Cosmetics companies market to men by referencing tradition
Implications - Though men represent a far higher percentage of revenue in the cosmetics industry than in the past, many men still hesitate to engage with products that are nonetheless primarily marketed as feminine. In order to circumvent that notion, cosmetics companies highlight the traditional and historic uses of their products, showing that male cosmetics have indeed existed for hundreds (if not thousands) of years. Brands that leverage tradition can allay consumers' concerns about the cultural aptitude of products.
Workshop Question - In what ways could you leverage the historic uses of your brand's offering?
Trend Themes
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Traditional and Historic References — Cosmetics companies are highlighting the traditional and historic uses of their products to market to male consumers.
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Artisanal Grooming Products — Consumers are embracing natural and organic ingredients in artisanal grooming products inspired by age-old rituals.
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Handcrafted Skincare — Handcrafted, natural skincare products for men are rising in popularity with an emphasis on ingredients sourced from local regions.
Industry Implications
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Cosmetics and Skincare — Cosmetics and skincare companies can appeal to male consumers by highlighting traditional and historic uses of their products.
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Artisanal Grooming — The rise in artisanal grooming products presents opportunities for natural and organic ingredients and products inspired by age-old rituals.
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Handcrafted Personal Care — Handcrafted personal care brands, particularly those sourcing ingredients from local regions, are growing in popularity among male consumers.
5 Featured, 28 Examples:
51,272 Total Clicks
Date Range:
Jul 17 — Oct 17
Trending:
Mild
Consumer Insight Topics:
