Category
Fashion
Scaled Restraint
Trend cluster
Category
Gendered
Self-Care
Products and services that aim to trigger relaxation target male consumers.
4.4
Trend score
Trend
What is the Gendered Self-Care trend?
Gendered Self-Care: Industries concerning themselves with self-care and relaxation have predominantly targeted women, however these industries are slowly adapting to calls for gender inclusivity. By actively catering to the design-related needs and preferences of many male consumers, such products and services are able to broaden the consumer base of the brands in question, while giving male consumers a way to explore self-care in ways that avoid the reluctance that can stem from societal norms and expectations.
Trend themes
Themes within the Gendered Self-Care trend
Three behaviours holding the trend together01
Gender-Inclusive Self-Care
Industries are adapting self-care and relaxation products to be gender-inclusive.
02
Male-Specific Grooming
Brands are launching dedicated cosmetic collections and skincare ranges for male audiences.
03
Personalized Men's Shopping Experiences
Retailers are creating standalone stores for men which offer fashion, grooming, and personalized experiences.
Industry implications
What the Gendered Self-Care trend means for industry
Where the trend changes the playbookFor
Beauty and Personal Care
Brands are developing products that address the unique needs of men’s grooming.
For
Retail and Ecommerce
Retailers are investing in creating personalized experiences for male consumers.
For
Wine and Beverage Industry
Subscription services are creating wine clubs geared towards male demographics.
Workshop question
How could your brand strive for inclusivity?
Trend signals
Trend signals for Gendered Self-Care
Trend score 4.4 out of 10, from popularity 66%, activity 57%, freshness 8%.
Popularity66%
Activity57%
Freshness8%
Audience
70%Men
30%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Gendered Self-Care trend
4 featured examples from Oct 20, 2017 to Aug 9, 2018CategoryLifestyle
Male-Targeted Wine Subscriptions
Bespoke Post's Wine Club is Geared Towards Millennial Men
The ecommerce industry can explore the potential for male-focused subscription services, expanding their reach to untapped markets and increasing customer engagement.
CategoryFashion
Male-Targeted Bath Bombs
Whiskey River Soap Co. Created a Scented Bath Bomb for "Bad Hombres"
The men's grooming industry can capitalize on the trend by developing innovative products and collections that cater specifically to male consumers.
CategoryLifestyle
Male-Targeted Charcoal Sheet Masks
Mediheal's Male-Specific Face Mask Helps Heal One's Complexion
The beauty and skincare industry can create more male-specific products that cater to the unique skin troubles that men undergo.
CategoryBusiness
Male-Targeted Department Stores
Nordstrom Recently Opened Its First-ever Standalone Men's Store
Department stores can innovate by enhancing the customer's experience through personalized grooming services, adjustable store design, and tailored fashion selections.
