# Grown-Up Expansion Youthful franchises enter new territory to connect with adult consumers. By [Courtney Scharf](https://www.trendhunter.com/Courtney), Chief Client Officer | Published Feb 28, 2017 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/grownup-divergence ## Key Figures - Trend score: 4.6/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Feb 27, 2016 to Apr 28, 2017 - Published: Feb 28, 2017 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Alpha, Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Grown-Up Expansion trend ### 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. ### Fandom Inspired Beauty Products Lifestyle products and skincare inspired by fandom are gaining popularity among Millennials and fans of all ages. ### Cartoon-Inspired Skincare Cartoon-inspired skincare is gaining popularity with youth and adults alike as they are perfect for all ages and skin types. ## What the Grown-Up Expansion trend means for industry ### For 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 for Grown-Up Expansion Trend score 4.6 out of 10, from popularity 70%, activity 60%, freshness 8%. - Popularity: 70% - Activity: 60% - Freshness: 8% ## Examples of the Grown-Up Expansion trend 5 featured examples from Feb 27, 2016 to Apr 28, 2017. - [Fantasy Makeup Palettes](https://www.trendhunter.com/trends/harry-potter-eyeshadow-palette): This Fan-Created Harry Potter Makeup Palette Features the Four Houses (Category: Fashion) Implication: Beauty industry can leverage fan enthusiasm and create collaborative makeup collections to cater to niche markets. - [Cartoon Family-Inspired Skincare](https://www.trendhunter.com/trends/the-face-shop): The Face Shop Launched a Collection That Features the Simpsons (Category: Fashion) Implication: Beauty brands can explore collaborations with entertainment franchises to create themed skincare collections. - [Fairy Tale Rose Speakers](https://www.trendhunter.com/trends/enchanted-rose-bluetooth-speaker): The Enchanted Rose Bluetooth Speaker is an Official Disney Product (Category: Pop Culture) Implication: Opportunity for consumer electronics companies to create licensed merchandise for movies and other entertainment media. - [Superhero Ramen Eateries](https://www.trendhunter.com/trends/restaurant-location): Ippudo Celebrates Marvel Heroes with a Themed Pop-Up Restaurant Location (Category: Lifestyle) Implication: The hospitality industry can explore partnerships with entertainment brands to attract guests and offer unique experiences that cannot be replicated at home. - [Fairy Tale Beauty Serums](https://www.trendhunter.com/trends/my-daily-dose): This Limited-Edition My Daily Dose Skin Serum is a Disney Collectible (Category: Fashion) Implication: The beauty industry can leverage the popularity of limited-edition products to drive sales and engage with customers. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)