Category
Fashion
Scaled Restraint
Trend cluster
Category
Guy-ified
Gentle
Brands market cosmetics products to men with sensitive skin.
3.1
Trend score
Trend
What is the Guy-ified Gentle trend?
Guy-ified Gentle: Though skincare products for men are increasingly common, marketing strategies typically fall back on tropes like toughness and durability. Recognizing the reality of men's skins, savvy brands have introduced products that are marketed toward men who need gentle skincare products, upending traditional gender norms. With Gen Z increasingly spurning these norms, cosmetics brands with this forward-thinking approach can capture more of the future male market.
Trend themes
Themes within the Guy-ified Gentle trend
Three behaviours holding the trend together01
Gentle Skincare for Men
As brands recognize the reality of men's skins, introducing gentle skincare products can capture more of the future male market, appealing to Gen Z consumers who spurn traditional gender norms.
02
Natural and Ayurvedic Ingredients
Consumers are demanding artisanal grooming products with naturally sourced ingredients, leading to opportunities for brands to create skincare solutions inspired by ancient Ayurvedic remedies and formulated with natural ingredients.
03
Chemical-Free Products
NYC-based lifestyle brand, (MALIN+GOETZ), is among others aiming to cure skin concerns with a curated line of chemical-free products. Opportunities exist for brands to formulate powerful, chemical-free skincare products that reduce irritation, acne and aging effects.
Industry implications
What the Guy-ified Gentle trend means for industry
Where the trend changes the playbookFor
Men's Skincare Products
As the demand for gentler, natural and chemical-free skincare solutions increases, there are opportunities for brands to capture more of the future male market.
For
Natural Beauty Products
As the demand for natural products increases, there are opportunities for brands to formulate skincare solutions that utilize natural and Ayurvedic ingredients in their formulations.
For
Chemical-Free Lifestyle Products
As consumers become more concerned about the dangers of products containing chemicals, there are opportunities for brands to offer chemical-free skincare products and curated lines of chemical-free lifestyle products.
Workshop question
How can your brand subvert gender stereotypes in your product's marketing?
Trend signals
Trend signals for Guy-ified Gentle
Trend score 3.1 out of 10, from popularity 47%, activity 39%, freshness 8%.
Popularity47%
Activity39%
Freshness8%
Audience
90%Men
10%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Guy-ified Gentle trend
4 featured examples from Apr 4 to Oct 20, 2017CategoryFashion
Monochrome Unisex Cosmetic Branding
The Filmore Skincare Line is Effective for Men and Women
Opportunity for disruptive innovation in the cosmetic industry by incorporating monochromatic branding and using natural ingredients in skincare products.
CategoryFashion
Anti-Irritation Aftershave Creams
This (MALIN+GOETZ) Ingrown Hair Cream Keeps Skin Balanced
Opportunity for skincare brands to develop chemical-free products that cater to specific skin concerns like redness and irritation.
CategoryFashion
Purifying Charcoal Cleansers
Brickell's Purifying Charcoal Face Wash Boasts Deep Cleansing Power
The purifying charcoal face wash for men is an example of how men's grooming products are expanding to include more targeted solutions for different skin types and concerns.
CategoryFashion
Ajurvedic Aftershave Gels
Biotique's 'Bio Wild Grass' Aftershave Gel Soothes and Balances Redness
The demand for natural grooming products creates a market for disruptive innovations in the cosmetics and personal care industry.
