that prioritize sustainability in their business models are of interest to these consumers, rather than ones that simply pay lip service to sustainability.
Workshop Question - How can your brand be more impactful in its efforts towards sustainability?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Waste-Free Fashion
Fashion brands offer DIY zero-waste or sustainable clothing
Trend - Emerging brands' efforts at sustainable fashion are effective when they require some work from customers. Products like zero-waste patterns and clothing that can be composted once they're no longer needed cater to consumers who are willing to put in more effort to live sustainably.

Insight - Growing climate anxiety has resulted in more consumers making lifestyle changes in order to reduce their impact on the environment. Consumers who are especially eco-conscious are willing to make these changes even if they require extra work, and more are turning to brands that prioritize sustainability despite potential lifestyle disruptions.
Workshop Question - How could your brand prioritize sustainability in a way that's authentic and effective?
8.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cream Toner
Moisturizing toners are becoming popular as consumers seek out barrier protection
Trend - As protecting the skin's barrier becomes popular in the skincare space, toners that were typically used to delivery actives, hydrate and/or cleanse the skin are making way for ones that offer cream-based, moisturizing benefits. These products help protect the skin and reduce dryness.

Insight - As the skincare industry continues its growth, consumers seek out increasingly diverse product ranges from brands. Consumers now see skincare as a very personal ritual that's specific to their exact needs, rather than the overarching goals of "anti-aging" that were once so popular in this space. As such, they expect that brands cater to their more individual needs with collections that target increasingly specific concerns.
Workshop Question - How could your brand cater to its customers' more specific needs and preferences?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Treatment Makeup
Makeup products help treat acne instead of just covering it up
Trend - As makeup products are increasingly being adapted with skincare ingredients, cosmetic brands are now releasing makeup with ingredients that help treat acne while also hiding it. Products in this space include everything from foundation to bronzer.

Insight - Prevention has become a primary focus for consumers who enjoy skincare. This preference has now extended into the makeup space as well--with lighter makeup looks that enhance the appearance of skin instead of covering it up, and formulas that offer the skin some benefits.
Workshop Question - How could your brand take inspiration from adjacent industries?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Plumping Balm
Lip balms are now being marketed as having lip-plumping ingredients and effects
Trend - As lip-plumping glosses and lipsticks continue to be popular, some brands are releasing simpler lip-plumping products in the form of lip balms. These balms are designed to enhance the natural shape of lips without being too heavy or visible.

Insight - Pandemic-induced mask-wearing made consumers more likely to wear lightweight makeup rather than a full face, and that trend has continued post-pandemic restrictions. Now, lighter coverage and natural finishes are popular among shoppers who prioritize more convenient cosmetic enhancements, and they're turning to brands that prioritize this "clean" makeup look.
Workshop Question - How is your brand evolving with consumers' changing habits and preferences?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Matte Protection
Sunscreens are offered in mattifying formulas
Trend - Though some sunscreen brands claim non-oily finishes in their products, finding sunscreens that are truly mattifying can be a challenge for consumers. Now, more brands are relasing sunscreens that promise a matte finish for people with oily skin.

Insight - The growth of the skincare industry has been fueled by consumers' growing knowledge of their skin's needs, coupled with their desire to prioritize skincare as part of their health routines. This focus on the skin, particularly preventative skincare, has resulted in consumers expecting increasingly innovative and personalized formulas from cosmetic brands.
Workshop Question - How could your brand better adapt to the more specific needs of its customers?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bonded Hair
Hair care brands tout the "bond-building" benefits of their formulations
Trend - In order to combat lack of volume or thinning hair from aging or dyes, hair care brands are increasingly touting the "bond-building" complexes in their shampoo and conditioning products. These bond-building ingredients aim to strengthen the hair and therefore improve its volume.

Insight - Consumers increasingly research products before they buy them, particularly in the cosmetics and hair care space. Now that ingredient and general product knowledge is so common, brands are having to rely less on marketing and claims, and more on featuring ingredients that they know consumers will be looking for.
Workshop Question - How could your brand use consumers' advancing product knowledge to its benefit?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Niacinamide Deodorant
Niacinamide is being used as a key brightening ingredient in deodorants
Trend - With more deodorants containing active ingredients that help treat the skin, niacinamide is the next ingredient that's becoming a popular addition to these hygiene products. Niacinamide helps brighten underarm skin and reduce hyperpigmentation.

Insight - The average skincare consumer is much more educated now, with social media and accessible scientific information online making ingredients, formulations and innovations in this space easier to understand for consumers. This educated consumer now seeks out products with ingredients they know will suit their needs, and not necessarily for how they're branded.
Workshop Question - How could your brand take a more science-forward approach to its branding?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Serum Sprays
Serums are offered in spray formats for easy application
Trend - Brands are offering facial mists that they're touting as spray-on serums, and they include the same active ingredients that are typically included in more traditional serum formulas. These spray-on products offer a more convenient application process.

Insight - For many consumers, skincare is a necessary but time-consuming part of their daily routines. Those who don't want to spend too much time caring for their skin, but still want effective treatments and noticeable results, are turning to brands that prioritize both quality and convenience in their product offerings.
Workshop Question - How could your brand better cater to time-strapped consumers?
7.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends