Category
Business
Assisted Conversion
Trend cluster
Category
Activated
Grooming
Pop-up experiences are now including grooming activations.
5.6
Trend score
Trend
What is the Activated Grooming trend?
Activated Grooming: Pop-up spaces related to hair care are increasingly popular, showing that it's not just clothing or food retailers that are able to effectively market via activations. Everything from hair cuts to brow care are now being offered in pop-up formats.
Insight
The consumer insight behind the Activated Grooming trend
With the many beauty trends available to view and inspire on social media, more consumers are open to experimenting when it comes to their appearance. Part of this openness to experimentation stems from cosmetic experimentation being viewed as a form of recreation and "escapism" from everyday life.
Trend themes
Themes within the Activated Grooming trend
Three behaviours holding the trend together01
Pop-up Grooming Spaces
Pop-up spaces related to hair care are increasingly popular, showing that it's not just clothing or food retailers that are able to effectively market via activations.
02
Whimsical Retail Museums
Retail museum concepts are thriving by creating large-scale, immersive and fantastical settings for shoppers that are designed for sharing on social media.
03
Festive Grooming Pop-Ups
Knowing that consumers' schedules tend to be jam-packed during the holiday rush, Benefit Cosmetics is opening 'The Jingle Brow Express' pop-up in London just days before Christmas.
Industry implications
What the Activated Grooming trend means for industry
Where the trend changes the playbookFor
Beauty Industry
There are opportunities for beauty brands to create unique UI experiences by incorporating non-traditional retail experiences like pop-ups.
For
Retail Industry
Incorporating immersive, photo-worthy, shareable environments could create buzz around new, existing, or unique products.
For
Hospitality Industry
Hotels or bars could form collaborations with cosmetic brands or integrate grooming services that complement the hotel/bar theme.
Workshop question
Conceptualize a new pop-up space for your brand's product/service.
Trend signals
Trend signals for Activated Grooming
Trend score 5.6 out of 10, from popularity 87%, activity 74%, freshness 8%.
Popularity87%
Activity74%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Activated Grooming trend
5 featured examples from Mar 14 to Dec 1, 2018CategoryFashion
Whimsical Cosmetic Pop-Ups
The Winky Lux Experience is Styled as a Photo-Friendly Retail Museum
The retail industry can leverage immersive retail experiences and whimsical product design to attract customers and increase footfall in physical stores.
CategoryFashion
Boozy Barbershop Pop-Ups
The Trim & Tonic Pop-Up Offers Hot Shaves and Cold Cocktails
Barber shops can incorporate a pop-up concept to offer unique experiences and attract new customers.
CategoryMarketing
Festive Grooming Pop-Ups
Benefit Cosmetics' 'Jingle Brow Express' Provides Last-Minute Services
Beauty brands can create festive pop-ups to offer last-minute grooming services and donate proceeds to charity.
CategoryMarketing
Mobile Pop-Up Hair Salons
Taco Bell Promotes Its New Baja Blast with a Fun & Colorful Initative
Collaborating with the beauty industry to promote new products will create cross-promotional opportunities.
CategoryFashion
Sky-High Brow Bars
The Benefit Extreme Brow Bar Shapes Clients' Eyebrows at a Towering Height
The extreme brow bar concept showcases how innovation and experiential marketing can elevate the beauty industry by offering unforgettable experiences to consumers.
