Category
Lifestyle
Assisted Choices
Trend cluster
Category
Grown-Up
Expansion
Youthful franchises enter new territory to connect with adult consumers.
4.6
Trend score
Trend
What is the Grown-Up Expansion trend?
Grown-Up Expansion: With online communities breathing new life into fandom, companies are adopting innovative, unexpected ventures to reach fans of all ages, including adults. Providing content, space and products that appeal to more grown up tastes, franchises with generally younger fan bases are able to expand their reach.
Trend themes
Themes within the Grown-Up Expansion trend
Three behaviours holding the trend together01
Youthful Franchise Expansion
Franchises with younger fan bases are expanding their reach by providing content, space and products that appeal to more grown up tastes.
02
Fandom Inspired Beauty Products
Lifestyle products and skincare inspired by fandom are gaining popularity among Millennials and fans of all ages.
03
Cartoon-Inspired Skincare
Cartoon-inspired skincare is gaining popularity with youth and adults alike as they are perfect for all ages and skin types.
Industry implications
What the Grown-Up Expansion trend means for industry
Where the trend changes the playbookFor
Entertainment and Media
Entertainment and media industries can benefit from expanding the fan base and creating immersive experiences for more grown up and youthful audiences.
For
Beauty and Skincare
Beauty and skincare industries can create new product lines inspired by fandom and cartoons to cater to their customers' preferences and needs.
For
Retail
Retail can benefit from collaborations with fandoms and franchises to offer limited edition, exclusive, and collectible products that appeal to fans and collectors.
Workshop question
What adjacent consumer group are you ignoring?
Trend signals
Trend signals for Grown-Up Expansion
Trend score 4.6 out of 10, from popularity 70%, activity 60%, freshness 8%.
Popularity70%
Activity60%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Grown-Up Expansion trend
5 featured examples from Feb 27, 2016 to Apr 28, 2017CategoryFashion
Fantasy Makeup Palettes
This Fan-Created Harry Potter Makeup Palette Features the Four Houses
Beauty industry can leverage fan enthusiasm and create collaborative makeup collections to cater to niche markets.
CategoryFashion
Cartoon Family-Inspired Skincare
The Face Shop Launched a Collection That Features the Simpsons
Beauty brands can explore collaborations with entertainment franchises to create themed skincare collections.
CategoryPop Culture
Fairy Tale Rose Speakers
The Enchanted Rose Bluetooth Speaker is an Official Disney Product
Opportunity for consumer electronics companies to create licensed merchandise for movies and other entertainment media.
CategoryLifestyle
Superhero Ramen Eateries
Ippudo Celebrates Marvel Heroes with a Themed Pop-Up Restaurant Location
The hospitality industry can explore partnerships with entertainment brands to attract guests and offer unique experiences that cannot be replicated at home.
CategoryFashion
Fairy Tale Beauty Serums
This Limited-Edition My Daily Dose Skin Serum is a Disney Collectible
The beauty industry can leverage the popularity of limited-edition products to drive sales and engage with customers.
