Category
Fashion
Scaled Restraint
Trend cluster
Category
Beautified
Brawler
Cosmetics employ tough branding to attract a different consumer set.
4.2
Trend score
Trend
What is the Beautified Brawler trend?
Beautified Brawler: Branding messages in cosmetics skew towards traditionally gentle and smooth conceptions of beauty, whether those products are for men or women. Brands that incorporate rough and raw imagery appeal to both male and female consumers who view their cosmetics purchases as rugged and utilitarian rather than soft and beautiful. This reversal ultimately expands the consumer base for the industry as a whole, rewarding brands with the willingness to flip their traditional ideals.
Trend themes
Themes within the Beautified Brawler trend
Three behaviours holding the trend together01
Rugged Beauty
Cosmetic brands are flipping their traditional ideals towards more rough and raw imagery that appeal to both male and female consumers who view their cosmetics purchases as rugged and utilitarian rather than soft and beautiful.
02
Pop-Culture-Inspired Makeup
Cosmetics collections that feature references to pop-culture, including TV shows, video games, and superheroes, attract Millennials, who are more experiential when it comes to their beauty related purchases and preferences.
03
Beer-Based Beauty Products
Cosmetics brands are using beer in their products due to the claimed benefits that include vitamin B, trace elements, and minerals that significantly support skin regeneration and boost its resistance to adverse environmental effects.
Industry implications
What the Beautified Brawler trend means for industry
Where the trend changes the playbookFor
Cosmetics
Beauty brands can incorporate more rugged and raw imagery in their products to attract male and female consumers, who view their cosmetics purchases as utilitarian rather than soft and beautiful.
For
Pop-Culture
Brands can leverage popular TV shows, video games, and superheroes in their cosmetics collections to attract Millennials who are more experiential in their beauty related purchases and preferences.
For
Food and Beverage
Cosmetics brands can use food and beverage-related ingredients, such as beer, in their products, due to its claimed benefits of skin regeneration and resilience against adverse environmental effects that pique consumer interest.
Workshop question
From a demographic perspective, what consumer group is furthest from your current target? How could you flip your brand image to appeal to this new group?
Trend signals
Trend signals for Beautified Brawler
Trend score 4.2 out of 10, from popularity 66%, activity 51%, freshness 8%.
Popularity66%
Activity51%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Beautified Brawler trend
6 featured examples from Feb 18 to Oct 5, 2017CategoryFashion
Video Game Character-Promoted Gels
Yanagiya’s J-Gel Campaign Features Guile from Street Fighter
The cosmetics industry can explore integrating fictional characters into their advertising campaigns to attract a younger demographic.
CategoryMarketing
Superhero Cosmetics Collections
The Face Shop X Marvel Avengers Cosmetics Collection is Extensive
Cosmetic companies are partnering with popular media franchises to create unique and extensive cosmetic collections, encouraging consumers to purchase larger quantities of product…
CategoryFashion
Fantasy Show-Themed Eyeshadows
Strobe Cosmetics is Offering Eyeshadows Inspired by Game of Thrones
The cosmetics industry can explore new collaborations with pop-culture franchises and other media outlets to make co-branded products.
CategoryFashion
Beer-Based Cosmetic Collections
Manufaktura Offers Cosmetic Products Based in Czech Beer
The cosmetics industry can embrace the trend of incorporating beer as an ingredient to create innovative, appealing products.
CategoryLifestyle
Athletic Mascara Marketing
Eyeko's Waterproof Eye Makeup is Branded as a "Sport" Mascara
Exploring waterproof, gym-friendly makeup products opens up opportunities for beauty brands to tap into the fitness market.
CategoryFashion
Intensive Athletic Hand Balms
The Duke Cannon Bloody Knuckles Hand Repair Balm is Soothing
As more people engage in sports and exercise, there is an opportunity for companies to create athletic-specific hand care products.
