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Beautified Brawler

Cosmetics employ tough branding to attract a different consumer set

Implications - 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.

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?

SCORE 5.5

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Megatrends

Patterns

6 Featured, 53 Examples: 114,561 Total Clicks

Date Range: Feb 17 - Oct 17

Trending: Warm

Consumer Insight Topics: Fashion Cosmetics

Featured Examples

Video Game Character-Promoted Gels - Yanagiya’s J-Gel Campaign Features Guile from Street Fighter

SCORE 6.4

Warm 1,384 Clicks Pub: Aug 5, 17

Video Game Character-Promoted Gels

Yanagiya’s J-Gel Campaign Features Guile from Street Fighter

Yanagiya, a cosmetics brand that’s based out of Japan, recently launched a new advertising campaign to promote its J-Gel product for men. Rather than using a traditional model to show off... [More]

Superhero Cosmetics Collections - The Face Shop X Marvel Avengers Cosmetics Collection is Extensive

SCORE 6.9

Warm 2,517 Clicks Pub: Jul 21, 17

Superhero Cosmetics Collections

The Face Shop X Marvel Avengers Cosmetics Collection is Extensive

Korean cosmetics company ‘The Face Shop’ has teamed up with ‘Marvel’ to create an Avengers cosmetics collection. The Face Shop is known for releasing huge collections of... [More]

Fantasy Show-Themed Eyeshadows - Strobe Cosmetics is Offering Eyeshadows Inspired by Game of Thrones

SCORE 4.6

Average 529 Clicks Pub: Jul 19, 17

Fantasy Show-Themed Eyeshadows

Strobe Cosmetics is Offering Eyeshadows Inspired by Game of Thrones

Strobe Cosmetics is offering a new set of eyeshadows titled The Bay of Dragons Collection, which features three different shades that were all inspired by the TV show Game of Thrones. In the... [More]

Beer-Based Cosmetic Collections - Manufaktura Offers Cosmetic Products Based in Czech Beer

SCORE 5.5

Warm 446 Clicks Pub: Sep 22, 17

Beer-Based Cosmetic Collections

Manufaktura Offers Cosmetic Products Based in Czech Beer

Manufaktura is a male-focused cosmetics brand that offers a collection of items based in beer from the Czech Republic. Whether the products are bath items like body washes, or soothing products... [More]

Athletic Mascara Marketing - Eyeko's Waterproof Eye Makeup is Branded as a "Sport" Mascara

SCORE 4.6

Average 299 Clicks Pub: Feb 17, 17

Athletic Mascara Marketing

Eyeko's Waterproof Eye Makeup is Branded as a "Sport" Mascara

There are thousands of waterproof eye makeup products to choose from across the world, especially mascara, but Eyeko is setting itself apart as a producer of ‘Sport Waterproof Mascara.’... [More]

Intensive Athletic Hand Balms - The Duke Cannon Bloody Knuckles Hand Repair Balm is Soothing

SCORE 3.7

Mild 453 Clicks Pub: Oct 5, 17

Intensive Athletic Hand Balms

The Duke Cannon Bloody Knuckles Hand Repair Balm is Soothing

The Duke Cannon Bloody Knuckles Hand Repair Balm has been formulated to be suitable for those who lead active, rigorous lifestyles to ensure that they never have to deal with chapped skin again.... [More]